Even with the knowledge of how dangerous fast food can be to a person's health, one quarter of Americans continue to eat fast food every day [1]. McDonald's spends millions of dollars advertising their establishment, but why does this advertising influence American society so strongly when people know the negative outcomes? McDonald's strategically creates advertising that reflects the different lifestyle habits and values of American society. By doing this, McDonald's shows their customers that their food is a "perfect fit" in the customer's daily life.
The American lifestyle is moving at a faster pace than ever. Since we are competing at a worldwide level for jobs, people are more involved in activities in order to be more successful. McDonald's accommodates the busy American schedule by having extended hours.
McDonald's often advertises how quick their service can be. Their fast service reflects the needs of Americans who have a busy schedule with no time to cook. Americans want their food quick and McDonald's can provide that.
From lawsuits to the production of the movie Super Size Me, society pushed McDonald's to offer healthy options on the menu [1]. In order to satisfy American society's health craze, McDonald's introduced salads, parfaits and other healthier options to the menu. Please note the number of options compared to other types of food offered.
In response to the economic downfall America is currently undergoing, McDonald's created the Dollar Menu. They want customers to know that they understand the importance of a dollar by providing a variety of options that are extremely cheap.
In fact, it is possible to order a meal with just the spare change laying around the bottom of a car!
The Happy Meal is a big example of how manipulative McDonald's advertising can be. Happy Meals specifically target children by using toys as bait [1]. These toys are often characters from the latest video game or movie, reflecting how much children are influenced by the technological advances American society has gone through.
Upon arrival of the Happy Meal, children go straight for the toy. This shows how influential McDonald's advertising is on children's health decisions.
There is a website children can go on so that the fun never ends, even after the meal is finished!
By reflecting the lifestyle of American children, Happy Meals captivate kids. Children would often prefer a Happy Meal over their mother's home cooked meal.
Even dogs are influences by the advertising tactics!
During the revision of the menu, McDonald's offered healthy items in Happy Meals too. Apple slices and milk can now be substituted for fries and a soda.
During the revision of the menu, McDonald's offered healthy items in Happy Meals too. Apple slices and milk can now be substituted for fries and a soda.
Still, the only main course items offered are Chicken Nuggets, Hamburger or Cheeseburger which contain more calories and salt than what children should eat regularly.
McDonald's advertising even conforms to trends like Black Friday. They recognize that their customers love the sales on Black Friday so they created deals to ensure their customers took a shopping break at their restaurant.
Despite the many health concerns, McDonald's still has a customer base unlike other fast food competitors due to the way they advertise. Through advertising, McDonald's portrays their establishment as a "perfect fit" into the American lifestyle.
[1] Okolowski, Joseph. “The Ethics of Food Advertising.” Neumann Business Review.
Neumann U, Spring 2007. Web. 16 Oct. 2011.
