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Unformatted text preview: blamed for all
kinds of things.’ (Burton 2007, p31) McDonald’s has been the subject of many challenges and
controversies, and yet, it continues to grow. It can be argued that public relations management for
McDonald’s regarding tumultuous media coverage of the movie Supersize Me illustrated a strong sense
of social responsibility, reflected by a drastic change to the items offered on their menu to incorporate
items with less salt, sugar and saturated fats. This led to profitable growth for the business. (McDonalds
Corporation Case Study 2012) 2 ELLIOTTclinton3439534COMM1161Melbourne Mandate critique/response Image from ‘McDonalds Corporation Case Study’ It is commonly understood that fast food and junk food are unhealthy, however, it does not follow that
selling unhealthy food to children with a ‘free toy’ is the strongest example of the depths to which
McDonald’s went to exploit younger customers for profit. Giving freebies is a common marketing ploy
for all product types and consumers of all ages. Once legislation changed in Australia, McDonald’s
responded instantly by ceasing to advertise toys with Happy Meals.
A much stronger evidence of McDonald’s targeting children could have been the use of the likeable
Ronald McDonald land with fictional characters used as the basis of marketing aimed at children. An
excerpt from their operating manual read, ‘Ronald loves McDonal...
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This note was uploaded on 01/19/2014 for the course COMM 1161 taught by Professor Justinrogers during the Two '13 term at Royal Melbourne Institute of Technology.
- Two '13