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Essay / Research Paper Abstract
An 11 page paper that discusses different aspects of the topic. Should Ronald McDonald be eliminated? In light of recent laws about advertising in France, what should the company do? Is there evidence that banning food advertising to children will reduce the obesity rate among children? These topics are discussed, including court cases, the general issue of obesity in the world, what McDonald's could do and what it has done to address the issue of obesity. Bibliography lists 14 sources.
Page Count:
11 pages (~225 words per page)
File: MM12_PGmcdob2.RTF
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Unformatted sample text from the term paper:
very long time because it is easy to remember the symbols. Ronald McDonald is now being compared to Joe Camel. One study showed that 67 percent of adults knew who
Joe Camel was but 91 percent of 6-year-olds knew Joe Camel (Acuff). That made Joe Camel almost as recognizable as Mickey Mouse (Acuff). Joe Camel increased smoking among the under-18
market to 32.8 percent from 0.5 percent (Acuff). That is a significant enough increase to link it directly to the new cartoon as it applied to that brand. It is
highly improbable that a direct link could be made between the Ronald McDonald persona to obesity. This is especially true now when McDonalds has a number of items on their
menus that are healthier than a hamburger, fries and a soda. The Australian National Heart Foundation approved nine meal combinations that McDonalds now offers (Burke 2007). McDonalds initially modeled
its own marketing approach to that of the Walt Disney Company (Burke 2007). Ronald McDonald was created to appeal to children just as Disneys characters appealed to children (Burke 2007).
Then, McDonalds created the Happy Meal with a toy for young children (Burke 2007). This angered McDonalds opponents even more. In fact, parents in Finland sued McDonalds in 2002 charging
the company with violating the Consumer Protection Act when their ads focused on the toys that came with the Happy Meal (Burke 2007). The court ruled in favor of the
parents (Burke 2007). Kroc believed that McDonalds was as much about show business as it was about the food business (MacArthur 2005). The design is a fishbowl that lets everyone
see in the restaurant (MacArthur 2005). This was intended to be an enticement to children (MacArthur 2005). Their marketing has been nothing but brilliant since its founding. They were early
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