Yes

by Rex Trulove

Created on: May 21, 2011

Whether people prefer other fast food restaurants or not, not many people will dispute the fact that McDonalds is the master. They have stores throughout the US and in nations abroad. This appeals especially to anyone who is looking for food that is quick and tasty, with little or no effort involved in getting it. This applies to kids, in particular.

Our society, as a whole, is wanting things faster and faster, and expecting them that way. This is especially true of industrialized nations, but is also valid for those that aren't quite to the same level yet. It is preferable to have a meal in 10 minutes, handed to you,  rather than taking 15 minutes to actually make one, which involves effort. It makes little difference that the latter is often far better for the health, and the flavor is better.

None of this is lost on kids. They see adults disregarding nutritional value in favor of 'fast and easy'. They emulate the behavior.

The example set by adults is bad enough, and they have plenty of role models to choose from. The advertisements McDonalds shows simply reinforce that conception and makes the situation worse.

There is an obesity problem with children in the US, and many other countries. Some of the problem is biological, but in many cases, it comes down to the food choices the kids eat. High fat content foods, low in nutrition, tends to put on pounds for anyone. The targeted advertising focused on kids encourages them to eat high fat, low nutrition food.

As with most advertising, McDonald's doesn't show chunky and overweight kids eating the food. This would be realistic, but it probably wouldn't sell many burgers and fries, dripping with grease. Even younger kids aren't stupid, however they have not yet gathered enough experience and knowledge to know how detrimental this food selection is for them. The ads carefully don't show it, either.

Most people understand that advertising is meant to sell products. Micky D's is no different than many others in regards to wanting to sell a product. Targeting kids is a poor way to do it, for a couple of reasons. First, though they may be seen as a more gullible segment of the population, habits are being formed. The choice of unhealthy over healthy is a habit the kids will likely not live with for long, due to health problems.

Second, as the kids die off, it shows that it was only a short term goal that was achieved. By all means, advertise. At the same time, make efforts, genuine ones, to make sure that the food is better and healthier.

In the 1940s, Japan had an incidence of strokes, heart attacks, heart disease, and similar fatal problems, that were less than half of those experienced in the US. Currently, the numbers of those deadly problems are nearly equal, between the two nations. Why is this?

Japan had previously relied primarily on fish and rice. Fast food, including that produced by McDonalds, was introduced and became popular.. Disease rates have increased in a direct proportion to the fast food eaten, until nearly as many Japanese die from the same problems Americans die from, mostly stroke, heart attack, heart disease, and cancer.

The correlation is obvious, even if it isn't fully scientific (studies are ongoing). The question is if we want a mogul business to dictate the potential deaths of our children or not. Adults can make up their own minds, and suffer whatever consequences there may be for those decisions. Parents are responsible for their children until the kids become adults. Targeting kids with the advertising undermines the best judgment of the parent.

McDonalds should stop targeting kids, period. Instead, use the extra money to find a healthier version of the food that is presented. This would be money well spent, and it would help everyone in the long run. To McDonalds, have you ever heard of repeat customers? Killing them doesn't produce many.

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