Language: The first thing that made me realise that this is an advert is the logo in the bottom right corner and the infamous McDonalds slogan 'I'm lovin' it'. There isn't really anything else that's been used to indicate what restaurant the advert is for because this year, as McDonalds celebrates its 40th anniversary, everyone instantly recognises the golden arches. The main text is only 5 words long but the way it's laid out is enough to make people want to eat it. Firstly the word 'new' is on top of a yellow circle and yellow contrasts with red so it makes the word stand out more. Secondly, the name of the burger, 'Clubhouse' could relate to an actual clubhouse and when you think of a clubhouse, you usually think of loads of people packed into one place, and so maybe that's what they had in mind, to have loads of flavour packed into one burger. Also, the word 'more' has 3 extra m's than it should and this is because a typical noise you make when you enjoy food is 'Mmm' so therefore that is why they used it. Finally the phrase 'more to love' shows nothing more than there is simply more in this burger than a regular cheeseburger at McDonalds. The image of the burger clearly shows some bacon which has been made to look like a tongue licking its lips. I think they've done this because if this effect hadn't been used, then it would be less obvious that there was bacon in this and it would look just like a regular cheeseburger so no one would really know the difference and would opt for a cheeseburger. Also, it implies that you will also be licking your lips when you eat it because it's so tasty.
Institution: The major institution behind this advert is McDonalds, a fast food chain of restaurants which has just celebrated its 40th anniversary. The words 'more to love' could show that they're trying to imply that they have more food and more quality than other fast food restaurants e.g. Burger King, KFC, Subway, Pizza Hut, etc.
Audience: I think this advert is aimed at regular customers of McDonalds since they will know what it means when it says 'more to love'. They will know what you can get at McDonalds on a day to day basis and so by seeing that phrase they will know that there is something different to try to what they usually order. I think the age range would vary from 10 - 50 because older people are more aware of the health risks of eating fast food and their health is more at risk. I think the gender percentage is 60% male and 40% female because in my opinion females care more about their health and their weight and body.
Representation: Although there are no people in this advert, the single picture of a burger rammed with bacon, cheese and fake beef supports the general stereotype that people who regularly eat McDonalds are overweight and because the burger is very big, it could be being used to represent a general customer of McDonalds and what they look like.
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