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Unformatted text preview: by an independent market research firm, found that at least 80 percent of the children in the
nine foreign countries surveyed could recognize Ronald McDonald. See Boas and Chain, Big Mac, p. 115; Love, Behind the Arches, p. 2;
and “Barbie, McDonald’s Find Common Ground,” Selling to Kids, September 30, 1998.
more widely recognized than the Christian cross: A survey by a marketing firm called Sponsorship Research International — conducted
among 7,000 people in the United States, the United Kingdom, Germany, Australia, India, and Japan — found that 88 percent could
identify the golden arches and that 54 percent could identify the Christian cross. The most widely recognized symbol was the
interlocking rings of the Olympics. See “Golden Arches More Familiar Than the Cross,” Plain Dealer, August 26, 1995.
5 “the McDonaldization of America”: Jim Hightower, Eat Your Heart Out: Food Profiteering in America (New York: Crown, 1975), p. 237.
“bigger is not better”: Ibid., p. 3...
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This note was uploaded on 02/25/2014 for the course MGMT 120 taught by Professor Litt during the Spring '08 term at UCLA.
- Spring '08