Mcdonalds Advertising to Children

Table? of? Contents? Preface …………………………………………………………………………………………………… 2? Research? Question……………………………………………………………………………………. 3? Short? History? of? McDonald’s ………………………………………………………………………. 5? Advertising? to? Children ……………………………………………………………………………… 6? House? tyle ……………………………………………………………………………………………………………………………………….. 8? Advertisements………………………………………………………………………………………………………………………………. 10? Conclusion …………………………………………………………………………………………….. 13? Sources …………………………………………………………………………………………………. 14? ? Preface? ? In? this? paper? I? will? discuss? how?

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McDonald’s? markets? its? products? towards? children.? This? is? an? issue? that? has? been? much? discussed,? especially? due? to? questionable? ethics? practices.?? In? order? to? complete? my? paper? I? have? mostly,? however,? focused? on? the? articles? of? Sarah? Pink,? because? they? are? most? relevant? to? my? subject.? In? addition? to? Sarah? Pink’s? articles? I? have? also? looked? through? several? articles? that? deal? with? visual? communication? and? advertising? to? children,? as? well? as? McDonald’s? advertising? campaigns? and? articles? that? discuss? those? campaigns.? Because? print? ads? are? easier? o? describe? in? a? paper,? I? have? chosen? to? focus? o n? this? specific? type? of? advertisement.? Due? to? the? technical? aspect? of? being? away? on? an? international? minor,? I? am? not? able? to? hand? the? paper? in,? in? hard? copy.?? ? 2? Research? Question? ? Because? our? course? has? to? do? with? visual? communication,? and? we? are? studying? communication? and? marketing? I? have? chosen? to? focus? on? advertisements.?? I? believe? children? are? the? most? vulnerable? of? humans? and? therefore? I? wanted? to? take? a? look? at? how? advertising? affects? them? or? rather? how? a? big? brand? uses? big? arketing? budgets? to? target? these? little? tots.? I? have,? therefore,? chosen? a? giant? with? a? stupefying? marketing? budget? and? one? that? has? been? often? criticed? for? its? ingenious? and? largely? successful? marketing? campaigns,? one? people? most? love? to? hate:? McDonalds.? My? research? question? is,? therefore:? How? does? McDonalds? target? children? in? their? advertising? campaigns?? Through? this? I? would? like? to? look? at? the? psychological? methods? employed? and? encoded? in? their? visual? communications,? benefits? promised? to? children? and? exactly? how? they? lure? the? children? towards? heir? money? making? golden? arches. ? 3? Introduction? ? It? has? been? estimated? that? a? child? in? the? United? States? sees? about? 40? 000? commercials? a? year? just? on? TV1.? Furthermore,? the? number? of? print? ads,? billboards,? promotion? stunts? and? online? advertisements? would? increase? that? number? significantly.? It? is? very? important? for? marketers? to? target? children? because? they? too? have? a? significant? purchasing? power,? which? has? been? estimated? at? $40? billion? per? annum.? In? addition? to? this,? it? has? been? estimated? that? children? influence? a? further? $700? billion? in? pending? annually2.? One? psychologist? has? been? quoted? saying:? “Recent? studies? have? shown? that? by? the? time? they? are? 36months? old,? American? children? recognize? an? average? of? 100brand? logos. ”3? As? previously? mentioned,? however,? marketing? to? children? has? been? considered? ethically? dubious,? and? the? fact? that? the? American? Academy? of? Pediatrics? and? other? institutions? have? linked? childhood? obesity,? precocious? sexual? experimentation,? drug? use? and? eating? disorders? to? marketing? to? children? only? strengthens? that? as? an? issue4.? The? easiest? and? most? effective? way? o? target? children,? for? obvious? reasons? that? they? may? not? be? able? to? read? or? comprehend? complicated? messages,? is? through? visual? communication.? This? must? include? a? clear? and? easily? recognizable? house? style? and? design,? good? use? of? colors? and? a? simple? hook? to? draw? the? kids’? attention.? McDonald’s? excels? at? this? and? this? is? the? reason? that? I? will? discuss? a? few? of? their? ads? and? what? appeal? they? use? –? through? theory,? as? well? as? which? psychological? theories? they? employ? to? target? children.? ?? ???????????????????????????????????????????????????????? ? Gary? Brunk:? Advertising? messages? bombard? children,? LJ? world. com,? May? 22nd? 2009.? ? 2? Ibid.? 3? Grimm,? M.? (2004).? Is? Marketing? to? Kids? Ethical?? Brandweek,? page? 44? 48.?? 4? Gary? Brunk:? Advertising? messages? bombard? children,? LJ? world. com,? May? 22nd? 2009.? ? ? 4? Short? History? of? McDonald’s?? ? McDonald’s? was? founded? by? two? brothers? –? Dick? and? Mac? McDonald? in? 1927? under? the? name? The? Airdome,? at? a? Californian? airport.? During? the? 1940’s? they? moved? the? restaurant? alongside? the? world? famous? US? route? 66.? Their? menu? consisted? of? 25? items? of? which? most? ere? barbecued.?? Once? they? realized? their? biggest? profits? were? coming? from? the? burgers? they? were? selling,? they? closed? the? restaurant? for? several? months? to? implement? a? new? idea,? aptly? named? the:? Speedee? Service? System.? This? was? the? revolutionary? idea? of? creating? a? streamline? assembly? line? for? burgers,? milkshakes? and? fries.? This? meant? that? they? were? able? to? get? their? meals? ready? immediately? and? they? were? also? able? to? beat? prices? of? classic? diners? by? 15cents,? which,? combined,? were? two? critical? success? factors.? McDonald’s? revolution? inspired? estaurants? such? as? Burger? King? and? Taco? Bell.?? In? 1953? the? McDonald? brothers? began? to? franchise? the? business? and? the? following? year? Ray? Kroc,? a? milkshake? mixer? salesman? and? entrepreneur? started? working? with? McDonalds.? Ray? Kroc? slowly? crept? into? the? business? and? persuaded? the? brothers? to? sell? the? entire? franchise? over? to? him;? he? talked? them? out? of? royalties? and? forced? their? one? remaining? restaurant? out? of? business.?? In? 1963,? Kroc? gets? the? idea? to? start? marketing? McDonalds? to? children? and? creates? the? perfect? children? paradise.? Over? the? ears? McDonalds? established? a? long? running? partnership? with? Disney,? as? they? promoted? films? through? their? Happy? Meals.? In? addition? to? this,? a? whole? series? of? McDonaldland? characters? were? created? so? that? they? could? be? used? as? marketing? mascots? who? told? stories? about? McDonalds? and? lured? children? into? the? restaurants.? Over? the? years? both? McDonalds? and? their? advertising? campaigns? have? gone? through? a? series? of? upgrades,? including? having? created? a? leaner,? healthier,? sportier? look? for? themselves? and? adding? more? nutrition? to? their? menus? through

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