{"id":11494,"date":"2007-08-14T15:36:29","date_gmt":"2007-08-14T22:36:29","guid":{"rendered":"http:\/\/hill-kleerup.org\/blog\/wp\/2007\/08\/14\/theyre-loving-it.html"},"modified":"2007-08-14T15:36:29","modified_gmt":"2007-08-14T22:36:29","slug":"theyre_loving_it","status":"publish","type":"post","link":"https:\/\/hill-kleerup.org\/blog\/2007\/08\/14\/theyre_loving_it.html","title":{"rendered":"They’re loving it"},"content":{"rendered":"
<\/div>\n

McDonald’s advertises a lot, so they’re probably pleased as punch by some current studies showing that, for kids, the branding <\/em>on McFood is more important than the food itself<\/a>.<\/p>\n

\n

Almost 77 percent, for example, thought that McDonald\u2019s french fries served in a McDonald\u2019s bag tasted better, compared with 13 percent who liked the fries in a plain white bag. Apparently carrots, too, taste better if they are served on paper with the McDonald\u2019s name on it. More than 54 percent preferred them, compared with 23 percent each for those who liked the unbranded carrots and those who thought they tasted the same.<\/p>\n<\/blockquote>\n

Interestingly, there’s very little difference in preference for the burgers<\/em>.<\/p>\n

McD’s responds by noting that they’re doing a positive public service by branding\/pushing milk and fruit and veggies — which, I suppose, is true.  And Katherine definitely enjoys getting apples sometimes instead of fries.<\/p>\n

Now, is this brainwashing?  Are kids being turned into McZombies?  Well, that’s part of the point of advertising.  But a couple of thoughts:<\/p>\n

    \n
  1. Kids may also like the other associations of the brand — e.g., associating McFood with a Play Place.  Katherine, for example, likes McDs “better” than some other fast food because of just that factor.<\/li>\n
  2. Adults associate certain situational, non-substantive factors in eating, too.  The same meal served at the chi-chi bistro down the street will “taste” different than if served on plain paper plates in a white lab room.<\/li>\n<\/ol>\n

    Of course, some Food Nannies suggest that Something Must Be Done:<\/p>\n

    But Dr. Thomas N. Robinson, an associate professor of pediatrics at Stanford and the lead researcher on the study, was not impressed. \u201cThe best response the fast-food industry could make to this information,\u201d he said, \u201cis to alter their menus to include a majority of healthful foods instead of encouraging consumption of high-fat, high-calorie foods.\u201d<\/p><\/blockquote>\n

    Except that’s what people want. <\/p>\n

    And note, of course, the study is for kids ages 3-5.  Note that these kids aren’t going to McDonald’s on their own, but are being brought by parents or guardians.  If you don’t think kids should be eating the stuff, don’t take them there.  <\/em>Parents should be more responsible, right?<\/p>\n

    \u201cWe often hear that parents are the ones responsible for their kids\u2019 nutrition,\u201d Dr. Robinson said, \u201cbut in reality there are these other factors, created by a tremendous amount of advertising effort, that undermine parents\u2019 ability to make healthy choices.\u201d<\/p><\/blockquote>\n

    Riiiight.  Okay, I have a kid.  I know the temptations of giving in when she begs and yells for McDonald’s … or candy … or something else not as healthy as I’d like.<\/p>\n

    But do I consider McDonald’s undermining me?  Is it reducing my ability <\/em>to make “healthy choices?” Feh.  If I can’t resist a Katherine begging me for all the french fries she can eat from McD’s, I shouldn’t have had her in the first place.<\/p>\n

    This study is interesting — heck, it should even be something that parents should know about.  But let’s be sure we’re clear here — what food is bought for a kid is the ultimate responsibility of the parents.  It’s certainly a responsibility I feel with my own daughter.<\/p>\n

    <\/p>\n

    (via Les<\/a>)<\/p>\n

    <\/small><\/p>\n","protected":false},"excerpt":{"rendered":"

    McDonald’s advertises a lot, so they’re probably pleased as punch by some current studies showing that, for kids, the branding on McFood is more important than the food itself. 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A federal judge has actually dismissed a suit against McDonald's by some obese teens (and their, ah, ambitious attorney). \"Nobody is forced to eat at McDonald's,\" the...","rel":"","context":"In "Health"","block_context":{"text":"Health","link":"https:\/\/hill-kleerup.org\/blog\/category\/health"},"img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]},{"id":3434,"url":"https:\/\/hill-kleerup.org\/blog\/2002\/11\/22\/fatheads_2.html","url_meta":{"origin":11494,"position":1},"title":"Fatheads","author":"***Dave","date":"Fri 22-Nov-02 7:04am","format":false,"excerpt":"Damn, I was really hoping the legal barrage against fast food was an aberration, but evidently there are plenty of unscrupulous lawyers ready to rake in the Big Bucks by...","rel":"","context":"In "Health"","block_context":{"text":"Health","link":"https:\/\/hill-kleerup.org\/blog\/category\/health"},"img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]},{"id":5503,"url":"https:\/\/hill-kleerup.org\/blog\/2004\/03\/03\/not_so_super_si.html","url_meta":{"origin":11494,"position":2},"title":"Not-so-super size","author":"***Dave","date":"Wed 3-Mar-04 6:27am","format":false,"excerpt":"Having heard that I am now starting to watch my weight, McDonald's has announced that it is getting rid of super-sized fries this year. 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His mission: To eat three meals a day for 30 days at McDonald's and document the impact on...","rel":"","context":"In "Health"","block_context":{"text":"Health","link":"https:\/\/hill-kleerup.org\/blog\/category\/health"},"img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]},{"id":130585,"url":"https:\/\/hill-kleerup.org\/blog\/2016\/05\/04\/ronald-mcdonald-vs-the-taliban.html","url_meta":{"origin":11494,"position":4},"title":"Ronald McDonald vs the Taliban","author":"***Dave","date":"Wed 4-May-16 12:57pm","format":false,"excerpt":"Amusing stuff (\"we don't even consider it as a food\"), though the Taliban have hardly established themselves as a group whose aesthetic sense should be paid attention to. McDonald's Opens in Taliban Heartland \u2014 But They're Not Lovin' It McDonald's opened its first restaurant in Pakistan's western city of Quetta,\u2026","rel":"","context":"In "~PlusPosts"","block_context":{"text":"~PlusPosts","link":"https:\/\/hill-kleerup.org\/blog\/category\/blogging\/plusposts"},"img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]},{"id":133323,"url":"https:\/\/hill-kleerup.org\/blog\/2017\/04\/23\/on-the-mcdonalds-uniforms.html","url_meta":{"origin":11494,"position":5},"title":"On the McDonald's uniforms","author":"***Dave","date":"Sun 23-Apr-17 11:37am","format":false,"excerpt":"McDonald's is revamping their outfits to something more neutral and (by design intent, at least) less garishly fast-food. 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