Aoki  Izu  1  

Kai Kane Aoki Izu

The Trojan horse of

American Culture

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Sponsorship Research International found that 88% of people surveyed could identify the

McDonald’s golden arches while only 54% could recognize the Christian cross1. This extensive

survey was conducted over six differing countries and concluded that Ronald McDonald is now

more famous than Jesus Christ. McDonald’s widely successful marketing campaign and wide

spread advertisement initiative has influenced both the American identity abroad and has

redefined what to many is the All-American meal. By injecting itself into the global market

McDonald’s acts as a “Trojan horse”, dishing out a side of American culture with every order of

fries and burgers McDonald’s serves as a “shock troop” that lays the foundation for modernity in

the form of aesthetics and food quality. In essence, McDonald’s influences the very country of

its residence by introducing Western culture to progressive youth through restaurant ambiance

and the mechanization and standardization of food.

During the Trojan War of the 12th century BC, the Achaeans (Greeks) laid siege to the

city of Troy. Most notably as written through Homer’s Iliad, the Greeks offered the city of Troy

a gift in the form of a giant horse. Little did the people of Troy know that the Greeks had stored

away a surplus of soldiers inside of the horse whom would breach Troy’s defenses from within.

The Trojan horse has become a modern day metaphor that has come to represent a situation in

which there are more than meets the eye. Though to many in the states, McDonald’s is just

another fast food industry that serves cheap, dependable and often times un-nutritious food. But

in foreign countries like China, McDonald’s represents a portal of “instant emigration” a

restaurant that delivers not only food but also a sense of America with every bite and order. From

                                                                                                               1  The study was carried out by Sponsorship Research International in Germany, Australia, India, Japan, UK and the US.  

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the layout of its mechanized kitchen to the actual seating arrangements, costumers are force fed

bits of Western culture even prior to ordering their food. McDonald’s serves as a vessel of

modernity for foreign countries through standardization, dependability and cleanliness.

Two brothers in Pasadena, California founded the oldest and most renowned fast food

giant, McDonald’s, in 1937. At that time, little did they know that their “tiny drive-in restaurant”

(Vignali 1) would become one of the most well-known fast food giants in the entire world.

Followed by China Mobile and General Electric,

McDonald’s boasts a whopping 15.5 billion dollar

net worth. One must begin to question how a

simple restaurant acquired more funds then one of

the top cell phone companies in China and how

McDonald’s came to power as a authoritative

figure in both the meat industry and agricultural world. Firstly, McDonald’s is more than a

restaurant; it is a mechanized industrial complex that produces products of the same, size, 2shape

and taste. Secondly, global McDonald’s not only sells burgers and fries but also culture,

experiences and ideas. Lastly, McDonald’s is a brand that has infiltrated the minds of most

everyone on this planet. Through innovative marketing strategies and sensitive cultural

modifications, McDonald’s has steam rolled across the globe, successfully spreading a piece of

American culture into every nook and cranny. The McDonald’s company president for Asia,

Peterson Rodwell, recently stated in an interview, “We should be opening a restaurant every day

in the next three to four years… We’re now opening a restaurant every other day”. Growth like

this in China would exponentially influence the number of people who are exposed to both

                                                                                                               2  The  image  depicts  one  of  the  first  McDonald’s  in  existence.  See  work  cited  for  source.  

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McDonald’s and American culture. Currently McDonald’s has over 760 store locations situated

throughout China, though not as widespread as KFC, McDonald’s allows many Chinese citizens

the opportunity to experience a piece of American culture within their own country.

Many writers have questioned not only how McDonald’s targets its costumers, but also

on a larger scale, what specifically attributes to its overall success. In the British Food Journal an

article entitled, “McDonald’s: ‘Think, global, act local’ – the marketing mix”, Claudio Vignali

focuses on precisely how McDonald’s mixes and matches its marketing strategy. In this case

study, Vignali focuses on the aspects that make McDonald’s not only a highly competitive

industry but also a well-oiled machine that manufactures not only food but also culture. Vignali

writes that, “The concept of ‘think global, act local’ has become the business phrase of the

twentieth century” (Vignali). Global marketing, to Vignali, addresses the idea that super

industries like McDonald’s can infiltrate a foreign economy only through marketing its products

on the global scale while delivering them on the local level. Essentially, Vignali conveys the idea

that if companies do not follow the specific norms, laws and customs of a certain society then

they will fail. Vignali would agree that once a company has infiltrated not only its ideology but

also its product into a foreign market it can begin to slowly create a need for its product.

Additionally, Vignali describes the concept to “think global” as the very act of standardization.

McDonald’s has standardized not only its products but also its mode of delivering food. Whether

one orders a Big Mac from a McDonald’s in California to a large order of fries in Shanghai the

process, delivery and taste have been manufactured to be the same. Through this similarity of

both product and experience, costumers in China are able to encounter a sense of America with

every order and visit.

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3By making a product taste the same from Singapore, Japan to New York, McDonald’s

thinks on a global level. This standardization allows a costumer to walk into a McDonald’s

anywhere in the world and expect similar experiences. In order to accommodate for dietary and

cultural changes, McDonald’s thinks locally by creating and adding new items specific to its

location. Furthermore, Vignali’s evidence of McDonald’s use of “act local” is unmistakable

when he shows how McDonald’s has created new items in each of its specific locations of

infiltration. For instance, Vignali explains how, “McTeriyaki

burgers are sold in Japan, vegetarian burgers in The

Netherlands… McLaks (grilled salmon sandwich) are sold

in Norway, McHuevo (poached egg hamburger) in

Uruguay” (Vignali). The successful globalization of the

golden arches around the world lends itself directly to the

principal of thinking “locally”. By adapting to a foreign environment by including culturally

relevant food, McDonald’s further capitalizes on the fast-food market. Currently in China,

McDonald’s has developed and deployed several new food items to better integrate itself into the

East Asian community. Though staying true to its production of hamburgers and fries,

McDonald’s acts “locally” by offering its Chinese costumers items such as sweet taro cakes,

bubble milk teas and dishes with rice (McDonalds). In a recent analysis of the market conducted

by Reuters on June 10th 2013, McDonald’s share rose by 2 percent after it had changed a variety

of things including additions to its foreign menus. Reuters also noted a 0.9 percent rise in sales in

Asia after the “tweak” in restaurants that had been open for at least 13 months (Reuters). As a

result of adding non-traditional food to its foreign arsenal, McDonalds accomplishes two things.

                                                                                                               3  This  image  is  of  a  China  specific  item  on  McDonald’s  menu.  See  work  cited  for  source.  

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Primarily, McDonald’s stands to profit by expanding upon its consumer base through reaching

and pleasing a broader foreign audience. Secondly, McDonald’s stands to profit by acting

“locally” through providing food services that are familiar to its foreign consumers.

While acting “locally” attracts additional costumers, McDonald’s brands itself as a

provider for an American experience. This American experience comes in the form of color,

seating arrangements, music and general ambience. Through field research, interviews and

historical analysis, “McDonald's in Beijing: The Localization of Americana” by Yunxiang Yan

(written in Golden arches east: McDonald's

in East Asia), seeks to explore how

McDonald’s acts as a subset of American

culture. Yan explains that, “in the eyes of

Beijing residents, McDonald's represents

Americana and the promise of

modernization” (Yan 41). Yan mentions that

McDonald’s globalization brings a piece of America into the forefront of Chinese lives.

McDonald’s distinguishes itself as providing standardized meals at set prices. Yan mentions that,

“there is no need to worry that one's food might be lower in status than a neighbor's” (Yan 42).

Yan is referring to a Chinese banquet in which dinner host might feel 4uncomfortable if their

neighboring patrons are having a “better” time then their personal guests. McDonald essentially

negates the issue of shame; through globalization McDonald’s creates a set menu with little room

for deviation. Additionally, Yan goes into great lengths to describe how McDonald’s is, “an

exemplar of modernity” (Yan 44). Yan describes that unlike other Chinese restaurants,

                                                                                                               4  This  image  depicts  McDonald’s  as  both  modern  and  mechanized.  See  work  cited  for  source.  

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McDonald’s totes its standardization and sterile mechanization of both kitchen and dining

experience in a way that can both become expected and demanded. Yan states, “in other words,

the attraction of McDonald’s is that it offers, not filling food, but a fulfilling experience” (Yan

47). Through the modernization and mechanization of food, McDonald’s leads as an example of

an American business that seeks higher standards in both food quality and preparation. The very

act of mechanizing and introducing the assembly line production process of creating and serving

food is an American fast-food practice that both lowers costs and improves efficiency. By

demonstrating a new way to both prepare food and measure for quality assurance, McDonald’s

sets the bar for fast-food restaurants both within China and around the world.

Though American’s take it for granted, the very restaurant setup in regards to general

ambiance may appear foreign and new to many Chinese costumers. The basic seating

arrangements that situate costumers into clusters of two to four re-invent the way in which

McDonald’s serves its clients. As distinguishable from most restaurants in China, McDonald’s

does away with both a large round table and social atmosphere conducive for a party or gathering

of friends. By not conforming to what’s seen as a “standard” restaurant seating arrangement in

China, the very environment within McDonald’s is distinctly un-restaurant like. Thus,

McDonald’s appropriately brands itself as a space to eat for both the commuter and small family.

Researchers Eckhardt and Houston conducted a study in China that setup differing social

situations within McDonald’s and measured how participants rated each situation. Within their

experiment researchers found that participants viewed McDonald’s as distinguishingly public,

yet “conducive to dating”. Researchers found that unlike “Chinese restaurants, [where] people

typically eat and leave” (Houston 7), McDonald’s offered a space where a couple could sit and

be alone within a public space. Though an outing to McDonald’s may seem like a trashy or

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cheap date to many Americans, participants within the study thought of McDonald’s as a foreign

restaurant that was both exciting and novel. Additionally researchers found that participants

viewed McDonald’s as modern and hip. Expanded, it could mean that a date to McDonald’s

meant that one was both “cultured” and open to modern advances. Though subtle, the very

introduction of McDonald’s into a society like China allows for another medium or way in which

young people can get together and share an experience. In a society that values filial piety and

tradition, McDonald’s carries with it the quintessential idea of individuality through giving

young adults not only buying power but also their own table. Thus McDonald’s markets and

pioneers itself as a place for young people to not only try inexpensive Western food but to also

develop their relationships. McDonald’s actively targets China’s growing population of young

adults by creating ads that are relevant to both relationship building and love finding.

McDonald’s ads found aired on Chinese television stations not only target young adults

but suggest that McDonald’s is a suitable place for courting someone. The telling love story of

two young adults is woven into a thirty one second McDonald’s commercial aired in China. The

story is played out completely by a woman and mans pointer and index finger inverted to

represent legs. The first 5 seconds show 5 one second cut scenes that depict a male and female

hand separately discovering McDonald’s food with exaggerated, “oohhhs and awwws” from

each hand. Though the face of the hand is not given, McDonald’s clearly illustrates the differing

gender roles through the narration of both a female and male. At 10 seconds the pairs of fingers

meet up and love is depicted through both an explosion of pink hearts and a change in music.

The next 7 seconds depicts the two hands sharing McDonald’s in a variety of environments

including a grassy picnic area and what appears to be a walkway framed by a setting sun.

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Finally, at 18 seconds the silhouette of the pair of fingers are shown intertwining and embracing

in front of a McDonald’s sign that reads “24 hours”.

5The symbolic nature of this McDonalds ad speaks to what many participants in

Houston’s study viewed as things that were positive. The “oohhhs and awwws” that were heard

and shown within the first 5 seconds illustrates that McDonald’s is marketing its products as

something both new and innovative. The subtle illustration and audible surprise add to the effect

that McDonald’s products carry with it a “wow” factor. This audible “wow” perhaps encourages

viewers to perceive

McDonald’s food as both novel

and in a positive light.

Additionally, McDonald’s food

is presented in an immaculate

fashion that speaks of

cleanliness. As illustrated by

Yan in Golden arches east:

McDonald's in East Asia, McDonald’s brands itself with the image of providing food that is of

standardized quality. By depicting its food in tight, clean square containers, McDonald’s

successful advertises itself as both modern and mechanized. The general importance of

displaying the food in such containers allows McDonald’s to market itself as something new, and

modern. When the two pairs of fingers meet up, McDonald’s advertises its intimate seating

arrangements through clearly placed food and drink orientation. Relating to an early point,

McDonald’s makes the subtle reference that its restaurant layout is both conducive for dates and

                                                                                                               5  Depicts  a  screenshot  of  McDonald’s  ad.  See  work  cited  for  source.    

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meeting new people. McDonald’s portrays the “happy” couple of fingers in differing settings to

perhaps illustrate two points. Firstly that McDonald’s can be enjoyed both inside and outside of

its restaurant. Secondly that McDonald’s acts as a medium in which couples can come together

and further their relationship. McDonald’s includes its products in each and every new location

to remind the viewer that the conceived relationship was only made possible by eating at its

restaurant. Further more, the exclusion of an actors face illustrates the possibility that

companionship can be found by anybody. This ad is clearly marketed towards young people who

are both in search of a novel experience and seeking a relationship. Additionally, this

advertisement paints a picture of Western culture in a light that is both positive and desirable.

Through modern food containers, quality controlled food and the message that young people

should both do what they want with who they want, McDonald’s brings its audience a taste of

America.

As a whole, McDonald’s targets young people, as they are a growing source of income in

China. While the economy continues to explode and more young people are becoming “yuppies”

and entrepreneurs, McDonald’s invites its growing consumer base to experience a sense of

modernity with every visit. McDonald’s targeting of young people stems from a large increase in

the middle class. With an influx of cash and a booming economy, “yuppies” are the perfect

source of income for McDonald’s and other fast-food companies. McDonald’s is thereby able to

market itself as a place that is both hip and distinctively Western. By toting modern America,

McDonald’s sells itself to the ever-growing population of “yuppies” as an experience that

embodies the very act of living a modern life. Thus McDonald’s and other fast-food industries

subtly sell the idea that a Western style of life is one that is both progressive and distinctly

modern.

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Though the evidence is clear that McDonald’s sells not only burgers but also culture,

some may argue that McDonalds does little to institute measurable change within China’s

society. One can argue that modernity, mechanization and a restaurants ambience is not enough

to change both business mindset, and influence society. Additionally, an opposing argument may

state that a simple restaurant is not enough to institute a change within a given social class to

want to embrace foreign or Western ideals.

Though these opposing arguments are both valid and debatable there is much current

evidence that suggests that McDonald’s has already begun to institute both measurable and

physical change within China. Specifically today McDonald’s and other fast-food restaurants

have spawned thousands of imitation competitors that seek to mimic the ways in which

McDonald’s prepares its food and manages its restaurant. In fact, a corporation entitled “Fast

Food Company”, comprised of “nearly a thousand local restaurants and street stalls” (74 Yan)

was created in 1993 by several former employees of KFC and McDonald’s (74 Yan). These

employees wished to create a company similar to McDonald’s and other Western fast food

agencies that excelled in Western management techniques and food hygiene. The very act of

Chinese citizens wanting to create their own industry modeled after Western fast food agencies

further solidifies the idea that Western fast food has a physical and lasting impact. Additionally,

the fact that there is a market for restaurants stylized after Western ideas and concepts further

proves the point that McDonald’s and other fast food industries have created an impact in

China’s culture. As McDonald’s and other fast food industries continue to influence China’s

rising population of yuppies the desire for Western amenities and standards will only continue to

grow.

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Another example of how McDonald’s has and will continue to change and influence

China’s society can be seen with McDonald’s partnership with Chinese oil company, Sinopec. In

2006 McDonald’s was granted the right to open a McDonald’s drive-thru at any and all of

Sinopec’s 30,000 gas stations (CNBC). This opportunity would and will allow McDonald’s to

expand its network and introduce another culture modifier. The distinctly American concept of a

drive-thru will further influence China’s developing car culture and has a far reaching potential

to induce both cultural and physical changes. Consequently, McDonald’s targeted audience

includes those that wish to lead a modern lifestyle of ease and comfort. The very act of using a

drive-thru will provide costumers with another Western experience that is both foreign yet

exciting. Perhaps in the future, McDonald’s will produce ads that target relationships between

youth through the theme of car culture. Though it is noted in the CNBC news coverage that

many costumers are unfamiliar with how exactly to use a drive-thru, the very act of learning to

use one will further deepen their understanding and experience with Western culture. Thus,

McDonald’s poses the intrinsic capability to influence the very way in which consumers interact

with not only their food but also their car.

6

                                                                                                               6  Depicts  grand  opening  of  McDonald’s  drive-­‐thru  in  China.  See  work  cited  for  source.    

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In conclusion, McDonald’s operates as a Trojan horse of American culture by subtly

influencing its consumers with Western ideas through its restaurant’s aesthetics and mechanized

food. McDonald’s targets China’s growing population of “yuppies” through commercials and

advertisements. These commercials demonstrate how McDonald’s can be used as a medium to

both experience a piece of America and develop and deepen a relationship. Furthermore,

consumers of McDonalds are drawn to its modernity of food standardization and mechanization

as it stands as an example of Westernization. It is my high hopes that the significance of this

paper will illustrate the role that fast food industries have on the world and the influence that

they have on shaping and re-inventing a cultural identity. I would like to end this piece by

inviting my reader to visit a McDonald’s and analyze the way in which America is expressed to

the world. As the world continues to become more globalized and people begin to experience

other cultures and ideas, remember to think global and act local.

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Annotated Bibliography

British Food Journal 103.2 (2001): 97-111. Print.

The British Food Journal clearly documented the role that McDonald's plays within the

world and how it's marketing campaign and structure increased its growth to exponential

heights. The principal argument within this text sought to illustrate how McDonald's

came to power and through which marketing strategies it used to ascend the rungs as the

world leader in fast food. This scholarly article produced by Vignali, a principle lecturer

at Manchester Metropolitan University was both credible and reliable. This case study

analyzed the ways in which McDonald globalized the fast food industry. The main

strength of this paper comes in the form of its graphs, multiple sources and usage of

information. The main weakness of this piece was the lack of clarity that Vignali gave to

how McDonald's affects a specific economy. This piece was immensely valuable to me

as it laid the groundwork for both my research and thoughts.

Beattie, Anita. "McDonald's Finally Adds Rice to the Menu in China | Global News -

Advertising Age." Advertising Agency & Marketing Industry News - Advertising Age.

AdAge Global, 7 June 2013. Web. 12 June 2013. <http://adage.com/article/global-

news/mcdonald-s-finally-adds-rice-menu-china/241973/>.

Beattie was both informative clear in her argument that sought to prove the benefits of

McDonald's expansion of its international menu. Through reading her bio and general

information, it appears that Anita receives her information from both

interviewing/contacting differing agencies and through field work that either she or her

colleagues conduct. I thought that this piece was strong in the sense that it helped me see

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the use of adapting to a local culture but I did think that it was a little too vague in its

approach. This piece of writing was helpful in making me more knowledgeable about

McDonald's foreign food selection. Though it was not paramount to my writing I think

that it did help me in solidifying my claim.

Bloomberg News. "McDonald’s to Hire 75,000 China Staff on Store, McCafe Expansion -

Bloomberg." Bloomberg - Business, Financial & Economic News, Stock Quotes.

Version 1. Bloomberg, 16 May 2013. Web. 1 June 2013.

<http://www.bloomberg.com/news/2013-05-16/mcdonald-s-to-hire-75-000-china-staff-

on-store-mccafe-expansion.html>.

Bloomberg News argues that McDonald's hopes to expand its stores into a variety of

markets. Bloomberg news utilizes differing marketing sites to find both its information

and facts. I didn't find this information all to helpful except for the fact that it allowed

me greater insight into McDonald's as a whole. The value of this information was pretty

minimal to my research except for the fact that I enjoyed learning about McDonald's

through it.

Cheng, T. "Fast Food And Obesity In China." Journal of the American College of Cardiology

42.4 (2003): 773. Print.

Cheng writes about how fast food is affecting the general population in China and what

its doing negatively to East Asian and specifically China. This scholarly article is very

academic as it utilizes both field work and data analysis. I would judge this source as

highly credible as it derives from a well established research institute, along with being

featured in The Journal of the American College of Cardiology. The main strength

within this piece is the unique data analysis utilizing both graphs and accessible

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literature. The main weakness is that at times it didn't have that much information in

regards to how McDonald's specifically affect obesity in China. This piece was very

valuable to me in learning how China has been affected by foreign powers and fast food

internationals.

Curtis, K, J Mccluskey, and T Wahl. "Consumer Preferences For Western-style Convenience

Foods In China☆." China Economic Review 18.1 (2007): 1-14. Print.

This scholarly article featured in Elsevier argued how and why Chinese nationals

preferred Western-style food to differing foods. It really went into great detail as to how

exactly participants were both measured and tested as to their preference and ideas

fostered behind fast food. This academic article is highly credible as most if not all of

the research was conducted by their team of scientist. Additionally I found that this piece

was not bias due to its highly numeric based observations. The main weakness of this

paper was the lack of conclusive graphs. I would have liked to see a graph that further

concluded their understandings. A major strength was this scholarly articles depth of

research. I piece of literature was useful to me as it enabled me to see how people in

China viewed Western fast food. Enabling me to further focus my research, this piece

was a great addition to my bibliography.

"Drive-Thru." Adsofchina. N.p., n.d. Web. 2 June 2013.

<adsofchina.files.wordpress.com/2010/09/mcdonalds-drive-thru-restaurant-china.jpg>.

This picture really encapsulated the image that I wanted the reader to see. I think that

this image is both reliable and credible. I was searching for an image that would explain

more or have greater detail regarding how a chinese drive-thu worked but I was

generally satisfied. This picture helped in strengthening my essay through visuals.

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Eckhardt, Giana M., and Michael J. Houston. "Cultural Paradoxes Reflected In Brand Meaning:

McDonald?s In Shanghai, China." Journal of International Marketing 10.2 (2002): 68-

82. Print.

Giana and Houston have crafted a piece that captures what exactly about McDonald's

captures the Chinese audience. The main evidence used within this scholarly text were

other participants involved with this case study. The source of this piece was both

credible and accessible. Through their own gathered research, it was clear that Houston

and Giana had invested a large amount of time into executing and producing such a great

study. The main strength of this piece lies in the critical use of data and personal

experience. Additionally, the use of outside sources was well integrated and used. The

main weakness of this piece stems from the low pool of participants, if they would have

increased their sample pool to latest 50 or so I would have found their findings a little

more far reaching. Though their sample pool was not that large I still used this piece as

primary piece of evidence. By combining other sources I utilized this piece to make

educated and evidence backed conjectures.

Felsenthal, Sandy. "McDonald's Corporation: first McDonald's restaurant --Â Kids Encyclopedia

| Children's Homework Help | Kids Online Dictionary | Britannica." Kids Encyclopedia |

Children's Homework Help | Kids Online Dictionary | Britannica. N.p., n.d. Web. 1 June

2013. <http://kids.britannica.com/comptons/

This picture illustrated one of McDonald's first restaurants. It enabled me to really show

how small McDonald's started and where its come to today. I think that this picture was

extremely important to my research as it is a good visual example of jut how far

McDonald's has developed.

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Griffith, Wally. "McDonald's has a big appetite for China - Business - CNBC TV | NBC News."

Breaking News & Top Stories - World News, US & Local | NBC News. CNBC, 15 Aug.

2008. Web. 12 June 2013. <http://www.nbcnews.com/id/26226387/ns/business-

cnbc_tv/t/mcdonalds-has-big-appetite-china/#.UbheUPY4WP4>.

This news article produced by Griffith argued that McDonald's deal with a Chinese oil

tycoon would have beneficial outcomes for both parties. The main evidence used within

this piece stemmed from reports located both in China and within the CNBC news

network. Though they don't list their sources, CNBC generally provides a good and

honest account of its reporting. The weakness of this piece is the lack of concrete

evidence. Though it seems to be a written account of a previously oral declaration, it

would benefit from siting its sources or providing some sort of explanation. The strength

of this piece stems from its clear language and easily searchable claims. I utilized this

piece to find new and interesting facts about McDonald's. This news story invited me to

explore the inner depths of Reuters and to speculate on how this deal would and is

affecting McDonald's stock.

Hays, Jeffrey. "Middle Class in China and Huaxi, China's Richest Village." Facts and Details.

N.p., n.d. Web. 2 June 2013. <factsanddetails.com/china.php?itemid=156&catid=3>.

Jeffrey gathers his evidence from various databases throughout the inter web. The

importance of his compilation represents a way for people to access his plethora of

information both quickly and efficiently. One major strength of this report was that its

sources were clearly labeled and noted. A weakness of this piece stems from its lack of

charts or graphs. I used this piece literature to further educated myself about

McDonald's, and Chinas population of young people.

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NationMaster. "McDonalds restaurants statistics - countries compared - NationMaster."

NationMaster - World Statistics, Country Comparisons. Version 1. McDonald's, n.d.

Web. 1 June 2013. <http://www.nationmaster.com/graph/foo_mcd_res-food-mcdonalds-

restaurants>.

Nationmaster offers the ability to see how many restaurants are currently in circulation.

Though I didn't use this piece of data for my essay I still thought it was pertinent to

include it as I did look at it to discern the quantity of McDonald's located within

America.

Parada, Carlos. "The Wooden Horse." Maicar. Version 1. Greek Mythology Link, n.d. Web. 1

June 2013. <www.maicar.com/GML/WOODENHORSE.html>.

Carlos argues that the Trojan horse was an actual wooden horse that was used in the

siege of Troy. The main evidence used within this piece stemmed from old stories and

archival collection of accounts of the war. The piece went on to great detail to describe

who was involved, when and where. I honestly used the piece to crosscheck and make

sure my common knowledge was on track and correct.

Qiang, Guo. "McDonald's, KFC under fire for labor rights violations." China Daily. Version 1.

N.p., 28 Mar. 2007. Web. 1 June 2013. <www.chinadaily.com.cn/china/2007-

03/28/content_838718.htm>.

Though an interesting article I used it for the picture of a shining McDonald's. I thought

that the picture was a good example of a very modern looking McDonald's that

illustrated my points and opinions. I used this image in connection to my paragraph

about McDonald's modern approach to food and production.

Reuters. "McDonald's Corp (MCD.N) Quote| Reuters.com." Business & Financial News,

Aoki  Izu  20  

Breaking US & International News | Reuters.com. Reuters, n.d. Web. 12 June 2013.

<http://www.reuters.com/finance/stocks/overview?symbol=MCD.N>.

The Reuters announcement displayed the current stock price of McDonald's shares. The

evidence used within this report stems directly from the stock market. This source is not

biased and was not that helpful. I found that I used this information to further my

understanding of McDonald's financial situation.

Reuters. "Late Night Breakfasts Help McDonald Sales Surge in May." Stock Market News,

Business News, Financial, Earnings, World Markets - CNBC. Reuters, 10 June 2013.

Web. 11 June 2013. <http://www.cnbc.com/id/100802464>.

This article created by Reuters details the way in which McDonald's profited from its

late night services along with its increase in foreign foods in its menu. The evidence

used within this piece stemmed from both the stock market and McDonald's itself. As a

whole this article was very concrete and data driven. The strength of this article lies in

its use of data and analysis while it's main weakness stems from its shortened source list.

I utilized this article solely for its data as I know Reuters to be both dependable and

resourceful.

Thinking Chinese. "Thinking Chinese - McDonald's China - The McCaffe renovation which

expands the network towards middle class comfort." Thinking Chinese - An Insiders'

Look at Modern China . Version 1. Thinking Chinese, n.d. Web. 12 June 2013.

<http://www.thinkingchinese.com/mcdonalds-china>.

Thinking Chinese is a site created by Chinese citizens that hope to educate its readers.

The argument in this article was structured in how Chinese viewed McDonald's. Though

clearly not a good source of evidence, this piece offered a 1st person narrative of how

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McDonald's caters toward Chinese customers. I didn't use this piece directly within my

essay but I thought that it was informational and helpful in structuring my approach.

Watson, James L.. Golden arches east: McDonald's in East Asia. Stanford, Calif.: Stanford

University Press, 1997. Print.

James Watson argues that McDonald's represents a sense of modernity to Chinese

nationals. He explores how costumers react from interactions with McDonald's. Yan,

another author within the book writes about his experience with McDonald's in China.

Yan's argument is that McDonald's provides a small America within each restaurant. The

major strength in this piece of writing was its inclusion of evidence ranging from direct

experience to case studies. Due to Yan's data and clear writing, he sets himself up as

both an academic and as a primary source. I utilized Watson and Yan's writing as a

source of primary evidence for my essay. Yan's argument that McDonald's represents a

small piece of America was both easy to follow and very strongly backed with evidence.

Weird Asia News. "12 Interesting Menu Items from McDonalds in Asia." Weird News from all

over Asia. N.p., n.d. Web. 12 June 2013.

<http://www.weirdasianews.com/2010/03/23/blank-interesting-menu-items-mcdonalds-

asia/>.

I used this piece of evidence solely for the picture of bubble milk tea. I thought that this

picture would encapsulate my point about McDonald's expanding its menu.

"mcdonalds chinese commercial - YouTube." YouTube. McDonald's, 30 May 2007. Web. 12

June 2013. <http://www.youtube.com/watch?v=vntnlfnXr7s>.

This advertisement was quintessential in my essay as I analyzed and highly annotated it.

I found that it both revealed McDonald's targeted audience and mode of operation within

Aoki  Izu  22  

China. The ad provided the argument that McDonald's was targeting young adults. This

ad was valuable to my project as it allowed me to unpack and unravel its deeper

meaning.