I don’t believe this is an actual goal of brand advertising.
Instead it the goal is to bump up the concept of the brand into your short-term memory, and perhaps as a bonus to associate that with positive emotion or at the very least to normalize the brand.
Later when you are making a purchasing decision, the brand is more present in your mind and makes it a more likely outcome.
Of course this is more complicated and nefarious when the brand’s products are addictive or have addictive-like qualities, which arguably includes McDonald’s.
Instead it the goal is to bump up the concept of the brand into your short-term memory, and perhaps as a bonus to associate that with positive emotion or at the very least to normalize the brand.
Later when you are making a purchasing decision, the brand is more present in your mind and makes it a more likely outcome.
Of course this is more complicated and nefarious when the brand’s products are addictive or have addictive-like qualities, which arguably includes McDonald’s.