We Deserve A Break Today

[eggwards]

Recently there was a news story reporting the results of a study that said children preferred food that was "from McDonald's" over the same food presented to them without the McDonald's packaging.

The study is trying to prove that preschoolers are seeing too much advertising and are influenced more by such ads. while sure, McDonald's does do a lot of work targeting their brand to children, I have to say that this is not all McDonald's fault.

For one, the news report doesn't say that the kids necessarily could pick out the McDonald's packaging, or what made the packaging distinctly Mcdonald's so they could tell the branding over any other brand. Did they really see the golden arches logo as being what they recalled was from McDonald's, or was the packaging just more distinctive than that of the generic food?

The story said they were exposed to McDonald's packaging and "unbranded", but colorful packaging. Had they used packaging from Burger King or Wendy's, would the kids have made different choices? It's hard to tell if it's just that the kids liked the packaging of McDonald's more, or did they really understand the brand?

My real culprit is not McDonald's itself, but the children's parents. Television can only do so much to reenforce a brand, and sure, Mcdonald's has been using Ronald and McDonaldland commercials for years, and used Happy Meals to get children excited about a vist, but think about this, it's parents who often use a trip to McDonalds as a reward. Parents use it as a threat as well. If the child doesn't behave, they won't get a Happy Meal. With McDonalds food having so much power in a young person's life, how could a kid not get a certain feeling that McDonald's must be better?

I know when i was a kid it was a big deal to go to McDonalds. Still, when I was a kid I never lived in a city where there was a McDonald's within 30 miles. I remember when my dad said we were going to move to Conroe Texas in 1978 I was so excited becuase Conroe had a McDonalds, and it was one with a play yard. I was instantly sold on the town, even though our current home, Nacogdoches, had a Burger Chef, and dairy Queen and at last, a Burger king that just moved in. Still, we would drive to Lufkin to go to McDonalds about once a month, so then my parents did make it special.

Now that there's one on seemingly every block, it's not so special anymore.

The whole study seems to be connected to trying to cut child obesity by cutting off the source. I'd say it's kind of wrong-headed. If parents would make better choices, their kids might too. I'm a good example, as my parents didn't really create good eating habits for me, I grew up with a poor diet for the rest of my life. Still, some people think if they can cut children's exposure to commercials, they won't want to eat McDonald's food, or have that sugary cereal. The fact is, you deny a kid something, and he'll eventually hear about it from some friends with more liberal parents, he's still going to try to get it somehow.

I'll be interested to see how the cereal makers do as they voluntarily take commercials off the air for cereals that have more sugar, or other unhealty attributes. While we loved the antics of Lucky, the Trix rabbit and Tony the Tiger, kids today will be enjoying ads for Cheerios, Mini Wheats and Kix. (I'll admit I'd be happy to see more ads with the Kashii bear, myself) I think if Saturday Morning Cartoons aren't dead now, they will be soon.

I just don't see how this revelation is a big deal. McDonald's adds healthier items to their menu, but people really don't care, they go there for a burger, and the children see this. If anything it could be good. If a child sees the apple bites, or carrots or milk and would rather eat those because it has a McDonald's wrapper, then bring it on. if McDoanld's can make that cool with kids over burgers and fries, then let them do it.

Most families don't have the time to prepare healthy food, and lower income families struggle to provide it. McDonald's is at least trying. they haven't been adding one pound burgers and enormous egg sandwiches to their menu, even when it might sell well for them. They know they are under scrutiny and have tried to do well under pressure.

I personally get sick of these nanny state developments where they try to take away something from everyone because they can't abide by letting people make a decision. I say bring on Capt'n Crunch and make a parent have to tell the kid no and buy them Wheaties. I try to keep my McDonald's intake low, and I think parents should make that decision too.

Personally I find these types of research studies a waste of time, especially when they are so pointed against one product or one company. I'd like to see this same study broadened to include other brands and to have a real test of wether the McDonald's brand really is that strong, or just better than the generic brand X. Plenty of studies have been made showing many people prefer branded merchandise.

Oh, and one last thing about McDonald's advertising. Did the Hamburglar actually make anyone go out and steal hamburgers?

Comments

[lucentnotion.livejournal.com]

I've said it soooo many times... it's time to stop letting the government raise our children... If someone wants to have a child, they need to realize it's a full-time responsibility...

I remember watching Cable TV one time when I was 12 or 13 over the summer. I was allowed to stay up later because I was out of school. A program came on that was pretty much softcore porn... my Dad heard it from the other room, came in and turned it off and made me goto bed early because of it... THAT was good parenting, not lobbying the government to censor television.

[eggwards.livejournal.com]

It's funny, I think I'd be a good father, but Chris and I eat out a lot. Maybe this is why we won't have kids.

Yes, parents should be making decisions for their children, but most have a kid and wonder why they ever did - see Britney Spears.

[lucentnotion.livejournal.com]

Oh and BTW... I applaud your choice in music... I ABSOFRICKINLUTELY LOVE ANI!!! *I met her once, briefly after a show... I know... envy me... LOL*

[badjahsensei.livejournal.com]

Playplaces are fun....

...until you're 16, working at McDonalds, and you have to be the one who has to go out with a scoop and mop with a kid hurls his Happy Meal out there... ;)

[eggwards.livejournal.com]

Yeah, there's a definite downside there.

Still, I see all the brightly colored tubes and I want to go play as well. I just can't fit in those things anymore!

[amboy00.livejournal.com]

If McDonalds wanted its customer eat healthy food, they'd close.

Kids marketing industry is huge! If it isn't McDonalds, it's Barbie. That's never going away. I got a little sick watching The Corporation hearing a children's marketing company spokeswoman talk about their role in the marketplace.

[eggwards.livejournal.com]

Kids marketing is huge, but the biggest spot is now targeting the "tweeners" who are old enough to make some decisions and often have some money - those who might buy Brats Dolls or Olsen Twins merchandise. The younger set don't actually make purchases, so for them it is about developing feelings, impressions and good will towards certain products that will pay off later - like when they have kids and take them to McDonalds.

[redgtbear.livejournal.com]

These types of studies are interesting, but I think they tell you whatever you want to derive from them. Let's face it - the red & yellow of McDonalds packaging is bright and colorful to anyone so who wouldn't prefer it on that level? Should everything be labeled in black & white like the "no frills" stuff from years ago? When you are hungry a potato chip is a potato chip, a burger a burger.

In any case, I was a chubby kid growing up and we never went to McDonalds because my parents prefered other places like Burger King. Still we only had that once in a great while! It was such a treat my sister and I would save the fries container and other stuff to play "restaurant" later. Honestly, I got fat eating tons of otherwise healthy meals although perhaps being able to have soda and sugary drinks was a problem.

It is 100% up to the parents. I mean, how many toddlers are driving themselves to a fast food joint and ordering a meal? The plain facts are that parents are too selfish these days. Cooking at home is too hard when you have a full schedule plus your children's schedule. Pizza, burgers and chinese take out are easier options.

[eggwards.livejournal.com]

Except for an odd time in the 70's where everything was brown, it's not suprising to see that all the major fast food chains wrap their food in mostly bright, primary colors just for the same effect. It also works as an ad when you take it out side the store...it's eye-catching.

Others have brought this up, but for my generation when McDonald's and other places were more scarce, it was a treat and an effort to go to McDonalds, and I think we pass that notion of McDonalds down to kids more than the companys ads do.

I'd love to see the same study done with some kids who's parents don't take hin/her to McDonalds, and wouldn't recognise the packaging.

[redcub.livejournal.com]

Actually there have been many studies done that prove that how a product is packaged directly affects our preconceived notions about how good it will taste, feel or perform. What McDonalds has done is successfully install itself as brand entity ingrained into several generations of parents that McD's equals a "treat" for children. Thus, when presented with something wrapped up like a "treat" versus a generic wrapping, or a lesser known - not as kid friendly identified brand (Wendy's for example) - children will immeadiately identify the wrapper with "better taste" regardless of the actual contents (in tests where contents are actually standard and not deliberately tampered with in one direction or another).


Malcolm Gladwell's book, "Blink, the Power of Thinking Without Thinking" speaks about this a fair length and provides some interesting samples of how this is translated into our day to day lives and interactions.

[eggwards.livejournal.com]

I think you're right, the parent's notions of what McDonald's is to them, especially in childhood is now affecting their kid's image of the place. Certainly McDonald's work to embrace the store to be good places to bring kids, kid friendly menus and play places, has certainly paid off for them.

Burger Chef

[jamesbeary.livejournal.com]

Burger Chef.... I have always liked them more than I liked MCD. I miss them.. they are gone. :-(

Re: Burger Chef

[eggwards.livejournal.com]

I miss the old A&W spots as well. The new version, run by the Taco Bell people, it isn't really the same.