Rank's Model

Rank's Model consists of two concepts, which include intensify and downplay. Each concept is broken down into three elements.

The three elements of intensify include repetition, association, and composition. McDonald's iconic golden arches and the word McDonald's can be seen three times in this ad, showing repetition. This strategy is used to help promote the restaurant. The slogan in this ad also shows repetition. The slogan is only four words, but has two words on each line, showing repetition. Association is present in this ad through the use of the gas nozzle. There is a nozzle that is pouring soda into the glass of Coca-Cola. The slogan says "fuel up" and the nozzle is filling up the soda, like you would fill up your car with gasoline. Composition can be seen in the way that this ad is arranged. Their menu items on this ad are strategically placed in the center so it catches the eye. The burger, especially, and french fries are enlarged to show detail and to seem more appealing to the audience.

The three elements of downplay are omission, diversion, and confusion. Omission is a half-truth. The slogan states, "Fuel up...Feel Good." What that slogan fails to mention are the nutritional facts/values. Exactly how many calories are in that big mac? Apparently that doesn't matter because eating it will make you "feel good." The slogan shows diversion. Eating McDonald's will make you "feel good." This misdirects the audience's attention from the real issue America is facing; obesity. This "convey[s] indirect (symbolic) messages to consumers, notably parents, that children will be happier...when consuming the product" (Hebden, King, & Kelly, 2011, p.780).Confusion can be seen through the slogan on this ad. The ad says that you will "feel good" if you "fuel up" with McDonald's. In what way will you feel good? Will eating McDonald's make you happy? Will it make your stomach feel good because you're full after eating it? The ad doesn't specify exactly how fueling up with McDonald's can make you feel good.


Hebden, L., King, L., Kelly, B. 2011. Art of persuasion: An analysis of techniques used to market foods to children. Journal of Pediactrics & Child Health, 47(11), 776-782. DOI: 10.1111/j.1440-1754.2011.02025