McDonald's advertising campaigns were inseparably connected with its brand image and marketing strategy. McDonald's is much more than place, where people get their food, but it is rather a place, where people spend time with their families or friends. At least, that is the concept and perception, which McDonald's attempts to communicate through all its marketing and advertising messages.

The history of performing the successful marketing for McDonald's is very long. Since the founding of this enterprise in the 60s of the last century, McDonald's has conducted a great number of different advertising campaigns and has created a great number of very successful and attractive advertising slogans. Moreover, through every McDonald's advertising campaign the company attempts to reach some special segment of their target consumer audiences and to make their advertising relevant and acceptable for its consumers. Thus, let us take a look at some of the McDonald's advertising campaign slogans, which this enterprise has used during the last five decades.

During the 60s of the last century, McDonald's came up only with two different advertising slogans. Those were "Look for the Golden Arches" and "McDonald's is Your Kind of Place". The 70s decade was more productive and McDonald's advertising campaign included some five different slogans, created and launched in 1971, 1975, 1976 and 1979. Here are only two examples of them: "You Deserve a Break Today", which actually reoccurred later in the 1980 McDonald's advertising campaign, and "We Do it All for You". As you may see, most of the McDonald's advertising is very personal and is aimed at evoking positive emotions about the place in its consumers.

During the 80s decade of the last century McDonald's introduced other six advertising slogans, though only five of them were new, as the 1980 "You Deserve a Break Today" slogan was taken from its 1971 advertising campaign. Here is a couple of examples of the 80s decade McDonald's advertising campaign slogans: "It's Mac Tonight" and "Nobody Makes Your Day Like McDonald's Can". The 90s decade was especially fruitful for new Mcdonald's addvertising slogans, since during this decade the company came up with some ten new ones of them. It basically created a new slogan for every new year and someitmes even twice a year. "Have You Had your Break Today?" and "Did Somebody Say McDonald's?" are some of them. Nevertheless, the first decade of the new millenium promisses to be even more fruitful as to the new advertising slogans. By the year of 2003 McDonald's had already come up with six new slogans. "We Love to See You Smile" and "i'm lovin' it" are some of them.

However, besides introducing efficient and creative advertising slogans, marketing for McDonald's also contains some special advertising campaigns, such as minority groups advertising, and through event marketing McDonald's is trying to reach Hispanic and African-American consumers of the USA. Nonetheles, the main goal of this company is not only to attract more of the minority consumers to its restaurants, but also to show these people how important they and their business is for the company.