This is an advertisement for a new hamburger at McDonald's in Japan. This burger, the Texas 2, was a next evolution of McDonald's original, Texas burger. The denotative meaning behind this advertisement was that people can enjoy the taste of America, but unlike any burger before it, specially Texas. By McDonald's expressing that this burger is American, but even better by it being "Texan", it creates an image of exoticism in the Japanese culture. The connotative meaning is that if you enjoy this burger, you will become more American/Western and know what it means to enjoy American but especially "Texan" cuisine.

The Texan 2 burger and it's predecessor were part of a campaign by McDonald's to showcase differing parts of America. Other creations included burgers from, Hawaii, New York, and Idaho. Apart from Idaho, these regions represented areas of the country that the Japanese may have known before. However, the Texan burger introduced Japanese society to a possibly unknown region of the United States. The biggest ingredient added to this burger to differentiate it from other burgers, is the chili. The chili represents the essence of the western United States. Chili was born out of the desperation of adventuring Americans and has become a a nation-wide comfort food. The inclusion of the chili gives new flavors that most Japanese have never experienced before in a form that is accustomed to and pleasing to the eye. The Texas 2 burger gives the customer another but different taste of America, and draws to the consumer closer to thinking "I am more Western now. I've experienced a taste of something only found in America".