According to an ABC Health article, your toddler will even eat fruits and vegetables--if it comes in a McDonald's wrapper. In a study of 63 children, ages 3 to 5, researchers proved the chilling power of advertisement to our children. In the taste test, the kids were offered 5 identical food items: hamburger, french fries, carrots, milk and chicken nuggets. Half of the food was wrapped in plain, unbranded packaging, while the other half remained in the McDonald's wrappers. Majority of the time, the kids chose the food in McDonald's packaging as the better tasting one, even though both of the food samples were identical.
The findings of the study did not surprise me. Multibillion dollar corporations keep advertising to younger and younger children every year. This “target audience” (also known as, our kids) have already become consumers before they enter the first grade. They are ambushed with product placement on television, billboards and at the grocery store. Our children don’t want the store-brand “marshmallow-O’s”, they want Lucky Charms. Companies don’t want to advertise straight to the parents, they would rather have the kid badger relentlessly until the mom gives in. Though not surprising, such brand loyalty and the state of advertising to our youth is worrisome and thought provoking.
I do not have children, though I do have two young nieces, and I know how impressionable kids can be. "This study demonstrates simply and elegantly that advertising literally brainwashes young children into a baseless preference for certain food products," the article notes. It goes on to say, "kids don't just ask for food from McDonald's, they actually believe that the chicken nugget they think is from McDonald's tastes better than an identical, unbranded nugget." Kids accept advertisement as the truth are not able to comprehend and distinguish the tricks that marketers use to get us to buy. These tricks are most evident in the cereal aisle where each cereal box depicts a cartoon character or a product placement for the latest animated movie.
Are the companies at fault for malicious marketing or are the parents responsible for their kids' purchasing power? After all, it is the parents that feed the child, not McDonald's, and not the advertisements. However, during an epidemic of childhood obesity, junk food and fast food companies should be more conscientious of the messages they send to the young. Parents are not always there when their kids are exposed to marketing messages, but they should have an ongoing conversation about being a smart consumer, as well as set a good example through their own food choices. To be fair, McDonald's has implemented healthier choices on the kids' menu such as apple slices and low-fat milk. However, give any 3 year old a choice between french fries and apple slices, and you can guess which one they will pick.
I just realized my posts from last week didn't go through because I didn't see the code to enter at the end! So, on that note it sadens me that these advertisers aim at children because I feel it is part of the reason we have so many obese childen in this world. It amazed me that the kids didn't realize the chicken nuggets all tasted the same. My 6 year old always wants McDonalds but not for the food just the toy she only eats the fries and says "I am full". The companies only care about making money and not the welfare of people.
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