Fast Food Nation

The growth in childrens advertising has been driven

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Unformatted text preview: sneyland’s “It’s a Great, Big, Beautiful Tomorrow” and “It’s a Small World, After All” — were enlisted for the first McDonaldland commercials. Ronald McDonald, Mayor McCheese, and the other characters in the ads made McDonald’s seem like more than just another place to eat. McDonaldland — with its hamburger patch, apple pie trees, and Filet-O-Fish fountain — had one crucial thing in common with Disneyland. Almost everything in it was for sale. McDonald’s soon loomed large in the imagination of toddlers, the intended audience for the ads. The restaurant chain evoked a series of pleasing images in a youngster’s mind: bright colors, a playground, a toy, a clown, a drink with a straw, little pieces of food wrapped up like a present. Kroc had succeeded, like his old Red Cross comrade, at selling something intangible to children, along with their fries. kid kustomers TWENTY -FIVE YEARS AGO , only a handful of American companies directed their marketing at children — Disney, McDonald’s, candy makers, toy makers, manufacturers of breakfast cereal. Today children are being targeted by phone...
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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.

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