The Advertising of McDonaldization

Paper Summary:

The paper explores how savvy advertisers appeal to consumers to keep on buying fast food despite its well known health risks. The paper explains that most people do not notice that they are being aggressively marketed and this is because the advertising appeals to those cultural, social, emotional and psychological aspects of our personality that represent our dreams, hopes, desires and our need to feel successful and well fed.

Outline:
Introduction
Understanding the Advertising

From the Paper:

"Everywhere we look, there is advertising, beckoning the public to a new or existing product with the "whatever" appeals to your senses approach. Advertising dollars are aimed at our well researched consumer senses and needs. Advertising campaigns defines how we see ourselves in society. There is, however, "truth" in advertising, because large amounts of money are spent advertisers to understand our spending habits, needs, and desires as consumers. As obesity spreads throughout first world countries, the question that has been asked time and again is whether or not fast food is creating obesity in the world? Except for third world countries where advertising dollars are not spent, obesity is an increasing problem, and one that has been identified as increasing with the increase around the world of fast food companies like McDonalds and Burger King (Toland Frith, Katherine, 1997, p. 38). In fact, some health officials contend that the world is experiencing an obesity crisis (Pool, Robert, 2001, p. 3)."

Sample of Sources Used:

• Alfino, M., Caputo, J. S., & Wynyard, R. (Eds.). (1998). McDonaldization Revisited: Critical Essays on Consumer Culture. Westport, CT: Praeger Publishers. Retrieved September 12, 2008, from Questia database: http://www.questia.com/PM.qst?a=o&d=35708220
• Goldstein, M. C., & Goldstein, M. A. (2002). Controversies in Food and Nutrition. Westport, CT: Greenwood Press. Retrieved September 12, 2008, from Questia database: http://www.questia.com/PM.qst?a=o&d=101287399
• Gunter, B., Oates, C., & Blades, M. (2005). Advertising to Children on TV: Content, Impact, and Regulation. Mahwah, NJ: Lawrence Erlbaum Associates. Retrieved September 12, 2008, from Questia database: http://www.questia.com/PM.qst?a=o&d=104639695
• Pool, R. (2001). Fat: Fighting the Obesity Epidemic. New York: Oxford University Press. Retrieved September 12, 2008, from Questia database: http://www.questia.com/PM.qst?a=o&d=106498801
• Royle, T. & Towers, B. (Eds.). (2002). Labour Relations in the Global Fast Food Industry. New York: Routledge. Retrieved September 12, 2008, from Questia database: http://www.questia.com/PM.qst?a=o&d=108046794

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