365black. Com Response Paper

The commercial aired by McDonald during February 2014 in the United States, promoting its special featured website 365black.com which targeted to serve African-American community was aroused an enormous responses among publics (Weissman, 2014, para. 3). The advertisement featured a black male professional entering an apartment building with two McDonald’s bags, and then found that the doorman who is a black kid was an ambitious student instead of only a doorman after chatting with him. The advertisement then pushes viewers to the featured website 365black.com. The commercial was obviously achieved its purpose to promote the special featured website 365black.com as publics started to comment about the website or even criticize it on social network. Publics spread their negative comments about the marketing

al. (2009, p. 4), public relation is a management function that assist organization to define customs, achieve objectives, and facilitate publicity. Public relation practitioners are responsible in creating, framing and shaping news stories that favour the interests of the represented organisation (Oxford University Press, 2011, p.345). 365black.com is one of the public relation campaign taken by McDonald in order to reach the minority group of customers through this ethnic marketing. The website is undoubtedly well- functioning to build a positive image of the fast food restaurant among African-American community or even the worldwide consumers, as most of the content are related to the benefits for African-American community provided by the fast food company. However, these contents were being accused by public as inappropriate, insincere and mostly racist. According to the International Chamber of Commerce code of advertising and marketing communication practice (2011, p. 6), public relation practitioners are not allowed to attempt public’s attention without respect the general standard of decency and transgress the limit of