McDonald's claim is that McJob refers, inherently, to a job at McDonald's, and that a job at McDonald's is no longer unstimulating, low-paid, or with few prospects.
Their claim is that, as such, the definition of McJob should be changed to correctly reflect the reality of working at McDonald's, since it is a word that means "a job such as that you will get at McDonald's".
I can see their case from that standpoint (I don't BELIEVE them when they say their jobs are better, but I can see their case) and I can see it from a brand management standpoint.
More pointedly, McDonald's are doing this as publicity stunt and as an attempt to rebrand themselves. By getting their staff and their patrons interested in the campaign, by giving them investment in the form of making them a part of the petition, they're working to get their core audience out there and saying "but that's not true" against the existing use of the word. It's an attempt to build a "team" where "McJob" used as a derogatory manner is, frankly, a dirty word, and the members of this team will object to it.
(no subject)
Date: 2007-05-24 06:54 pm (UTC)Their claim is that, as such, the definition of McJob should be changed to correctly reflect the reality of working at McDonald's, since it is a word that means "a job such as that you will get at McDonald's".
I can see their case from that standpoint (I don't BELIEVE them when they say their jobs are better, but I can see their case) and I can see it from a brand management standpoint.
More pointedly, McDonald's are doing this as publicity stunt and as an attempt to rebrand themselves. By getting their staff and their patrons interested in the campaign, by giving them investment in the form of making them a part of the petition, they're working to get their core audience out there and saying "but that's not true" against the existing use of the word. It's an attempt to build a "team" where "McJob" used as a derogatory manner is, frankly, a dirty word, and the members of this team will object to it.
And that's smart marketing.