Mcdonalds Golden Arches Essay -- Argumentative Fast Food Essays

Mcdonalds' Golden Arches When fast food comes to mind, one fast food mammoth comes to mind: McDonald's. The imperial fast food giant can be linked visually to several images, but namely its trademark golden arches. Other visual images, primarily for advertisement purposes, are also stamped into the minds of Americans associating the idea of burgers and fries with the ubiquitous franchise. However, the image displayed in the Time Magazine's September 30th 2002 issue, is an image that is hard to decipher and, most importantly, is an image that is hardly a likeness to the icons imprinted in the minds of fast food lovers across the nation. The catchy illustration invades an article tentatively titled, "Can McDonald's Shape Up?" The cartoon portrays an obscenely rotund Ronald McDonald pacing stressfully on a treadmill. The editorial cartoon is not for everyone to understand, yet it still seems to be generally humorous in its own context. At first glance, the cartoon seemingly pokes fun at the growing obesity in America. This observation is perhaps due to the rewarding conveniences of fast food. Unfortunately, the observation is in error because the graphic is located in the Business section of Time Magazine, not the Health section. After reviewing the visual meticulously, the drawing proves to represent an issue that is not quite as literal as it may seem. The obviously struggling Ronald McDonald depicted in the cartoon is making an honest attempt to lose his weight, but he seems to have no real chance. It seems the harm is done for McDonald's; and regardless of its efforts, McDonald's can not catch up to its growing competition. To begin with, the illustration is used in the business section. The intended audience for... ...tself, leaving McDonald's, with all its efforts, in the same place it starts. The editorial cartoon is altogether a reflection of ultimate failure as McDonald's attempts to get back on track and "shape up". While different aspects can be observed from the editorial cartoon, one thing is clear, McDonald's has no chance. As the metaphorical "McDonald's" fights to regain its former glory, it is ultimately left running in circles with no chance of making it to the finish line. The message is apparent in the cartoon. Ronald McDonald, tired, worn out, and fat will inevitably end up in the same slump he started from. The perspective is conveyed plainly with the use of several visual metaphors and presentation. McDonald's seems to be losing the game it started itself. Works Cited: Eisenberg, Daniel. "Can McDonald's Shape Up?". Time Magazine. Sept. 30, 2002. p52-57.