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Unformatted text preview: istory, viewed 4 May 2013
Another direct source McDonald’s communicate their own history, showing the emphasis their business
has on updating to it’s customer’s needs in the early days. With information to menu items and using
7 ELLIOTTclinton3439534COMM1161Melbourne Mandate critique/response different popular items in different countries, I used this to explain the understanding McDonald’s has of
it’s different markets around the world.
Mcspotlight Organization, Mr Big Mac To Be Grilled By McLibel Two, 1996 Media Release
viewed May 4 2013 <www.mcspotlight.org/media/press/press_rel01may96.html>
Online McDonald’s also has a strong group of people hoping to share information to damage McDonald’s
reputation online. This in turn creates debate among many people, and the internal procedure regarding
their children’s marketing is an important part to my argument of exploiting a vulnerable audience.
RMCH - Ronald McDonald Charity House Website, What We Do, viewed 9 May 2013
McDonald’s use charity to relate to their target working-class customers. The website for Ronald
McDonald Charity House is clear, branded in different colours and the charity itself has many different
arms. I used this to support my argument that corporations often become involved in Charities to appeal
as having more social responsibility - and that it is only when a charity is not affiliated with a larger
company can we expect it to have no political motivation.
Waymer, Damion (Eds) 2012, Culture, Social Class, and Race in Public Relations
Lexington Books, Plymouth, United Kingdom
Relating to vulnerable audiences is an important part of the ethics linked to the Melbourne Mandate in
this presentation - I wanted to illustrate how middle-class is one of the most vulnerable audiences to all
marketing. I also found similarities between the middle class and companies who can invest in CSR
business practices. Page 45-53 “The Corporation-as-middle-class-person” was very supportive of the
idea that CSR is becoming a very fashionable business practice for the working class. Page 101 looks at
the importance of social justice and activism to support public relations education. I also used the article
on giving voices to minorities on page 189, which is another strong argument in the presentation. 8...
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