Visual Exaggeration In Fast Food Advertisement

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CHAPTER 1: INTRODUCTION

This research aims to study if visual exaggeration in fast food print advertisement provide it with additional value, and also if visual exaggeration in fast food print advertisement serves as a motivator for the purchase of fast food products. The study examines if exaggeration in fast food print advertisement will increase the attention and interest of the product, and if the respondent will desire the product more, and be motivated to purchase the product, based on the visually exaggerated fast food print advertisements.

1.1 Background
Globalization has resulted in increased competition across all industries, organizations do not only compete with firms operating in the domestic market, but at the same time they
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He continued visual exaggeration almost always seeks to encourage consumption, making optimistic claims about goods unsupported by observed reality. Jing-Xu (2006) says visual exaggeration in advertisement usually tries to appear important, but usually contain little useful or meaningful information. While it is defined by Cowley (2005) as, wildly exaggerated, fanciful or vague claims for a product or service, because they believe that nobody could possibly treat puffery(visual exaggeration) seriously or be misled by…show more content…
Therefore, considering this global trend fast food industry is an important industry. An estimated 52.4% of the overall global fast food market is being dominated by American brands.
According to Hamisah (2007) the Malaysian fast food industry is dominated by U.S brand companies such as McDonalds, Burger King, Pizza Hut, and Domino and so on. Fast food outlets have been well developed in most of the industrialized countries all over the world. By the year 2007, fast food restaurants represent one of the largest segments of the food industry with over 200,000 restaurants and $120 billion in sales in the U.S alone (Hoovers, 2007). Although, there was a global economic slowdown, still there has been rapid growth in the fast food industry.
Many of the emerging economies experienced an expansion and the same time the markets of U.S and Europe also expanded (Lehmann & Reibstein, 2006). Many of the fast food companies have achieved success with the use of several different strategies, among them, visual exaggeration in print advertisement. Thus, with this study, the researcher will be able to provide a better understanding of visual exaggeration in fast food print advertisement specifically that of McDonald’s Malaysia. This study could provide an insight into the usage of visual exaggeration in fast food print advertisement, and also its capability to motivate consumer’s

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