The way they market to us… jive talk and all. How much has changed?
McDonald’s has long marketed to consumers of color as aggressively as any big corporation. It was one of the first corporate customers of Burrell Communications, the longstanding, highly decorated multicultural advertising agency. While we take for granted that there are lots of people of color in mainstream commercials, the world was much different in those awkward early days of culturally targeted marketing. But a journey through this history offers a (hilarious) reminder of what has and has not changed in the art of selling burgers to brown people.
What we found when we started digging through the archives was that McDonald’s was deeply concerned with black folks getting down. (Excuse us:gettin’ down.)
See more on NPR’s Code Switch.
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