A Comparative Analysis of Advertising Ethics of Food Retail Outlets with Special Reference to McDonald's and Burger King
Author:
Mast. Harsh Shashank Thole
Student
College- Ashoka Centre for Business and Computer Studies, Nashik.
Email Id: harshshashankthole@gmail.com
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Abstract: -
Advertising ethics play a pivotal role in shaping consumer perceptions and influencing purchase decisions, particularly in the competitive landscape of the fast-food industry. This research paper conducts a comprehensive comparative analysis of the advertising ethics employed by two prominent fast-food giants, McDonald's and Burger King, to shed light on their respective approaches to marketing food products. The study employs a mixed-methods approach, combining both qualitative and quantitative research methods. Qualitative analysis involves content analysis of advertisements, promotional campaigns, and social media strategies of both McDonald's and Burger King. Additionally, quantitative research involves surveying consumers to gauge their perceptions of McDonald's and Burger King's advertising ethics. The survey explores the impact of advertising ethics on consumer trust, loyalty, and willingness to make purchase decisions. Preliminary findings suggest that while both McDonald's and Burger King employ persuasive and sometimes controversial advertising tactics, they differ in their approach to ethics. McDonald's tends to prioritize health-conscious messaging and transparency in its advertisements, which resonates positively with health-conscious consumers. In contrast, Burger King often employs humor and shock value in its advertising, which can polarize consumer perceptions. This research contributes to the broader discourse on advertising ethics and consumer behavior within the fast-food industry.
Keywords: -
Advertising Ethics, Consumer Behavior, Content Analysis, Fast Food, Health Consciousness, Social Responsibility.
