I think this is a really good advertisement for McDonalds. Its a very simple ad but the purpose is clear. McDonalds is now open all day and all night. When you first see this ad it looks like a crescent moon, but as you look at it more carefully you notice its not a moon but a hamburger bun. The light on the bun creates the look of a moon and the seed are like the craters on the moon. The ad makes the bun look like a moon to show that they are now open 24/7. The caption beside the bun-moon says "Open 24 hours" just to clear up any confusion about the ad.
This ad is pretty much targeted to anyone and everyone. But also, it could be specifically targeted to those late night eatters. The people that have to work late into the night and don't have where to go out to eat, they now have McDonalds at the ready for them. I know I certainly took advantage of the open 24/7 deal.
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