Open doors to consumption

rhetoric of the under-pressure McDonald’s

Abstract

The consumption of food linked to health and sustainability is increasingly gaining media awareness and positive social and brand value. Based on this finding, we propose to discuss this phenomenon based on the precepts of the French discourse analysis in order to observe how fast food restaurant chains seek to reinvent themselves in this new scenario. In particular, we investigate how the rhetoric-discursive construction of ethos and pathos in McDonald’s Open Doors advertising campaign takes place and what meaning effects are evoked there to persuade consumers about the quality of their products.