In the selected advertisement the product is the brand itself. The source is an advertising signboard (you will find it in the attached document). In it, you can see the fragments of the brand logotype simulating traffic signs accompanied by a short indicative text.
The purpose of this advertising piece is given through the recognition of the logo (very famous) even being partitioned. This way they keep the brand positioning they already have. Everybody the big M on the route, far away and gets hungry, so they keep on playing with that. They take advantage of it. The advertiser knows his brand is worldwide known and establishes an implicit game of complicity with the receiver.
People see the big M on the route, they get hungry and the sings take you to the closest restaurant, you just need to “follow the arch”.They have full effectiveness. As we already said the brand is so well positioned that when people see the red M everybody knows whats standing for. They know what they will have, how much will it cost, that's gonna be quick and that they will love it.
