The Hidden Meaning of the Golden Arches
Cheskin worked with McDonald’s at the time it was about to abandon arches as architectural elements of its outlets. He advised that the memory of the arches be kept in the form of the M in “McDonald’s.” His case was based, he said, on research that showed that “the arches had Freudian applications to the subconscious mind of the consumer and were great assets in marketing McDonald’s food.” In other words, Cheskin said, the arches are “mother McDonald’s breasts, a useful association if you’re replacing homemade food.”
The Golden Arches as the great teats of America, holy crap.