The paper "Case of Ronald McDonalds as One of the Advertising Mascot in Fast-Food Industry" is a great example of marketing coursework. There is the increased rate of obesity in children in most developed countries such as the United States of America, UK and Spain, and this is due to the lifestyle that they are introduced to at their tender age. Obesity in children is a disorder that needs immediate attention because the consequences affect them throughout their growth and development. Obese children tend to be depressed and stigmatized due to their body shapes as compared to the normal children of the same age or gender.
It is the obligation of the parents and guardians to guide children on the nature of foods and snacks that they need to consume to help them avoid developing obesity. The food manufacturing companies also need to have a wide understanding of the effects of high levels of cholesterol in the food that children consume (Swinburn, Egger & Raza, 1999: 563-70). The advertising organizations are supposed to establish appropriate health messages to accompany the packages of the products that they advertise to encourage users on the need to participate in activities that trigger body fitness.
This paper aims at analyzing the case of Ronald McDonalds as one of the advertising mascots in the fast-food industry. It will achieve this by responding to the following questions. Question One: How McDonald should respond when ads Promoting Healthy Lifestyles featuring Ronald McDonald are equated with Joe Camel and Cigarette ads According to the case, it is not advisable to eliminate Ronald McDonald from making advertisement on fast foods, but rather people should be made aware of the harmful effects associated with overconsumption of calories without getting involved in physical exercises such as jogging or running.
Mac has a variety of healthy options that it can integrate into promoting healthy foods, and more importantly create awareness campaigns regarding the quality of their products and the ingredients contained in the products that they advertise. Ronald is considered to be among the best mascots and its popularity and reputation are hard to rebut because the larger population has a positive perception towards Ronald McDonalds.
It is observed to be contributing immensely to charities and supporting the unfortunate children among other deeds that have positively built the image of Ronald, and therefore even if it is eliminated people will still appreciate its contributions unlike that of Joe Camel and cigarette ads (Sallis & Glanz, 2009: 123-54). These positive contributions to the public and the targeted group will help in rebuilding the reputation and image of Ronald McDonald. It is through making the public aware that they need to change any negative notion they have towards Ronald that they will recognize the positive impacts of using Ronald because it’ s the favorite as children and parents love it.
Protesting against the mascot is not the solution, but promoting a healthy lifestyle is the best measure that is implemented to boast Ronald McDonalds and fast food industries. Question Two: Merits of the Law Proposed by France that would require Fast-Food Companies The greatest benefit linked to the proposed laws is that the laws will enable the advertising companies to be more serious in the nature of advertisement that they release to the public.
People across France and all over the world care for their health, and it would be advised for the advertising companies to add health messages to their products. Adding a health message to the products that they manufacture, the fast-food industries will offer the advertisers a chance to devise on the most appropriate strategy of advertisement to apply, and consequently, reach people with an evidence-based and genuine message regarding the products. Food manufacturing organizations need to ensure that the products they release have nutritional value and the ingredients attached to the advertisement materials that they release to the public.
Instead of paying the tax in their advertisement budget, McDonald's should add health messages to promote its products in a better and modernized way. McDonald's can get involved in promotion campaigns and support social events such as Olympics as a way of promoting the products it advertises, thereby reaching a large population of people, especially the target group on the nutritional value of the fast-foods that they advertise. Ronald McDonalds should focus on differentiation of its products through integration of health message to the products that are under its name, as this will not only rebuild the reputation of Ronald McDonalds but will also promote the fast foods that they advertise.
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