1. 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.

2. 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.

3. 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”

4. 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

5. 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

6. 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

7. 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

8. 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