I'M LOVIN' IT!: McObesity and Profit


As a child growing up in the 80s during the beginning of the fast food revolution I can recall my excitement

whenever my mother said we were going to McDonalds. It was never very often so when we did go it was

always a big deal to me. Besides the attraction the “play land” equipment provided for me, one of the best parts

about McDonalds was not the food but the “Happy Meal” itself. The “Happy Meal,” created specifically for little

tikes like me, provided a nifty “Mc-arch”-shaped box with little mazes or puzzles on the exterior as well as a

cheap toy character from the latest children’s film playing at theaters. For me though, my incessant pleading

and my mom’s ultimate coercion into choosing to eat at McDonalds over any of its fast food competition was

not for any of the afore mentioned reasons. The quality of food was irrelevant and was an insignificant factor in

my decision making process. What was the deciding factor you ask? It had to do with the peel-off games

McDonalds had incorporated, and still does, with its meals (see The McDonalds’ Monopoly Game). You usually

received two peel-off game pieces when purchasing a meal, one on the fry container and one on your paper

cup. I clearly remember the year the movie Dick Tracy came out in theaters, 1990. I had not even seen a

preview for the movie; instead I had witnessed the massive amounts of television advertisements by McDonalds

promoting the Dick Tracy peel-off game that had kicked off weeks before the actual movie debuted. The

commercials, which McDonalds in 2004 reportedly spent more than half a trillion dollars on (Schor, 187), sold

the chance to win all kinds of prizes ($25,000 cash, a jet ski, computer, new car, free food, etc.) to me and my

developing mind bought it hook, line and sinker. For me the excitement was in collecting the game pieces and

the “chance”, however remote it might be, of winning; being only twelve at the time, the odds did not register

with me.

According to Juliet B. Schor, author of Cultivating Insecurity: How Marketers Are Commercializing

Childhood, “available research finds that the presence of skepticism does not affect desire for the advertised

product, even among nine-and ten-year-olds” (192). In my experience, my desire to collect and ultimately win a

“prize” trivialized and subjugated any skepticism I may have had about my odds of winning. In addition, being

from the low end of the socio-economic spectrum only encouraged and intensified my already insatiable desire

to win something that I knew my single-mother could never afford to buy me. I suppose it encouraged me to

covet these “prizes”; in turn, creating a “repeat and habitual customer”. These predatory marketing/advertising

tactics have only expanded, become more realistic and eye-catching with advances in technology and more

bold with their anti-parent messaging over the past twenty years. Why should we be concerned? Consider that

Schor’s research found that “Children who are more attuned to the consumer culture suffer higher rates of

depression, anxiety, boredom, and psychosomatic complaints such as headaches and stomachaches. They

also have lower self esteem” (191). Let us not forget the amount of peer pressure imposed by schoolmates

thanks in large part to “perception cultivation” through commercials funded by these massive transnational

corporations and promulgated by the four media giants who dominate the global media market (Viacom,

Time/Warner, Fox and Disney). It would be easy to blame parents as many of these corporations and

individuals within our government attempt to do. In doing so, we neglect the role the advertising industry and

corporations play on shaping “normative behavior”. Normative behavior to these companies is nothing more than

being a good little consumer, someone who buys what they are selling, now and forever. Habits are hard to

break, especially when you learn them at such young ages. In my humble opinion, creating these “habits” and

thus perpetuating their opportunity to make profit is a major goal for companies such as McDonalds. Until we

can surgically separate these conjoined institutions, the state and corporations, overreaches will continue to

transpire at the expense of the many for the benefit of a few. Americans’ and their posterity’s health will

continue to deteriorate while pharmaceutical, insurance, and fast food companies’ profits will continue to

expand. Until this “miraculous decoupling” occurs a better alternative is non-compliance by making a concerted

effort to cut spending on cable/satellite television or fast food; thus allowing your true voice, your pocket book,

send these corporations a message of your own. “No, thanks.”

Views: 71

Comment

You need to be a member of 12160 Social Network to add comments!

Join 12160 Social Network

Comment by Locutus on April 12, 2010 at 4:10pm
@ steve: my mom didn't bring that up. You bring up a great point though. I can't understand how natural "inflation" seems to be in our culture. Not only natural but accepted and dismissed as "the way it is." Even when people do have tangible evidence of inflation like the price of gas or the price of a cheeseburger in 1980 compared to now, they just shrug and don't realize how much they have been screwed over by these banksters and corrupt politicians (i know a double negative right?).
Comment by Locutus on April 1, 2010 at 12:36pm
What a great and somewhat disturbing image! Thanks!
Comment by I811st on April 1, 2010 at 3:37am

Cheeseburgers ? "I'm Lovin' It!"

"Destroying the New World Order"

THANK YOU FOR SUPPORTING THE SITE!

mobile page

12160.info/m

12160 Administrators

 

TOP CONTENT THIS WEEK

Latest Activity

MAC posted a discussion
3 minutes ago
Less Prone left a comment for MAC
11 minutes ago
Less Prone favorited Don Mashak's discussion Do You Want to Know the True Agenda of Progressive Biden? & ¿Quiere conocer la verdadera agenda del progresista Biden?
20 minutes ago
MAC posted a video
1 hour ago
Don Mashak posted a discussion

Do You Want to Know the True Agenda of Progressive Biden? & ¿Quiere conocer la verdadera agenda del progresista Biden?

Do You Want to Know the True Agenda of Progressive Biden? & ¿Quiere conocer la verdadera agenda…See More
1 hour ago
Aaron posted blog posts
4 hours ago
rlionhearted_3 favorited Twilight Zone's photo
4 hours ago
cheeki kea replied to Twilight Zone's discussion McCabe Says Trump’s Message Demanding Peace and Denouncing Violence is Actually “Coded Language” and a “Dog Whistle” to His Base to Fight
"He's a low down Fired employee with a big bee in his bonnet. Judge said "…"
6 hours ago
cheeki kea posted a blog post
9 hours ago
Twilight Zone posted discussions
9 hours ago
cheeki kea commented on Twilight Zone's photo
9 hours ago
cheeki kea commented on Chris of the family Masters's status
"I'll try it from this end Chris and see if it works, have to think of something interesting to…"
10 hours ago
Doc Vega posted blog posts
11 hours ago
Chris of the family Masters posted a status
"It's been 3 days since I've been unable to post either a blog or discussion on 12160.info. I'm able to post everywhere else."
11 hours ago
Twilight Zone commented on Aaron's blog post Breaking Nancy is Now Playing “Commander in Chief” By Addressing The Troops…and It Totally Backfired
"Marine Corps. Rebukes Pelosi: “WE DON’T WORK FOR YOU!” By…"
11 hours ago
Doc Vega replied to Twilight Zone's discussion Dems Introduce Bill To Ban Trump From Entering US Capitol Forever
"It's called shit as in shit for brains! "
12 hours ago
Mr. Sizzle commented on Twilight Zone's photo
Thumbnail

The Face Of Sanity

"What is she scared of???"
12 hours ago
Mr. Sizzle commented on Twilight Zone's photo
12 hours ago
Mr. Sizzle favorited Twilight Zone's photo
12 hours ago
Mr. Sizzle favorited Twilight Zone's photo
12 hours ago

© 2021   Created by truth.   Powered by

Badges  |  Report an Issue  |  Terms of Service

content and site copyright 12160.info 2007-2019 - all rights reserved. unless otherwise noted