<P> In order to appeal to African - American people, McDonald's exclusively used images of African - American people enjoying a McDonald's meal in their ads . They also adopted linguistic features which were "typical" in that particular culture, such as "g - dropping" for example "Makin' it" or "Dinnertimin"'. Additionally, McDonald's also introduced the "Get Down" campaign which was a popular dance move in the African American culture at the time . </P> <P> As McDonald's was mainly a "white - dominated" agency at the time, it seemed that even though they were attempted to make good with these ad campaigns, they only really achieved appearing "racially naive" and also heavily relied on fraught stereotypes rather than actual information . (Charlton McIlwain 2015) Another notion, coined by Tom Burrell (2003: 240), was "positive realism" which "depicted African - Americans using consumer products in a manner that was authentic and relevant ." This term is thought to have influenced and encouraged the depiction of African - Americans in advertising . </P> <P> i'm lovin' it is a branding campaign by McDonald's Corporation . It was created by Heye & Partner, McDonald's agency based in Unterhaching, Germany, near Munich, and a member of the DDB Worldwide Communications Group, Inc . It was the company's first global advertising campaign and was unveiled in Chicago, Illinois on June 12, 2003 and launched in Munich, Germany on September 2, 2003, under the German title ich liebe es . This is only used in Germany; in Austria, Switzerland, and Liechtenstein, the English slogan is used . The English part of the campaign was launched in Australia on September 21, 2003, the UK on September 17, 2003, and in the USA on September 29, 2003 with the music of Tom Batoy and Franco Tortora (Mona Davis Music) and vocals by Justin Timberlake, in which the slogan appears . The motion logo at the time (featuring the "M" zooming out and shining and the "i'm lovin' it" (in different languages, usually in English) zooming to the "M", leaving a trail) was produced by using Adobe After Effects and Adobe InDesign . Also, by September 3, 2003, McDonald's selected more than 30 people to appear in new packaging for McDonald's products, starting with a photoshoot taking place from September 3, 2003 until November 2003 . They unveiled new "i'm lovin' it"--themed packaging on December 8, 2003 and rolled it out worldwide throughout 2004 with the final delivery date being November 20, 2004 . In January 2007, after a public casting call which received 15,000 submissions, McDonald's selected 24 people to appear as part of the campaign . Images of those chosen, taken from September to December 2006, who had submitted a story and digital photograph which "captured...themes of inspiration, passion and fun," appeared on McDonald's paper bags and cups worldwide . </P> <P> In early 2008, McDonald's underwent the first phase of their new image and slogan:' What we're made of .' This was to promote how McDonald's products are made . Packaging was tweaked a little to feature this new slogan . In November 2008, McDonald's introduced new packaging, eliminating the previous design stated above (except for the Philippines and a few countries, where the previous design is used in tandem with newer packaging and in Fiji, where the previous design is still current) with new, inspirational messages, the "i'm lovin it" slogan (appearing only once on most packages). McDonald's also updated their menu boards with darker, yet warmer colors, more realistic photos of the products featured on plates and the drinks in glasses . From 2009 to 2010, McDonald's introduced new packaging worldwide . However as of 2017, McDonald's continues to have the "i'm lovin it" slogan appear on most all of its product packaging; and has made no major announcement that the company will use any other slogan exclusively in place of this one any time in the near future . </P>

When did mcdonald's start saying i'm lovin it