McDonald's new advertising campaign to promote high-level career opportunities within the company is a great way to fight the connotation of dead-end drudgery and low wages that comes with "McJobs," according to Jerry M. Newman, SUNY Distinguished Teaching Professor in the University at Buffalo School of Management.
Having worked undercover at seven fast-food restaurants across the United States, including McDonald's, Burger King and Wendy's, Newman, author of "My Secret Life on the McJob," says that McDonald's has the right idea in its newest television commercial.
The spot features Karen King, president of McDonald's USA East Division, extolling the virtues of the high schooler who gets a job at McDonald's, working hard and taking advantage of opportunities.