McDonald's Advertising

Paper Summary:

This paper discusses advertising that targets children, particularly that which is harmful to them, such as fast food. It particularly discusses the advertising techniques of McDonald's. The paper asserts that government regulation is the best solution to protect children from advertisers because businesses have no incentive to do so and because parents are not in a position to control the problem.

Table of Contents:
Introduction
Advertising and Children
McDonald's Role in Advertising to Children
Social Implications
Economic Implications
Political Implications
Analysis and Conclusion

From the Paper:

"Government regulation is the only option that will protect children from advertisers. The government already regulates the advertising of products such as cigarettes and alcohol that have proven to have negative health consequences. Because of the rise in obesity and diabetes, fast food should not be an exception. At a minimum, the government should place the same restrictions on fast food advertising as its does for alcohol and cigarette advertising. This may not be a panacea, but at least it would be a step in the right direction. As fast food businesses realize they are not immune to government regulation, they will be more likely to curb their unethical conduct to avoid even further restrictions."

Sample of Sources Used:

• "Burger Giant Plans Clothing Range." BBC News 25 Mar. 2004. Retrieved from: http://news.bbc.co.uk/2/hi/business/3567529.stm
• "Burgers on the Brain: Can You Really Get Addicted to Fast Food?" New Scientist, Feb. 2003. Retrieved from: http://banzhaf.net/docs/newsci.html
• Chait, J. "McLawsuit Tossed." DiabetesHealth, Apr. 2003. Retrieved from: http://www.diabeteshealth.com/read,2,3126.html
• "Court Dismisses McDonald's Obesity Case." BBC News, 22 Jan. 2003. Retrieved from: http://news.bbc.co.uk/2/hi/americas/2685707.stm
• Dittmann, Melissa. "Protecting Children From Advertising." Monitor on Psychology Vol. 34, No. 6. 6 Jun 2004. Retrieved from: http://www.apa.org/monitor/jun04/protecting.html

More papers on McDonald's Advertising:

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• Argumentative Essay # 113747 : "McDonald's Spreading McNastiness"
• Essay # 71347 : "Marketing McDonald's"
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