How Advertising Drives Consumerism in America
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How Advertising Drives Consumerism in America
- 1. By Michael Peterson 06/24/12 HUM/176 Jason Coley
- 2. America and consumerism With cultural dominance in America, society has become modern capitalists while the orientation of marketing and consumption of Fast food has opened the door to poor choices of foods, while America leads the way with burgers and fries.
- 3. Radio Television
- 6. Target groups The appeal to consumers Brand name recognition
- 8. The use of advertising and fast-food has evolved to marketing techniques that grab the attention of consumers, either by branding, targeting children, appealing to consumers with association to famous figures in society, and or bribery with toys or advertising schemes. This has lead the public to believe what is being advertised to be good for consumers, especially adults. But this has caused us to be blinded by the large corporations like McDonald with their flashy commercials. This has caused the epidemic of obesity of Americans, children and adults, this problem has been attacked head on with the changes that has been voiced by parents and government agencies. Even with the changes that has been made to ensure the well being of McDonalds consumers health by offering healthy alternatives, parents and children have already been programmed to eat the meals that they are accustom too. Changes have to be made first at the home front, education of our children to eat healthy alternatives is something that needs to be taught at home and in schools. But with parents already hooked to these types of products, it will be hard to change what is already taught in the home by these children's parents.
- 9. Clipart Slide 3 Radio http://office.microsoft.com/en- us/images/results.aspx?ex=2&qu=radio#ai:MM900283042|mt:0 | Clipart Slide 3 Television http://office.microsoft.com/en- us/images/results.aspx?qu=television&ctt=1#ai:MM900285314| mt:0| Video Slide 4 McDonalds commercial http://www.youtube.com/watch?v=2ELUAFIz- J0&list=PLCF911CCFFFBF9E9B&index=77&feature=plpp_video Image Slide 6 Ronald McDonald http://themoderatevoice.com/110983/the-battle-over-ronald- mcdonald/ Image Slide 6 McSpotlight.org http://www.mcspotlight.org/issues/advertising/index.html Image Slide 6 Mcdonalds.com http://www.mcdonalds.com/us/en/home.html
Editor's Notes
- Marketing of unhealthy food has become associated to adverse health problems in America while fast-food chains use marketing techniques to target children and adults to purchase these foods as a convenient source of food. Society has welcome these options as they give cheap, fast, and convenient foods to feed America.
- Language of persuasion has been part of human culture for some time. Radio has been a big part of the language of persuasion in the beginning part of the early 1950’s as radio what used to advertise everything from soap to automobiles. The language of persuasion is largely used in many forms of media. Television has grasped this idea to market the products of every day use to fast foods. Food products, especially McDonald’s has dominated the market for years as they control the majority of purchases of burgers and fries. Their tools that lead to the success have been more then the use of language, but as well the use of visual advertising. Television strengthened the use of persuasive advertising as radio was the leader in advertising in the past.
- The use of association had linked fast food to something that the target audience been desired or has an emotional connection. Associating pleasure, fun, success, and family to their product can be a good motivator to relate to their product or the need for the product. This leads the consumer to join the bandwagon of consumers, as advertising shows other consumers buying the fast-food while telling the audience that the food is great. We see this in commercials that McDonalds uses. The use of bribery has always been part of McDonalds promotions of new products as well the use of celebrities. Humor is normally a style that is used to get an emotional response from viewers. Here is a video example of the five types of persuasion to purchase McDonalds.
- Children and advertising is McDonalds largest expenditures as stated in a news paper ad in the Chicago Sun-Times. “Advertising is the heart of McDonald’s business model, with annual expenditures reaching $2 Billion.”(triplepundit.com) This has lead to the push of fatty foods towards children as McDonalds has ignored the damaging effects that their food has caused over the decades. Health is the last thing that is on the minds of the shareholders and as well the executives that push these foods. It is hard to say that McDonalds has the best interest of the welfare of children’s health, as small changes have been made to market healthier choices to its menu to put a positive outlook of the companies reputation and to repair the negative impact that this problem which has been inflicted on our children.
- McDonalds target group, children, have been the goal of the company since the first McDonalds was opened. This has lead to the increase of advertising toward the children of the world. As Mcspotlight.org has stated, The use of collectable toys, television adverts, promotional schemes in schools and figures as Ronald McDonald the company bombards their main target group: children. Many parents object strongly to the influence this has over their own children. If it wasn’t for the lack of adults educating their children, McDonalds would not have their children in their stores. The appeal to these children consumers can not only be blamed on McDonalds. Children even learn from the parents actions. Bringing children to McDonalds has just as much impact on the choices that are made by the children in their adult years. Habits are formed by example of parents, friends, and association of others in commercials that are produced by McDonalds. Brand recognition has come along ways since the days of radio advertising. We all have learned to recognize companies by jingles, symbols and people. Ronald McDonald has been part of McDonalds marketing plan to associate fun and food. This has lead to the recognition of the golden arches are more known than the Christian Cross. (mcspotlight.org)
- As this commercial shows, it has brand name recognition as everyone at the table knew what was in the bag as the golden arches appear on the bag.