These are TV advertisements of McDonald's in the UK. We notice that the ads do not write their brand name at the end, but their slogan instead ------ I'm lovin' it. According to the learning theory, it is suggested that we would learn the association between two things and give automatic reaction when we see one of them again (Bandura & Walters, 1977). If we see the sign of McDonald's in the street, the association with "loving it" will pop in our mind. Such association between love and Mcdonald's may lead more people to like eating the hamburgers from the brand.
Bandura, A., & Walters, R. H. (1977). Social learning theory.