By using historical method, this study is intended to analyze the contributing factors behind the Taiwan’s government move to open up its fast-food market, the development of the fast-food chains and their strategies of advertising and marketing, and the impacts of the entry of Western fast-food chains on the fast-food industry and society on Taiwan, with an emphasis on the development of McDonald’s in Taiwan. This paper addresses three major areas: first of all, literature review includes the advertising and consumption culture, and two approaches of the study of transnational advertising. Secondly, it examines the development of Western fast-food restaurants in Taiwan, including the historical development, and current situation and strategies of McDonald’s in Taiwan. Thirdly, this paper discusses the impacts of the entering of Western fast-food restaurants on Taiwanese society.