ANALYSE DES MODES D’EXPRESSION DES FORMES SYMBOLIQUES DANS LES PUBLICITES SUR LES PRODUITS MCDONALD’S FRANCE ET INDE
THE ANALYSIS OF SYMBOLIC FORMS IN THE MCDONALD’S PRODUCT ADVERTISINGS CREATED FOR FRANCE AND INDIA

Summary/Abstract: In this article we propose to analyze in which way the un-manifested cultural dimensions of communication for the McDonald’s products are the forms of symbolic expression? McDonald's customizes its products to the cultural context of each country. Adaptation to local conditions is part of the DNA in the development of multinational McDonald's. From these explicit statements of missions that we find in some McDonald’s advertisings, we are committed to conduct an analysis based on semiotic-hermeneutic method (Bratosin, 2007, 2011) according to which the meaning is produced in a practical context (cultural, religious, scientific, etc.). Therefore, the communication on McDonald's products will be analyzed in its symbolic and mythical aspects, from culture as a symbolic form that created the conditions of possibility to open the advertising way on McDonald's products to the intelligibility. Our corpus will be constituted by the most important advertisings for the McDonald’s products in France and in India. The expected results are to find the cultural, religious and mythical symbols that demonstrate the specificity of McDonald's products compared to culture as a symbolic form.

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