The 'McDonaldization of Society' (1993) is a book written by George Ritzer, despite the title of the book the topic isn't solely about McDonalds it rather uses this as an example of the process of the term which focuses on consistency and rationalisation.
A direct effect of McDonaldlization is predictability, when a brand uses a controlled or rationalised method to create a specific outcome the result will be familiar or predictable. This predictability is a notion which I think can be applied to outdoor advertising, when travelling to a different place or city we come to expect to see the exact same brands and consequently the same advertisements. An interesting point is the argument against predictability or familiarity, do we want to continuously want to be bombarded with the same repetitive imagery?
(http://www.mcdonaldization.com)
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