UNIT TWO THE BIG MAKEOVER (p. 18, 19) CORPORATE SOCIAL RESPONSIBILITY (p. 22, 23)

How would you describe its corporate image?

Company founded inCompany founded by LogoMascot Products / menuAppearance of restaurants Core marketImage of the company Unit 2: The BIG McMakeover Task 1: Discuss with a partner & fill in Why was the company in trouble in the 1990s? How has MD changed its image recently (look, menu, corporate values)? BA, p 18 Task 2: Reading for gist → fill in the missing info

Company founded in Des Plaines, a suburb of Chichago, Illinois, USA Company founded by: Ray Croc, Dick McDonald, Mac McDonald (1955) Logo: Yellow, M sign (the golden arches) Mascot: Ronald McDonald, a clown figure Products / menu: Mainly burgers and fries Appearance of restaurants: Plastic seats, strip lighting, bright colours Core market: fast-food consumers (children, youth, low-income groups) Image: - the quintessential fast-food restaurant - good value for money - producing convenience food - child friendly

READING FOR GIST: VOCABULARY McDonald’s came to represent ob_ _ _ _ y, d_ _d-e_ _ jobs and health s_ _ _ es related to meat co_ _ _ _ _ _ ion. Restaurants have been r _ _ _ _ _ ed. The new look is described as “s _ _ _ k”, “green” and as “c_ _ _ _ _ ful r_ _ _ o modernism” The menu is h _ _ _ _ _ _ _ _. McDonald’s now offers a r_ _ _ _ of salads and fresh fruits.The products are l _ _ _ lled as organic and f_ _ _ - range, and are s _ _ _ _ed ethically. MD wants to give the m _ _ _ _ _ e that environmental c_ _ _ _ _ _ s and healthy eating are new c_ _ _ corporate v_ _ _ es.

→ Reading for gist McDonald’s came to represent obesity, dead-end jobs and health scares related to meat consumption. Restaurants have been restyled. The new look is described as “sleek”, “green” and as “colourful retro modernism” The menu is healthier. McDonald’s now offers a range of salads and fresh fruits.The products are labelled as organic and free-range, and are sourced ethically. MD wants to give the message that environmental concerns and healthy eating are new core corporate values.

Reading for detail: 3 & 4 5 How would you describe the attitude or s_____ of the writer towards the subject matter? Why? List 3 pieces of evidence: -distaste of the original style (e.g.???) -ironic distance created by -use of quotation marks (e.g. ???) -extravagant and rethorical language (e.g. ???) -a sentence which effectively undermines the image McDonalds is trying to project ??? 2 Corporate image, BA p sceptical

CSR

CORPORATE SOCIAL RESPONSIBILITY JUST PAYING LIP SERVICE ? A TOKENISTIC PR EXERCISE ? A SMOKESCREEN? A FRAUD? OR GENUINELY CONCERNED ABOUT THE PUBLIC GOOD?

1 Fill in the spaces 1 responsibility2 hypocrisy 3 environment4 brand 5 profits Corporate social responsibility, BA FORAGAINST FOR AGAINST

Discussion Critical attitudes to CSR: -Economic liberals ??? -Social liberals ??? The roles of CSR in conventional business: -part of risk management -element of HR strategy (aids r _ _ r _ _ _ment & r _ t _ _ _ion) -part of brand differentiation (projecting distinct e_h_ _ _ _ values builds c_ _ _ _ _er l_ _ _ _ _ _) It is “putting lipstick on a pig” It distracts from main purpose

Discussion Critical attitudes to CSR: -Economic liberals ??? -Social liberals ??? The roles of CSR in conventional business: -part of risk management -element of HR strategy (aids recruitment & retention) -part of brand differentiation (projecting distinct ethical values builds consumer lolyalty) It is “putting lipstick on a pig” It distracts from main purpose

Listening Vocabulary? Match please: 1 to coin3 fully and clearly expressed 2 enhance 1 to devise a new word / phrase 3 explicit4 a nearby, surrounding region 4 vicinity2 to make greater, improve Corporate social responsibility, BA 22-23

BA, p 22 HW: 1 Reading, Task 6 & Vocabulary 2 What examples of smokescreens, paying lip service and tokenistic PR exercises can you think of? Research the topic and get ready to report at least one example next time. 3 Possible summary task: The Big McMakover 2.3 Corporate social responsibility