week 13, post 2, Max

Max's latest burger special has much to say about Swedish advertising and its relationship with America. There is no doubt that Max, the Swedish hamburger restaurant, was based off the same ideas of McDonald's. By using advertisements that feature American fast food traits, the restaurant becomes part of the same playing ground as the McDonald's brand in the eyes of its consumers. It isn't just the fact that Max is selling American style burgers to a Swedish market, they are also doing more in this advertisement. The props used in the photograph are interesting and give a consumer a distinct idea about what eating 'American-style' really means. The props are themed to fit in places like L.A or Miami with a palm plant, high fashion sunglasses, and of course- car keys. The colors and style of the props have a feminine touch, perhaps to reach a different crowd. I have observed many groups of teenage boys eating at Max, so this might be their attempt to reach into the female market with their specialty burgers. The idea of eating like an American according to Max is all about living large. I am not sure how successful this campaign is for the Swedish restaurant considering the previously studied traits within the Swedish market of simplicity and resourcefulness. The idea of living large under the palm trees driving a fancy car with your shades on might be short lived for this market. However, if Max is considered an occasional treat to Swedish consumers, perhaps the idea of luxury sounds nice on a rare occasion.