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Dramatic sound track, with hypertext about natural disasters that draws your attention. Testimonies by people with accreditation who claim they used to be like us too, fooled by the media, but now they know better.

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the purpose of the text is to appeal to a common sense of humanity/ justice/ better nature.

It assumes a global audience. It positions Mcdonald's socially responsible and attempts to persuade the audience of such. The purpose is conveyed through emotive language, images, animation, Soundtrack.

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Emotive language
dramatic music, language, images e.g. london under water - mockery climate change
Interviews with supposedly legitimate climate scientists from major universities to position climate change believers as wrong and deniers as correct

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- ositioning

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Positioning of the Corporate Responsibility

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Positioning of the Corporate Responsibility

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message is conveyed through:
- emotive language
- declarative sentences
- "happy" soundtrack
- animation

purpose:
- appeal to humanity, responsibility, good will and better nature
- let the costumers know that McDonald's cares about profit as well as environment

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- They are positioning everyone
- Positioning our moral rights, easier to point out the wrong than to do whats right
- Uses emotive language
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They are positioning the general public, by showing that when the sign said "fuck the poor" people generally reacted negatively and when it said "help the poor" people generally reacted apathetically

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Megyn Kelly Interviews John Coleman Weather Channel Co-Founder

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Weather Channel Founder DESTROYS Global Warming Mythology

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Trailer for the movie "The Great Global Warming Swindle"

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Our Journey Together. For Good. | Sustainability | McDonald's

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Everyday all around the globe, McDonald's is putting people, processes and practices into place to make better food, more sustainable sourcing, happier people, a stronger community and a healthier planet. SUBSCRIBE: http://bit.ly/XSyXBU About McDonald's Back in 1954 a man named Ray Kroc discovered a small burger restaurant in California and wrote the first page of our history.