This paper aims at exploring and discussing how powerfully McDonald’s ‘Happy Meal’ contributes to globalization of American culture and value in ‘alliance’ with representation and hence ideology in the American animation industry. In particular, as a critical linguistic research, the paper focuses on investigating intertextual and ideological meaning constructions in American animation and McDonald’s promotional discourse for Happy Meal. The discussion will be mainly based on social semiotic analysis and intertextual/interdiscursive analysis of American animations and McDonald’s global Happy Meal promotional leaflets, focusing on construction of socio-cultural values and identities of America and McDonald’s.
Copyright Common Ground and The Author/s. Article originally published in The Global Studies Journal, Volume 2, Issue 2, pp. 143-154. This version archived on behalf of the author/s and is available for individual, non-commercial use. Permission must be sought from the publisher to republish or reproduce or for any other purpose.