Allison Ellis and Amber Hurm Your Trusted Friends Allison Ellis and Amber Hurm Your Trusted Friends discusses the many way that big corporations like McDonalds and Disney can manipulate the public, especially children, while appearing to be a trusted friend of the consumer.

Commercialization McDonald’s “top dogs” portray themselves as friendly and inviting in order to get your attention and then sell you an item. McDonald’s utilizes its power to sell such items such as “telephones in the shape of french fries, ties, clocks, key chains, etc.” with the McDonald’s Golden Arches.

Kroc vs. Disney Struggled to gain any fame Ray Kroc Struggled to gain any fame Built off of Disney’s success; noticed what Disney was doing in order to succeed and followed suit Similarities Marketing ploys at their disposal Marketing targeted at children Did not mind climbing over others in order to succeed Walt Disney Gained fame at a younger age; “overnight sensation”

Better Living Disney incorporated a “Tomorrowland” theme to his park; received by many as an “escape” Kroc’s McDonald’s franchise became a “safe, clean, all-American place for kids” Embodied the ideas of the culture at that time Disney was “cheerful, friendly, and patriotic” Ronald McDonald embodied everything that the kids of the 60s were rebelling about

Kid Kustomers Advertising began targeting children, making the parents feel guilty for not spending enough time with their children Playlands and McDonaldlands (cheaper version of Disneyland) 1980s became known as the “decade of the child consumer” Using brand loyalty to ensure sales for the consumer’s entire life Cradle-to-grave advertising by creating a nostalgic feel for particular items Encouraging kids to whine and marketing Kids Clubs With children came the parents or grandparents, aka bringing in more consumers

Advertising Internet Television No parental approval was required Television Kids could not tell the difference between a program and advertising so they didn’t know when they were being ‘sold’ something Small children ages 2-5 have televisions in their rooms The amount of television consumed by children each day is increasing Children’s channels increasing like Disney Channel, Cartoon Network, and Nickelodeon supporting child-specific advertisements

Effective Lures McDonald’s playlands to bring in children Toy crazes with different variations You can collect them all! McDonald’s and Disney partnering together McDonald’s Trusted Friend campaign Giving the illusion that they were close to and cared for the customers

Coke in Schools Advertising in schools and on school buses is a way to make money Selling Coca-Cola in vending machines in schools Ads on Channel One Selling fast food chains’ food as school lunches The increased exposure in schools makes it easy for the brands to sell to children who constantly see their advertisements