Targeted Ads Towards Children and Teenagers: McDonald's

Targeted Advertising Towards Children and Teenagers: Mcdonalds

The image on the top left includes McDonald's mascot, Ronald Mcdonald, a cheery clown. The picture on the top right includes a Happy Meal with a Minion toy. The picture on the bottom right showcases a screenshot from an advertisement, displaying a young girl enjoying her Happy Meal, which includes toys and smaller portions.

What do these three marketing figures have in common? They are all designed to appeal to kids. In my presentation, I will showcase Mcdonald's marketing strategties to garner attention from a children and teenagers. Whether or not this is ethical in the long run for both the company and its customers. I will also dive into topics such as fast food and its role in one of America's biggest issues: childhood obesity and junk food addiction.

Happy Meals

• Happy Meals are meals that are specifically designed to appeal to children with their smaller portions and a toy included. Usually, the toy and/or box are branded and promotional materials.
• McDonald's is known for collaborating with new and popular movies, TV shows, and franchises specifically aimed at children and/or teenagers.

McDonald's Logo

• The iconic "Golden Arches" logo is one of the most globally recognizable logos. The instantly recognizable logo creates a strong brand presence that appears to customers of all ages.
• The vibrant yellow and red are visually striking and the sign stands out against the blue sky.

Mcdonald's Advertising Strategies: Targeting Children and Teens

The Play Place

• The majority of McDonald's restaurants feature a "Play Place". This is an indoor playground children may use while waiting for food, or after eating. Uncoincidently aiding in customers staying for longer times.
• These indoor playgrounds serve as an incentive for children as the bright colors and overall family-friendly environment ensure customer satisfaction.

Family Oriented Advertisements

Memes as a Form of Advertisgment

McDonald's Digital Strategies: Engaging Children and Teens

Mcdonald's usage of popular social media platforms, such as Instagram, TikTok, X (formally known as Twitter), and YouTube, aids in engaging their younger audience through trends, campaigns, and interactive features.

As shown in the image to the left, one of McDonald's marketing strategies is memes or funny photos. They tap into the viral and easily relatable type of content that teens and children resonate with. Here, McDonald's is using a popular meme format, but notice they are using it to promote a product.

peacefully enjoying a meal from McDonald's. The advertisement was posted to their Japanese X account in fall of last year. The caption translates to, "It's a special, happy time." This showcases their goal to influnce parents that Mcdonald's is the easiest, and most affordable meal choice for families. This is a popular theme in the majority of their ad campaigns.

The advertisement above showcases a young couple and their young daughter

Ethical Consideration of McDonald's Marketing Towards Children and Teens

Many McDonald's marketing strategies aim to attract younger demographics to their company and food. Some of the ways they achieve this are by cartoon characters, games, Happy Meals, toys, collaborating with movie franchises, and influencers promoting their products.Characters, like Ronald McDonald and Grimace, help the brand seem more appealing and relatable to kids. Using these beloved characters to market fast food can be seen as manipulative, which is understandable as it capitalizes on impressionable children who don't realize they are targets of propaganda.

• Ronald Mcdonald and friends in the popular kids' show, McDonald Land (1963-2015).

• The McDonald's Happy Meals includes toys to attract kids. The image shows a collaboration with the popular stuffed animal brand, Squishmallows. This practice can exploit children developmental immaturity while using incentive material to encourage unhealthy eating habits. A concern is that children may develop a preference for unhealthy fast food due to these toys, which could contribute to the global issue of childhood obesity.

Marketing practices

Child welfare

The Ethical Implications of McDonald’s Marketing Practices

Is marketing toward kids ethical? The short answer is, no. But why is that? McDonald's marketing strategies often exploit the developmental vulnerabilities of children and teens. Their young audience is impressionable and less able to identify marketing strategies. They focus on bright colors, toys, and funny cartoonish clowns. These strategies encourage brand loyalty that will continue to grow as the consumer does. Children influenced by these advertisements may develop unhealthy eating habits that could lead them to become obese or have related medical issues. In conclusion, businesses have a moral obligation to conduct marketing in a way that does not exploit vulnerable populations such as children. As the largest fast-food company globally, you would think it should realize its influence on its impressionable audience. McDonald's does not, with its manipulative marketing tactics. Ethically run conglomerates should always prioritize the well-being of their audience first.

• The chart below shows the best-selling fast food chain in each country compared to obesity rates. Notice how McDonald's is the largest in the USA, and obesity rates are also the largest in the USA.

A Very Special Thank You to my Sources!

• Fast Company.com "McDonald's Instagram post are aimed at kids in developing countries, study reveals"

• Verywellhealth.com "McDonald's Ads Seem to Target Low-Income Kids"

• MEDPAGETODAY.com "A Third of American Children Regularly Eat Fast Food"

• iStockphoto.com "McDonald's stock sign photo"

• DEXERTO.com "The internet can't get enough of this Japanese McDonald's ad"

• National Library of Medicine.com "Is it ethical to advertise unhealthy food to children?"

• TODAY.com "McDonald's launches much-anticipated Squishmallows Happy Meal"

• linkedin.com "The Fast Food Dilemma – Exploring Global Trends and Obesity Rates"

• IMDB.com "McDonaldland"