Research about mass communication effects tells us that sources interpreted with what is called an "accessible schema" tend to produce higher cognitive and emotional readiness by the audience.
One of the most accessible schemas or modes of thinking involves liking by ourselves and by others. Liking schemas are said to be more easily understood and more accurately remembered.
This McDonalds commercial presents an exemplary application of the liking schema in advertising.
The narrative involves a familiar yet unexpected attention-getting scenario. The story action exemplifies attraction, the verbal message is literally "I'm loving it," and the branding visualization codes strongly with with the colors, package design, and product shape.
There is also the matter of the likability of the commercial itself. We enjoy the message and this amplifies our feelings for the brand that brought the message to us.
Copyright © 2013 by John Eighmey. All Rights Reserved.