INTRODUCTION:
Children have been the most popular targets of many fast food companies that offer lucrative distraction opportunities for children. McDonalds, the leading fast food provider especially attracts children by offering tempting menus, prizes and other children distractions. The mentality of the children being exploited is definitely a subject for discussion as the fast food company mainly employs childhood psychology as a means of attraction to its products. There is an attraction towards the funny Ronald clown from children. The flash work on the website that portrays Ronald as children’s friend is certainly worth noticing. Now, Ronald has a new set of friends and it’s called “Ronald and Friends.” Now Ronald even owns his own website (http://www.ronald.com) where it offers games and other learning activities for children.
WHAT McDONALD DOES…
Globalization has brought many changes in the world today and McDonalds is a global company that has thousands in franchises in over 100 countries with several outlets per city worldwide. McDonalds has “commoditized” children for its marketing strategies. While it can be said that Ronald is successful in its marketing strategies, his marketing strategies employ the exploiting the minds of children by drawing them towards high-carbohydrate foods. According to Augustinian Theoretical model,
“Children are “small imbecilic” creatures who need to be amused with frivolous past times” (Kim, Wong and Wong, 1999).
Therefore, McDonalds targets children for its marketing strategies as children love being a part of exciting people and adventures. McDonalds offers attractive toys plus “super-size” burger meals that tempt children (Appendix 2). Furthermore, it also proceeds to market its product through several games it offers on its website. Now, expanding his team to other friends, Ronald’s clown appearance mesmerizes children as they are continuously mused by him (as well as his products, including fast food menus). James Meikle, the health correspondent for Guardian, UK stated,
“The public health minister Melanie Johnson last night began tightening the screws on fast food companies to end two-for-one burger promotions and incentives aimed at children. She accused them of sending “contradictory messages” in the battle against rising obesity levels. The government has already put the food industry on notice that manufacturers will be banned from advertising products that are high in fat, sugar and salt unless they put their own house in order” (Meikle, 2005).
The health minister specifically targeted McDonalds for the rising health concerns in children. The way McDonalds portrays its products, children find them extremely cool, which is why they are drawn towards it; especially when special promotions of free toys or “Buy one and get one free!!” offer meals are on in festive seasons. As per the 1994 report by Danny Penman, McDonalds uses its clown to encourage the children to eat food that is “high in sugar, salt and fat” (Penman, 1994).
Children are very commonly viewed as miniature forms of adults and therefore, express desires and needs (Gittens, 2004). Therefore, childhood exploitation by McDonalds (as children are not adults and have not yet reached adulthood) is evident through its several promotional marketing campaigns. The exploitation employs distracting and attracting immature minds to foods and products that children would love the most; i.e. burgers, soft drinks (Fizzy cola) and free miniature toys. The Battle Boys toys were the most common toys that were offered by McDonalds with their Happy Meal that is meant especially for kids. They formed an important part of the marketing strategy by the McDonalds in the year 2002 (Appendix 1).
The McLibel Trial is one of the most famous cases that can be mentioned under this discussion. It was a British court case against McDonalds by Helen Steel and Dave Morris where they claimed that McDonalds exploited children for its marketing strategy by attracting them towards its unhealthy and non-nutritious meals through its “misleading advertising.” Furthermore, they also stated that eating enough McDonald’s food can be the leading cause of heart disease and obesity and thus, Anti-McDonald campaign took its birth where full features representing why they are against McDonald’s was sent worldwide (McSpotlight, n.d.) (Appendix 6).
The free delivery option by McDonalds to its customers makes every reason for a child to persuade his or her parents for the McDonalds’ Happy Meal (Appendix 3). As children are innocent in nature and are unaware of the potential health risks associated with a diet that includes fizzy drinks, burger and fries. The child’s mind is capable of viewing only one aspect: his or her own wish or will (Appendix 4). As they are not adults, they are not able to understand or differentiate between what is healthy and what is not. The so-called “pester power” of children mainly persuades parents to proceed with their children’s wishes. As media awareness network states,
“To effectively market to children, advertisers need to know what makes kids tick. With the help of well-paid researchers and psychologists, advertisers now have access to in-depth knowledge about children’s developmental, emotional and social needs at different ages. Using research that analyzes children’s behavior, fantasy lives, art work, even their dreams, companies are able to craft sophisticated marketing strategies to reach young people” (Media Awareness Network, 2007).
This particular article enlightens on the stance of using children as a means of promotion. Barbara A. Martino, an advertising executive firmly believes that the pester power of children helps them sell their products and thus, they rely on them. Such a strategy to promote marketing has helped many such children-targeting industries to earn millions. According to the statistics, the industry focused on such a marketing strategy exploiting children boosted from a mere $100 million in the 1990’s to more than $2 billion in the year 2000. Even the internet is used and is targeted specifically towards children by making them understand their promotional offers and interactive online environments such as offering games and other prizes on the website (Media Awareness Network, 2007).
McDonalds has another website entitled Ronalds.com (Appendix 5) that has games to help the child’s intellectuals but indirectly targeting prizes towards their products as well. The website openly states, “Hey Kids. This is advertising!” and the kids openly fall prey to its products and marketing strategies focused especially towards them thus “deconstructing” the child’s mind in a manner that they believe McDonalds is “constructive” for them. The website for children’s play games and other intellectual activities displays a colorful background with animated features that attracts children towards the website again and again. Ronald’s colors of red, yellow and several interactive activities make it a popular kid’s portal on the internet to visit for games. It can be said that McDonalds has “empowered” its products over the minds of children in every way it can. Ronald, the clown is an “iconic” symbol for children where children look up to him for fun (Appendix 5).
McDonalds has “espoused” the Erikson’s psychosocial theory of childhood development in its marketing strategies. According to this theory, the third stage as stated by Erikson is compatible with the marketing strategies employed by McDonalds where they are aware that the child’s psychology and mentality begins with the preschool years and during this phase, “they learn to assert their power and control over the world through directing play and other social interaction” (Wagner, 2007). McDonalds has a “hegemonic” influence worldwide and thus, it is difficult to draw children to an adult understanding.
Moreover, such industries are employing the skills of psychologists, especially child psychologist to study their market targets and hence produce products that make children yearn for it. As Allen D. Kanner states,
“The information psychologists are giving to advertisers is being used to increase profits rather than help children. The whole enterprise of advertising is about creating insecure people who believe they need to buy things to be happy. I don’t think most psychologists would believe that’s a good thing. There’s an inherent conflict of interest” (Clay, 2000).
According to the 2006 statistics posed by United Kingdom, Britain, it was also found that Big Mac tops unethical poll where the “Super Size Me” meals produced drastic health results after a continuous diet of burgers and French fries including the fizzy drinks (Walsh, 2006). One may also take the “drive-in” feature of McDonalds where children have easy access to their will as their parents don’t have to wait in a queue for their children’s orders (ICFAI, 2004).
McDonalds has done very little despite of the rising health concerns regarding obesity and exploiting children’s minds for marketing. Though several cases can be presented against McDonalds, due to its popularity amongst a worldwide audience (McDonalds has franchises and thousands of outlets catering millions throughout the world), McDonalds does very little but employs new strategies to draw the children and adult audience towards its products.
There are several reasons as to why teachers and parents have to compete with such children-targeting-industries. Children prefer the colorful and animated looks and thus, are easily attracted to products that really aren’t so good for them. With several actors and other popular personalities posing for such multi-million dollar industries, they expect their teachers to be such enterprising and attractive individuals. Children yearn for fun and when fast food companies like McDonalds actually give them what they fantasize, they are drawn more towards their fantasies (Kenway ; Bullen, 2001). McDonalds uses pamphlets, brochures, TV advertising, online or internet advertising, promotional advertising for campaigns such as Coca Cola as well as toy-related companies that the children only want McDonalds as they get to eat and play at the same time. The fun maze offered by McDonalds at several outlets is another kid’s attraction.
CONCLUSION:
Children are miniature adults who need constant guidance and hence, are easily attracted towards anything that amuses them and helps them pass their time. Basically, we need laws that would help protect children against such companies that employ to exploit the child psychology in order to run their business. They need to be protected and guided on this matter by adults as they are in a state of ignorance and fail to understand the world around them (Children’s Law Center, 2003). Rules should be legitimized in the business industry so that companies like McDonalds are aware of their marketing strategies. McDonalds has yearned a life-long audience in this case where thousands of children are attracted towards Ronald and his tempting menus (though unhealthy) along with his promotional offers (attracting children by offering them free toys with their Happy Kids’ Meal). Children are continuously exploited by McDonalds and therefore, its marketing strategies and targets can be termed as absolutely unethical and unacceptable by the community members today.
REFERENCES:
Kim, J., Wong, A., Wong, J. (1999). The Augustinian theoretical model. Retrieved online on the 7th of May, 2007 at http://www.umich.edu/~ece/student_projects/childrens_lit/Augustinian.html
Meikle, James (2005). Minister talks tough on fast food for children. Guardian, UK. Retrieved online on the 8th of May, 2007 at http://www.mcspotlight.org/media/press/other/guardian210105.html
Penman, Danny (1994). McDonald’s ‘exploiting children’. The Independent. Published on the 6th of July, 1994. Retrieved online on the 8th of May, 2007 at http://www.mcspotlight.org/media/press/exploitchild.html
Gittens, Diana (2004). The historical construction of childhood. Commonwealth of Australia. University of Western Sydney, 1964
McSpotlight (n.d.). The McLibel Trial. Retrieved online on the 8th of May, 2007 at http://www.mcspotlight.org/case/index.html
Media Awareness Network (2007). How marketers target children. Retrieved online on the 8th of May, 2007 at http://www.media-awareness.ca/english/parents/marketing/marketers_target_kids.cfm
Wagner, Kendra Van (2007). Erikson’s Psychosocial stages. About.com. Retrieved online on the 8th of May, 2007 at http://psychology.about.com/od/theoriesofpersonality/a/psychosocial_2.htm
Clay, Rebecca A. (2000). Advertising to children: is it ethical? Monitor on Psychology. Published in September, 2000; Volume 31, Issue no. 8. Retrieved online on the 8th of May, 2007 at http://www.apa.org/monitor/sep00/advertising.html
Walsh, Conal (2006). Big Mac tops “unethical poll”. Observer. Published on the 16th of April, 2006. Retrieved online on the 7th of May, 2007 at http://www.mcspotlight.org/media/press/mcds/observer16042006.html
ICFAI (2004). The McDonald’s Turnaround Story. Retrieved online on the 8th of May, 2007 at http://www.icmr.icfai.org/casestudies/catalogue/Business%20Strategy2/The%20McDonalds%20Story.htm
Kenway, Jane ; Bullen, Elizabeth (2001). Consuming Children. Open University Press. Published in 2001 (Page 2: Introduction).
Children’s law centre. (2003), UNCRC, Retrieved online on the 4th of May 2006,
at http://www.childrenslawcentre.org
APPENDIX:
Appendix 1:
“Battle Boys toys from McDonalds in their happy meal”
Retrieved online on the 8th of May, 2007 at http://www.mutantrobots.com/Images/mcdonaldsAdd.jpg
These toys were a part of the McDonald’s Happy Meal Promotional Campaign. Such toys often become the craze for children as they compete with their age groups for the entire collection. Thus, they force their parents to buy them a less nutritious Happy Meal (which is full of fat and sugar).
Appendix 2:
Retrieved online on the 8th of May, 2007 at http://www.geneticfuture.org/blog/archives/mcdonalds.jpg
This ad displays the super-size meal with the fizzy cola drink, French fries and a burger that usually tempts children to opt for McDonalds due to its richness in flavor (This meal is packed with high content of saturated fat, enough to risk any one for heart disease and obesity, especially in children).
Appendix 3:
Retrieved online on the 8th of May, 2007 at http://www.mcdonalds.delivery.com/images/websites/mcdonalds/mcdonalds_tray.jpg
This free-delivery ad makes every child crave for McDonalds irrespective of where he or she is. Even though parents may want to persuade their child that the McDonald’s restaurant is far away, it cannot happen as the free-delivery at the door-step is known to children and the children themselves can dial through to order their own choice of “Happy Meal.”
Appendix 4:
Retrieved online on the 8th of May, 2007 at http://www.media-awareness.ca/english/parents/marketing/marketers_target_kids.cfm
Marketers such as McDonalds use the child pestering power and child psychology to make their products sell. As such, the parents forcibly give in to the wishes of the child in order to make him or her happy.
Appendix 5:
Ronald.com
Retrieved online on the 8th of May, 2007 at http://www.ronald.com
This flashy interactive website made for kids openly targets children for its products. Though it states that it is safe for children under the “Grown-ups” category, children are easily drawn towards this website due to its interactive features hence easing McDonalds into enter into their lives and make a prominent place for itself in it.
Appendix 6:
Retrieved online on the 8th of May, 2007 at http://adweek.blogs.com/photos/uncategorized/babyronald_1_1.jpg
This ad is in response to the marketing campaigns by McDonalds targeted especially towards children. This Anti-McDonalds’ campaign include a picture of baby Ronald and the website article states that this picture is clear enough to give any McDonald fan clown “nightmares”!
INTRODUCTION:
Children have been the most popular targets of many fast food companies that offer lucrative distraction opportunities for children. McDonalds, the leading fast food provider especially attracts children by offering tempting menus, prizes and other children distractions. The mentality of the children being exploited is definitely a subject for discussion as the fast food company mainly employs childhood psychology as a means of attraction to its products. There is an attraction towards the funny Ronald clown from children. The flash work on the website that portrays Ronald as children’s friend is certainly worth noticing. Now, Ronald has a new set of friends and it’s called “Ronald and Friends.” Now Ronald even owns his own website (http://www.ronald.com) where it offers games and other learning activities for children.
WHAT McDONALD DOES…
Globalization has brought many changes in the world today and McDonalds is a global company that has thousands in franchises in over 100 countries with several outlets per city worldwide. McDonalds has “commoditized” children for its marketing strategies. While it can be said that Ronald is successful in its marketing strategies, his marketing strategies employ the exploiting the minds of children by drawing them towards high-carbohydrate foods. According to Augustinian Theoretical model,
“Children are “small imbecilic” creatures who need to be amused with frivolous past times” (Kim, Wong and Wong, 1999).
Therefore, McDonalds targets children for its marketing strategies as children love being a part of exciting people and adventures. McDonalds offers attractive toys plus “super-size” burger meals that tempt children (Appendix 2). Furthermore, it also proceeds to market its product through several games it offers on its website. Now, expanding his team to other friends, Ronald’s clown appearance mesmerizes children as they are continuously mused by him (as well as his products, including fast food menus). James Meikle, the health correspondent for Guardian, UK stated,
“The public health minister Melanie Johnson last night began tightening the screws on fast food companies to end two-for-one burger promotions and incentives aimed at children. She accused them of sending “contradictory messages” in the battle against rising obesity levels. The government has already put the food industry on notice that manufacturers will be banned from advertising products that are high in fat, sugar and salt unless they put their own house in order” (Meikle, 2005).
The health minister specifically targeted McDonalds for the rising health concerns in children. The way McDonalds portrays its products, children find them extremely cool, which is why they are drawn towards it; especially when special promotions of free toys or “Buy one and get one free!!” offer meals are on in festive seasons. As per the 1994 report by Danny Penman, McDonalds uses its clown to encourage the children to eat food that is “high in sugar, salt and fat” (Penman, 1994).
Children are very commonly viewed as miniature forms of adults and therefore, express desires and needs (Gittens, 2004). Therefore, childhood exploitation by McDonalds (as children are not adults and have not yet reached adulthood) is evident through its several promotional marketing campaigns. The exploitation employs distracting and attracting immature minds to foods and products that children would love the most; i.e. burgers, soft drinks (Fizzy cola) and free miniature toys. The Battle Boys toys were the most common toys that were offered by McDonalds with their Happy Meal that is meant especially for kids. They formed an important part of the marketing strategy by the McDonalds in the year 2002 (Appendix 1).
The McLibel Trial is one of the most famous cases that can be mentioned under this discussion. It was a British court case against McDonalds by Helen Steel and Dave Morris where they claimed that McDonalds exploited children for its marketing strategy by attracting them towards its unhealthy and non-nutritious meals through its “misleading advertising.” Furthermore, they also stated that eating enough McDonald’s food can be the leading cause of heart disease and obesity and thus, Anti-McDonald campaign took its birth where full features representing why they are against McDonald’s was sent worldwide (McSpotlight, n.d.) (Appendix 6).
The free delivery option by McDonalds to its customers makes every reason for a child to persuade his or her parents for the McDonalds’ Happy Meal (Appendix 3). As children are innocent in nature and are unaware of the potential health risks associated with a diet that includes fizzy drinks, burger and fries. The child’s mind is capable of viewing only one aspect: his or her own wish or will (Appendix 4). As they are not adults, they are not able to understand or differentiate between what is healthy and what is not. The so-called “pester power” of children mainly persuades parents to proceed with their children’s wishes. As media awareness network states,
“To effectively market to children, advertisers need to know what makes kids tick. With the help of well-paid researchers and psychologists, advertisers now have access to in-depth knowledge about children’s developmental, emotional and social needs at different ages. Using research that analyzes children’s behavior, fantasy lives, art work, even their dreams, companies are able to craft sophisticated marketing strategies to reach young people” (Media Awareness Network, 2007).
This particular article enlightens on the stance of using children as a means of promotion. Barbara A. Martino, an advertising executive firmly believes that the pester power of children helps them sell their products and thus, they rely on them. Such a strategy to promote marketing has helped many such children-targeting industries to earn millions. According to the statistics, the industry focused on such a marketing strategy exploiting children boosted from a mere $100 million in the 1990’s to more than $2 billion in the year 2000. Even the internet is used and is targeted specifically towards children by making them understand their promotional offers and interactive online environments such as offering games and other prizes on the website (Media Awareness Network, 2007).
McDonalds has another website entitled Ronalds.com (Appendix 5) that has games to help the child’s intellectuals but indirectly targeting prizes towards their products as well. The website openly states, “Hey Kids. This is advertising!” and the kids openly fall prey to its products and marketing strategies focused especially towards them thus “deconstructing” the child’s mind in a manner that they believe McDonalds is “constructive” for them. The website for children’s play games and other intellectual activities displays a colorful background with animated features that attracts children towards the website again and again. Ronald’s colors of red, yellow and several interactive activities make it a popular kid’s portal on the internet to visit for games. It can be said that McDonalds has “empowered” its products over the minds of children in every way it can. Ronald, the clown is an “iconic” symbol for children where children look up to him for fun (Appendix 5).
McDonalds has “espoused” the Erikson’s psychosocial theory of childhood development in its marketing strategies. According to this theory, the third stage as stated by Erikson is compatible with the marketing strategies employed by McDonalds where they are aware that the child’s psychology and mentality begins with the preschool years and during this phase, “they learn to assert their power and control over the world through directing play and other social interaction” (Wagner, 2007). McDonalds has a “hegemonic” influence worldwide and thus, it is difficult to draw children to an adult understanding.
Moreover, such industries are employing the skills of psychologists, especially child psychologist to study their market targets and hence produce products that make children yearn for it. As Allen D. Kanner states,
“The information psychologists are giving to advertisers is being used to increase profits rather than help children. The whole enterprise of advertising is about creating insecure people who believe they need to buy things to be happy. I don’t think most psychologists would believe that’s a good thing. There’s an inherent conflict of interest” (Clay, 2000).
According to the 2006 statistics posed by United Kingdom, Britain, it was also found that Big Mac tops unethical poll where the “Super Size Me” meals produced drastic health results after a continuous diet of burgers and French fries including the fizzy drinks (Walsh, 2006). One may also take the “drive-in” feature of McDonalds where children have easy access to their will as their parents don’t have to wait in a queue for their children’s orders (ICFAI, 2004).
McDonalds has done very little despite of the rising health concerns regarding obesity and exploiting children’s minds for marketing. Though several cases can be presented against McDonalds, due to its popularity amongst a worldwide audience (McDonalds has franchises and thousands of outlets catering millions throughout the world), McDonalds does very little but employs new strategies to draw the children and adult audience towards its products.
There are several reasons as to why teachers and parents have to compete with such children-targeting-industries. Children prefer the colorful and animated looks and thus, are easily attracted to products that really aren’t so good for them. With several actors and other popular personalities posing for such multi-million dollar industries, they expect their teachers to be such enterprising and attractive individuals. Children yearn for fun and when fast food companies like McDonalds actually give them what they fantasize, they are drawn more towards their fantasies (Kenway ; Bullen, 2001). McDonalds uses pamphlets, brochures, TV advertising, online or internet advertising, promotional advertising for campaigns such as Coca Cola as well as toy-related companies that the children only want McDonalds as they get to eat and play at the same time. The fun maze offered by McDonalds at several outlets is another kid’s attraction.
CONCLUSION:
Children are miniature adults who need constant guidance and hence, are easily attracted towards anything that amuses them and helps them pass their time. Basically, we need laws that would help protect children against such companies that employ to exploit the child psychology in order to run their business. They need to be protected and guided on this matter by adults as they are in a state of ignorance and fail to understand the world around them (Children’s Law Center, 2003). Rules should be legitimized in the business industry so that companies like McDonalds are aware of their marketing strategies. McDonalds has yearned a life-long audience in this case where thousands of children are attracted towards Ronald and his tempting menus (though unhealthy) along with his promotional offers (attracting children by offering them free toys with their Happy Kids’ Meal). Children are continuously exploited by McDonalds and therefore, its marketing strategies and targets can be termed as absolutely unethical and unacceptable by the community members today.
REFERENCES:
Kim, J., Wong, A., Wong, J. (1999). The Augustinian theoretical model. Retrieved online on the 7th of May, 2007 at http://www.umich.edu/~ece/student_projects/childrens_lit/Augustinian.html
Meikle, James (2005). Minister talks tough on fast food for children. Guardian, UK. Retrieved online on the 8th of May, 2007 at http://www.mcspotlight.org/media/press/other/guardian210105.html
Penman, Danny (1994). McDonald’s ‘exploiting children’. The Independent. Published on the 6th of July, 1994. Retrieved online on the 8th of May, 2007 at http://www.mcspotlight.org/media/press/exploitchild.html
Gittens, Diana (2004). The historical construction of childhood. Commonwealth of Australia. University of Western Sydney, 1964
McSpotlight (n.d.). The McLibel Trial. Retrieved online on the 8th of May, 2007 at http://www.mcspotlight.org/case/index.html
Media Awareness Network (2007). How marketers target children. Retrieved online on the 8th of May, 2007 at http://www.media-awareness.ca/english/parents/marketing/marketers_target_kids.cfm
Wagner, Kendra Van (2007). Erikson’s Psychosocial stages. About.com. Retrieved online on the 8th of May, 2007 at http://psychology.about.com/od/theoriesofpersonality/a/psychosocial_2.htm
Clay, Rebecca A. (2000). Advertising to children: is it ethical? Monitor on Psychology. Published in September, 2000; Volume 31, Issue no. 8. Retrieved online on the 8th of May, 2007 at http://www.apa.org/monitor/sep00/advertising.html
Walsh, Conal (2006). Big Mac tops “unethical poll”. Observer. Published on the 16th of April, 2006. Retrieved online on the 7th of May, 2007 at http://www.mcspotlight.org/media/press/mcds/observer16042006.html
ICFAI (2004). The McDonald’s Turnaround Story. Retrieved online on the 8th of May, 2007 at http://www.icmr.icfai.org/casestudies/catalogue/Business%20Strategy2/The%20McDonalds%20Story.htm
Kenway, Jane ; Bullen, Elizabeth (2001). Consuming Children. Open University Press. Published in 2001 (Page 2: Introduction).
Children’s law centre. (2003), UNCRC, Retrieved online on the 4th of May 2006,
at http://www.childrenslawcentre.org
APPENDIX:
Appendix 1:
“Battle Boys toys from McDonalds in their happy meal”
Retrieved online on the 8th of May, 2007 at http://www.mutantrobots.com/Images/mcdonaldsAdd.jpg
These toys were a part of the McDonald’s Happy Meal Promotional Campaign. Such toys often become the craze for children as they compete with their age groups for the entire collection. Thus, they force their parents to buy them a less nutritious Happy Meal (which is full of fat and sugar).
Appendix 2:
Retrieved online on the 8th of May, 2007 at http://www.geneticfuture.org/blog/archives/mcdonalds.jpg
This ad displays the super-size meal with the fizzy cola drink, French fries and a burger that usually tempts children to opt for McDonalds due to its richness in flavor (This meal is packed with high content of saturated fat, enough to risk any one for heart disease and obesity, especially in children).
Appendix 3:
Retrieved online on the 8th of May, 2007 at http://www.mcdonalds.delivery.com/images/websites/mcdonalds/mcdonalds_tray.jpg
This free-delivery ad makes every child crave for McDonalds irrespective of where he or she is. Even though parents may want to persuade their child that the McDonald’s restaurant is far away, it cannot happen as the free-delivery at the door-step is known to children and the children themselves can dial through to order their own choice of “Happy Meal.”
Appendix 4:
Retrieved online on the 8th of May, 2007 at http://www.media-awareness.ca/english/parents/marketing/marketers_target_kids.cfm
Marketers such as McDonalds use the child pestering power and child psychology to make their products sell. As such, the parents forcibly give in to the wishes of the child in order to make him or her happy.
Appendix 5:
Ronald.com
Retrieved online on the 8th of May, 2007 at http://www.ronald.com
This flashy interactive website made for kids openly targets children for its products. Though it states that it is safe for children under the “Grown-ups” category, children are easily drawn towards this website due to its interactive features hence easing McDonalds into enter into their lives and make a prominent place for itself in it.
Appendix 6:
Retrieved online on the 8th of May, 2007 at http://adweek.blogs.com/photos/uncategorized/babyronald_1_1.jpg
This ad is in response to the marketing campaigns by McDonalds targeted especially towards children. This Anti-McDonalds’ campaign include a picture of baby Ronald and the website article states that this picture is clear enough to give any McDonald fan clown “nightmares”!