Here is what I said at yesterday's press conference / retirement party for Ronald McDonald:
And McDonald’s knows that vulnerable children are the perfect advertising audience, since they don’t even know they’re being marketed to. Children under the age of eight do not have the cognitive capacity to understand that Ronald is trying to sell them something; they just know they love the friendly clown.
But what about the parents, I hear all too often. After all, kids don’t drive themselves to McDonald’s or purchase those Happy Meals themselves. Any parent can tell you how difficult it is, after a long day at work, to resist the pestering, sometimes daily, by their children to take them to McDonald’s, usually just because of the lure of the toys, and of course, the clown.
And what better way to bypass parents and market directly to children than through a clown – the icon of circuses and children’s parties.
But parents have a right to raise their children in a safe environment, without constantly worrying about predatory corporate marketing. And children have the right not to be preyed upon by a clown with a corporate agenda. That’s why McDonald’s should retire Ronald.
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