Name-Calling: McDonald's tries to downgrade the other fast-food restaurants to get you to eat at McDonald's instead of Wendy's or Burger King.
Bandwagon: McDonald's used to use include how many burgers that they served since they started. "Everybody eats at McDonald's", is what they're trying to put in your head.
Celebrity: McDonald's usually has some young skinny celebrity in their ads to bring customers flowing in.