12/12/2019 0 Comments
McDonald's Takes the Blame for Obesity - Essay Example
The following is an examination of Critical Concepts: Experts blame the adverts targeting children to be responsible for causing obesity. The most relevant concepts in the case against first food joints are their marketing policies. Perhaps the aim is to cripple the allure junk food produces through adverts which are particularly appealing to children. However, Ronald McDonald in the same light as Joe Camel is a bit of a stretch. Attacking the marketing strategies of business entities to me amounts to clutching at a straw. There are rules that govern the world of production and marketing. In a situation where a product has production rights, the production company has the right to market it. In view of the above sentiments, McDonald should consider rebranding its image but not to exclude Ronald McDonald. Marketers, especially in France argue that positive ad inclusions such as, â€œeat fruits daily, exercise, and drink a lot of waterâ€ appeal more to customers than severe health warnings. For instance the caption, â€œcigarette smoking is harmful to your health, did not reduce the number of smokers in Europe or America. Therefore, adding health messages as proposed by the French is a constructive move. When McDonald includes the health messages in its ads it will go a step further to include healthy substitutes to its menu. Negative publicity led to drop in sales in McDonaldâ€™s. This caused McDonald to add healthy food to their menu such as porridge and salad. The move led to a 90% positive turnaround in sales. It should be noted that the increased sales result from consumption of â€œnon-healthyâ€ foods such as burgers and fries. Some European nations in their fight against obesity push for a ban on fast food advertisements that target children. However, it is imperative to note that advertisements not directed to children may still influence them. In a situation, where bans on advertising directly to children are in place such as in Norway, the food companies will still advertise for adults. Nevertheless, the bans are crucial because they eliminate at least one influence of obesity. Conforming to the ban is also a positive marketing strategy for McDonaldâ€™s. Consumers will see their efforts in implement change, and this will retain their loyalty to their products as mentioned above. Problems facing McDonaldâ€™s positive ad strategy. The state of obesity has not improved ever since the launch of positive ads by McDonaldâ€™s. This is not the companyâ€™s fault, but critics do not seem to think so. Governments and health regulatory institutions are up in arms against McDonaldâ€™s. For instance, Prince Charles of England out rightly attributes obesity to McDonaldâ€™s. In response to the above situation, McDonald responds just like most companies in the food production industry. Self regulation in regard to advertisement is a common strategy where the company reduces adverts directed at children. In the case of fast foods, the company specifically cuts down on use of celebrities and cartoon characters in advertisements. McDonald, however, is not fully committed to this strategy. In the U.K, its dominant market is children under the age of sixteen, and it does not intend to lose this market. McDonald instead favors positive health messages to run alongside their advertisements. That way McDonaldâ€™
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