The world’s most famous clown, Ronald McDonald, has been in the news lately. According to various reports, including this one, there have been calls for Ronald to retire.
It is no surprise that these calls have come from health campaigners. After all, the business that Ronald symbolises represents all that is evil in the food industry, according to some. In fact an entire movement has built up around the supposed evilness of fast food chains such as McDonalds, resulting in works such as Supersize Me and McLibel.
Ronald The Marketer
There is no doubt that Ronald McDonald plays a vital role in one of the most effective marketing campaigns in history. Through the use of Ronald, McDonalds are able to promote their products to children as soon as they are old enough to control their eyes.
Do you remember a time in your life when you didn’t know what a clown was?
In an attempt to ensure that Ronald’s name is synonymous with helping children, McDonalds have attached his name to their sponsorship of children’s hospitals – Ronald McDonald House.
Clever.
Evil Ronald
Advocacy group Corporate Accountability International has called on Ronald to retire.
The call was made on the basis that McDonalds is partly responsible for the rising levels of poor health in children. The group has called Ronald a “pied piper drawing youngsters all over the world to food that is high in fat, sodium and calories” and has called for him to go the way of the Marlborough Man and Joe Camel.
Good Ronald
The CEO of McDonalds, however, has assured his shareholders that Ronald is not retiring. To drive the point home he made the statement “he communicates effectively with children and families around balanced, active lifestyles.”
So there you have it. By selling you a burger, fries, and coke, Ronald McDonald is telling you that he wants you to have an active lifestyle.
Confused Public
Clearly there is a great divide between the opinions of those who feel that Ronald McDonald represents all that is evil in the food industry, and those who feel that Ronald is causing no harm, and might even promote a balanced, healthy lifestyle.
What do you think?
Do you believe that a fast food chain should be allowed to use a clown as a marketing tool?
Do you believe that marketing practices in the food industry needs to be controlled the same way as cigarettes and alcohol?
Do you think Ronald McDonald should be forced into retirement?
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