Ronald Ronald, an auspicious clown, symbolizes the idol of McDonald's restaurant. He is a symbol of friendship, humor and peace. He always dresses up as a traditional circus clown, with a yellow jumpsuit, red and white shirts and socks, red shoes, yellow gloves and red hair. He symbolizes that McDonald's will always be your friend. When McDonald's chain store opened in Moscow, a reporter described it as "the ultimate idol of American symbol". One worker described it as "like the cathedral in chartres" ... a place to receive the joy of heaven. A public opinion survey on preschool children shows that 96% of children can recognize the logo of McDonald's uncle Ronald, second only to Santa Claus. McDonald's took advantage of this public image and established the McDonald's Uncle Children's Charity Foundation in China on 1984. Up to now, it has donated 60 million dollars to more than 600 organizations in China/KLOC-0. In addition, in addition to the golden arch "M" and the long-distance logo function of Ronald, a clown who is deeply loved by children, the corporate standard colors of McDonald's-red and yellow are also warm. Of course, it is totally inconceivable to build a world-class fast food empire only by the personal charm of Ronald clown. An important reason why McDonald's can establish good communication with consumers and gain universal recognition is to establish a complete brand identification and communication system. -We like to make you laugh. In decades of operation, McDonald's has always been a model for all international brands to implement the "affinity" strategy. McDonald's often takes children as affinity objects, and strives to win children's love in advertising performance. But in advertising slogans, adults are reminded by hints. For example, its slogan in South Africa is "McDonald's every day"; Canada's slogan is "everyone will meet together"; In Leo? The slogan of Bona's acting period was "Did anyone mention McDonald's?" During DDB's global agency, the slogan was "We like to make you laugh".