Previously, McDonald's campaigns were based on telling customers

about feeling or doing something like telling them to take a rest, that
there was no other brand that could make customers smile as much as
this brand, that the shop liked to see the smiles of customers, and
others. However, in reality, customers do not like brands to tell them
what they should do or how they should feel, so McDonald's now uses
the slogan "I'm lovin 'it" instead. Therefore, the customers feel that
"McDonald's will always be a small part of everyday happiness for all
ages" (Larry Light, 2020). McDonald's has begun adapting the slogan
from directive speech act to expressive speech act because they want
customers and franchisees to feel more friendly with the brand, and
the sales were increased.
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Happy Meal set has been popular among customers as McDonald's
had targeted customer groups at various time range, such as parent-
child groups that come to eat on weekends, a group of businessmen
who buy food to eat before boarding on a plane, and young people
who buy food to eat late at night.
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The You deserve a break today Slogan is applied again as a long-
standing slogan of customers and has become the most successful
advertising slogan (Melissa Ignasiak, 2012) ---------
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reason that the Declarative speech act is not seen in this research is
that it is more often seen in beauty products advertisements. This
speech act is the least popular with advertisers as the advertisers want
to avoid using highly formal words or sentences with consumers.