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Sign Language: McDonald's is "Lovin' It"

By David A. Morrison
TWENTYSOMETHING^™ Inc.

Dear Editor:

In reading your "Spotlight" Section on the current McDonald's campaign, I thought your readers might be interested to learn that the "unique McDonald's hand signal" to greet customers is anything but. This gesture has been used by the deaf and hearing impaired to say "I love you" for decades.

You can confirm this fact by visiting one of several sites on the web which animates this phrase: http://signwithme.com/main_signs.asp?ID=42 I think it's fantastic that McDonald's is using a universal hand gesture as a means of tying together its global "I'm Lovin' It" campaign. This umbrella strategy even cleverly includes customer groups that have traditionally been unable to totally relate to conventional television campaigns.

                                                                                    © 2003 TWENTYSOMETHING^™ INC.