August 14, 2007
‘McAnything’ tastes better: US Children
Tuesday Aug 7 11:14 AEST
AP - Anything made by McDonald’s tastes better, US preschoolers said in a study that powerfully demonstrates how advertising can trick the taste buds of young children. Even carrots, milk and apple juice tasted better to the children when they were wrapped in the familiar packaging of the Golden Arches.
The study had youngsters sample identical McDonald’s foods in name-brand and unmarked wrappers. The unmarked foods always lost the taste test.
“You see a McDonald’s label and kids start salivating,” said Diane Levin, a childhood development specialist who campaigns against advertising to children. Levin said it was “the first study I know of that has shown so simply and clearly what’s going on with (marketing to) young children.” Study author Dr Tom Robinson said the kids’ perception of taste was “physically altered by the branding.” The Stanford University researcher said it was remarkable how children so young were already so influenced by advertising.
“It’s an amazing study and it’s very sad,” Strasburger said. “Advertisers have tried to do exactly what this study is talking about - to brand younger and younger children, to instil in them an almost obsessional desire for a particular brand-name product,” he said.
Just two of the 63 children studied said they had never eaten at McDonald’s, and about one-third ate there at least weekly. Most recognised the McDonald’s logo but it was mentioned to those who did not.
The study included three McDonald’s menu items - hamburgers, chicken nuggets and French fries - and store-bought milk or juice and carrots. Children got two identical samples of each food on a tray, one in McDonald’s wrappers or cups and the other in plain, unmarked packaging. The kids were asked if they tasted the same or if one was better. McDonald’s-labelled samples were the clear favourites. French fries were the biggest winner; almost 77 per cent said the labelled fries tasted best while only 13 per cent preferred the others.
Fifty-four percent preferred McDonald’s-wrapped carrots versus 23 per cent who liked the plain-wrapped sample.
Fewer than one-fourth of the children said both samples of all foods tasted the same.
He noted that parents play a strong role in controlling food choices for children so young. But Robinson argued that because young children are unaware of the persuasive intent of marketing, “it is an unfair playing field.”
—O—
The Stick Take: I call McBullshit!
They’re looking at this ALL WRONG…
Hear me out. Instead of whining woefully about the fact that branding is altering the perceptions of young children… why not use that knowledge to your advantage?
Parents… it’s simple…
Next time you’re at McDonalds… ask for a few dozen spare containers for your child’s “homework assignment”. I dunno… say they have to make a model of the Sydney Opera House or something… Grab a bunch of each size and type (burger containers, cardboard fries holders, drink containers, sundaes etc).
Then… nip down to the nearest dollar store… and buy a bag of little plastic toys… even if they’re just cheap plastic pieces of junk (it doesn’t stop McDonalds).
Next, go home and whip up a nutritious meal of tofu burgers, steamed vegetable sticks and a healthy home made juice… Package them in McDonalds branded containers… throw in a plastic piece of junk… and voila! The kids eat a happy meal… pardon the pun… with enthusiasm… and without the complaints…
I know… I know… it is underhanded…
But you must admit… it is also subtle in its intricacy… and if it is achieving a noble end result… that makes deceiving your kids ok… right?
The Stick Take… helping families in crisis since 2007
P.S. The following picture depicts two billboards sold by the same advertiser… one on top of the other… Irony or ignorance? You be the judge…
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