BLOG ENTERY 5

­­Deterioration of Young Minds

Fast Food industry began as simple and cheap food business in California during 1950’s and 1960’s after World War II. The fast food industry gained unforeseen success and quickly propagated all around the world and contributed in making America, a super power. McDonald’s is the most famous American fast food chain and its sign is recognized by people worldwide. It has become a culture on its own, a part of our society which is now unavoidable.  Success makes man hungry for more, likewise success of these industries made their owner’s ruthless entrepreneurs. And Eric Schlosser reveals the darkness and evil motives of these industries in his book titled “Fast Food Nation.” One of the issues brought forth by him is about child customers. Children and teenagers are soft targets of fast food industry both as consumers and workers. All advertisements are made keeping children in mind. The adversity of fast food nation has prominent effect in young minds of our nation.

Until 1980’s, American companies did not invested huge sum of money on advertisement. However this changed after 1980’s. Since then every major fast food and retail companies directs marketing at children. Children are the number one customers. Modernizations lead to parents spending less and less time with their young children as both parents started going out for work. These parents feeling guilty provided their kids everything, from toys to fast food to make them happy. The consumer demand increased and the companies started investing huge sum in researching and developing new business scheme. Both Ray Kroc and Walt Disney realized the significance of child customer and that a “brand loyalty” can start from early age of two. “Hoping that nostalgic childhood memory of a lead to lifetime of purchase, companies now plan “cradle to grave” advertising strategies.”(43)  We all have childhood memories of consuming certain branded food and have sentimental attachment. And to stop consuming that would mean to forget a part of your childhood.

These companies take advantage of our weaknesses. Today all most everywhere we turn our head; we see advertisement, from billboards to television, street walls, school, taxis and buses. It has become unavoidable and children, who have no sense of right or wrong, trust whatever they see or hear. Each and every companies weather food, clothing, and gadgets, automobile and toys all target child customers.  The children are described as “surrogate salesmen” by Sociologist Vance Packard as they nag their parents in all the possible way to make them buy branded products. (43) The children use all sorts of tactics like crying, throwing tantrums, emotional blackmailing, disobeying or creating scene’s in front of people in order to get toys.  However efforts were made by FTC’s and other organization to eradicate such advertisement but were unsuccessful. “Typical American child now spends about twenty-one hours watching television.” (46) And I totally agree with this fact as my own cousin who is six years older than me watches television all day long. Being the only child his parents always fulfill all his demand. However the impact can be seen now, he is socially awkward, always quiet and does not play any sports. Parents also play role in exploiting their child.

Fast Food companies like McDonald’s also invest on research to understand child psychology. Young mind of kids can be easily manipulated and these companies take advantage of it.  These kids often cannot make difference between advertisement and program. And trust everything they see on the television. Ray Kroc soon found out the way to attract young kids was toys, so MacDonald’s made playgrounds and gave free giveaway toys with meals. Companies made huge profit and realized the importance of child customer. As a kid I also collected all the McDonald’s toys and Disney toys. To have a Disney toy was the coolest thing in school. I remember nagging my parents to take me to Disney land as a kid. So the consumer demand also play role in letting these companies exploit the innocence of children. These companies also exploit young teenager who for little money work in these companies. Teenagers are lucrative for such companies and easily hired for cheap labor. These companies provide no health insurance, job security and give minimum wage to young people.

Fast food has exploited the resource of this country in every possible way. We now cannot perceive world without McDonalds and Disney land. They have become a part of our culture and identity. These “Trusted Friend” are slowing taking us to grave. (50) Even I have been consuming fast food since I was a kid. Ray Kroc and Walt Disney are the two epitomes of greatness and success. Both Ray Kroc and Walt Disney are idols and inspiration of many Americans. And people blindly trust these companies. These companies have dark secrets and vicious business plans. The adverse effect on children is evident. Not only on their minds but health too. Child obesity is a huge issue in America today. Thus these companies benefit by advertising, indirectly destroying our future generation.