Outline of a visual (McDonald’s advertisement)

Purpose: To persuade readers that McDonald’s is concerned about its customers’ health.

Key elements:

• A close-up of a fresh, green lettuce leaf makes up the entire background.
• Near the center there’s a comment card with a handwritten question from a “real” McDonald’s customer: “What makes your lettuce so crisp?”
• A photograph of a smiling woman is clipped to the card.
• Beneath the comment card is the company’s response, which emphasizes the farm-fresh quality and purity of its vegetables and urges customers to ask other candid questions.
• At the bottom of the ad is the McDonald’s slogan “I’m lovin’ it.”