Fast food advertising

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A fast food advertisement at a bus stop in Littleover, England Fast food advert on bus stop near school - geograph.org.uk - 2840490.jpg
A fast food advertisement at a bus stop in Littleover, England

Fast food advertising promotes fast food products and utilizes numerous aspects to reach out to the public.

Contents

Along with automobiles, insurance, retail outlets, and consumer electronics, fast food is among the most heavily advertised sectors of the United States economy; spending over 4.6 billion dollars on advertising in 2012. [1] A 2013 Ad Age compilation of the 25 largest U.S. advertisers ranked McDonald's as the fourth-largest advertiser (spending US$957,000,000 on measurable advertisements in 2012) and Subway as the nineteenth largest (US$516,000,000). [2]

Campaign intentions

Fast food advertising campaigns have changed their intent over time. After hearing years of criticism of a fast food diet's harmful effects, many modern campaigns stress the availability of healthy options. The rise in awareness of proper nutrition and obesity has decreased the income of these establishments, and their marketing campaigns attempt to rectify this. [3]

Target audience

Fast food restaurants often aim some of their advertising directly at the youth population. [4] Around $1 billion is annually spent on advertising targeted at youth-oriented media, primarily television, in the United States. Some estimates indicate that for every $1 the WHO dedicates to promoting healthy nutrition, the food industry spends $500. [5] McDonald's Happy Meals, which include a toy often tied in with a newly released family film, is a significant example. Ronald McDonald, a clown advertising mascot introduced in 1963 and designed to appeal to young children, is another. In addition, in 1987 McDonald's incorporated a Play Place in their restaurants to further advertise to children, making their restaurants a more appealing environment for children. Additionally, from 1996 to 2006, Disney was an exclusive partner with McDonald's, linking their products together. They announced the end of this deal in May 2006, with some reports saying that Disney was worried about childhood obesity. [6] [7] Other than Disney, McDonald's has also been partnered with Nintendo since 1985, when the Nintendo Entertainment System was first introduced. [8] In 1987, McDonald's also created a Nintendo play land in their restaurants where kids could play on Nintendo consoles while waiting for their food. During 2007, McDonald's began to provide WiFi from the Nintendo consoles; giving children the ability to play wherever they were. [8] With also a target audience of children releasing these new films and incorporating toys, it uses the kids to reach out to their parents pockets because of their large investment.

Other chains, such as Carl's Jr. and Burger King (see Burger King advertising), have directed advertising towards a different demographic – young teenage and college-age men – with trendy, often sexualized, imagery and messages that target men's supposed desire for large, meat-filled burgers and rich, satisfying food. For example, in 2005, Carl's Jr. debuted a controversial ad featuring a bikini-clad Paris Hilton writhing sensuously on an expensive Bentley luxury car while enjoying a large burger. While the ad provoked outrage from a number of groups, Carl's Jr. sales grew substantially. [9] [8]

Regulation and criticism

One of the main areas where fast food companies face regulation is the advertising of "junk food" to children. In the United Kingdom, the Children's Food Bill is intended to highly regulate the advertising of such food aimed at children. [10] Many other countries are looking to introduce strict limitations on fast food advertising as well. Negotiations between the Food Standards Agency (FSA) and fast food companies were initiated in a collective effort to improve children's diets, though Burger King withdrew from the discussions. [11]

Some organizations have called for the watershed to apply to various unhealthy foods, including fast foods. In June 2006, the FSA called for laws preventing such food from being advertised on television before 9pm. They also called for the disassociation of television and film characters from fast food and stopping celebrities from appearing in such advertisements. [12] The effect of these campaigns is often denied by the fast food companies and the television networks that carry their advertisements. [13] Some networks have also claimed that tighter regulations would reduce advertising income and that would reduce the quality of children's programming. [14] In Sweden, all advertising aimed at the under-12s is banned, including fast food adverts.

Faced with restricted television, radio and print regulation, many fast food companies have started making use of Internet advertising to reach their customers. [15]

On June 3, 2004 KFC withdrew American television commercials claiming that "fried chicken can, in fact, be part of a healthy diet" after reaching a settlement with the Federal Trade Commission. [16]

Advertising authorities regularly receive complaints about fast food advertisements, with members of the public usually claiming that the wording is misleading. Not every complaint is upheld. Between September 11, 2002, and March 24, 2004, the Advertising Standards Authority (ASA) in the UK investigated complaints about six McDonald's advertisements, with only two of them being upheld. The ASA used one of the upheld complaints as a case study. [17]

In 2006 the European Union passed a new law regarding the labeling of foods - any food with a nutritional claim (such as "low fat") must also highlight that it is high in something else (such as "high salt") if that is the case. While fast food is often not given a traditional label, this may affect advertising. [18]

In November 2006, the Office of Communications (Ofcom) announced that it would ban television advertisements for junk food before, during, and after television programming aimed at under-16s in the United Kingdom. [19] This move has been criticized on both ends of the scale; while the Food and Drink Federation labelled the ban "over the top", others have said the restrictions do not go far enough (particularly because soap operas would be exempt from the ban). [20] On 1 April 2007, junk food advertisements were banned from programs aimed at four to nine-year-olds. [21] Such advertisements broadcast during programs "aimed at, or which would appeal to," ten- to fifteen-year-olds will continue to be phased out over the coming months, [22] with a full ban coming into effect on January 1, 2009. [21]

In 2019, the Mayor of London, Sadiq Khan, introduced restrictions on advertising of unhealthy food and drinks across the Transport for London network. A study estimated that this led to a 7% reduction in the average weekly household purchase of foods high in fat, salt, and sugar. The largest reductions were seen in the sales of chocolate and sweets. There was no change in purchases of foods not classified as being high in fat, salt, and sugar. [23] [24]

Sponsorship

Sport

Several international fast food companies have sponsored sporting events, teams and leagues. McDonald's is one of the largest sponsors, having affiliations with the NHL, Olympic Games, and the FIFA World Cup. [25]

Television

Some fast food companies sponsor television programs. Domino's Pizza have sponsored Sky One's screenings of The Simpsons in the UK for many years (But reported because of new regulation on advertising that the deal may end). In 2005, Pizza Hut sponsored the same program when it was shown on Channel 4 – the Sky/Domino's deal continued.

Fast food companies were major sponsors of the Saturday morning cartoons in the United States, where they advertised their children's meals. Fast food ads often portrayed snacks as enjoyable and depicted them with vibrant colors and animated characters, which appealed especially to children. [26] When McDonald's and Disney partnered, promotions of McDonald's meals were highly viewed by the youth population. This persuasion for children increased youth obesity and improper nutrition throughout the world.[ citation needed ] The withdrawal of Disney from their partnership with McDonald's was executed and since the two companies have not collaborated.

See also

Related Research Articles

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Advertising is the practice and techniques employed to bring attention to a product or service. Advertising aims to put a product or service in the spotlight in hopes of drawing it attention from consumers. It is typically used to promote a specific good or service, but there are wide range of uses, the most common being the commercial advertisement.

<span class="mw-page-title-main">Fast-food restaurant</span> Type of restaurant

A fast-food restaurant, also known as a quick-service restaurant (QSR) within the industry, is a specific type of restaurant that serves fast-food cuisine and has minimal table service. The food served in fast-food restaurants is typically part of a "meat-sweet diet", offered from a limited menu, cooked in bulk in advance and kept hot, finished and packaged to order, and usually available for take away, though seating may be provided. Fast-food restaurants are typically part of a restaurant chain or franchise operation that provides standardized ingredients and/or partially prepared foods and supplies to each restaurant through controlled supply channels. The term "fast food" was recognized in a dictionary by Merriam–Webster in 1951.

<span class="mw-page-title-main">Junk food</span> Unhealthy food high in sugar or fat

"Junk food" is a term used to describe food that is high in calories from sugar and/or fat, and possibly sodium, making it hyperpalatable, but with little dietary fiber, protein, vitamins, minerals, or other important forms of nutritional value. It is also known as HFSS food. The term junk food is a pejorative dating back to the 1950s. Many variations of junk food can be easily found in most supermarkets and fast food restaurants. Due to easy accessibility, commercially-oriented packaging, and often-low prices, people are most likely to consume it.

<span class="mw-page-title-main">Television advertisement</span> Paid commercial segment on television

A television advertisement is a span of television programming produced and paid for by an organization. It conveys a message promoting, and aiming to market, a product, service or idea. Advertisers and marketers may refer to television commercials as TVCs.

<span class="mw-page-title-main">Fast food</span> Food prepared and served in a small amount of time

Fast food is a type of mass-produced food designed for commercial resale, with a strong priority placed on speed of service. It is a commercial term, limited to food sold in a restaurant or store with frozen, preheated or precooked ingredients and served in packaging for take-out/takeaway. Fast food was created as a commercial strategy to accommodate large numbers of busy commuters, travelers and wage workers. In 2018, the fast food industry was worth an estimated $570 billion globally.

McDonald's maintains an extensive advertising campaign. In addition to the usual media such as television, radio and newspaper ads, the company makes significant use of billboards and signage, and sponsors sporting events ranging from Little League to the FIFA World Cup and Olympic Games. The company also makes coolers of orange drink with their logo available for local events of all kinds. However, television ads remain the primary form of advertisement.

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<span class="mw-page-title-main">Whopper</span> Hamburger sold at Burger King and Hungry Jacks

The Whopper is the signature hamburger and an associated product line sold by the international fast food restaurant chain Burger King and its Australian franchise Hungry Jack's. Introduced in 1957, the hamburger has undergone several reformulations, including changes to portion size and bread used. The hamburger is well known in the fast food industry, with Burger King advertising itself as "the Home of the Whopper" and naming its kiosk stores the BK Whopper Bar. In response to the Whopper, Burger King's competitors have developed similar products designed to compete against it.

<span class="mw-page-title-main">The Burger King</span> Mascot of American food chain Burger King

The Burger King is a king character used as the primary mascot for the fast-food restaurant chain of the same name. The first iteration of the Burger King was part of a sign at the first Burger King restaurant in Miami, Florida, in 1955. Later signs showed the King sitting on a "burger throne" as well as atop the BK sign while holding a beverage. In the early 1970s, Burger King started using a small and animated version of the King in its children's advertising, voiced by Allen Swift. In 1976, the original animated King was replaced by the "Marvelous Magical Burger King" which was a red-bearded and Tudor-era king who ruled the Burger King Kingdom and performed magic tricks that were mostly sleight-of-hand but sometimes relied on camera tricks or involved his "Magic Ring" which could summon copious amounts of food. The Burger King Kingdom advertisements were discontinued in the late 1980s in favor of the BK Kids Club Gang and other advertising programs.

<span class="mw-page-title-main">Big King</span> Hamburger sold by Burger King

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<span class="mw-page-title-main">BK Tee Vee</span> 1990s Burger King advertising campaign

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<span class="mw-page-title-main">Kids' meal</span> Fast food meal marketed to children

The kids' meal or children's meal is a fast food combination meal tailored to and marketed to children. Most kids' meals come in colorful bags or cardboard boxes with depictions of activities/games on the bag or box and a toy inside. Most standard kids' meals comprise a burger or chicken nuggets, a side item, and a soft drink.

Advertising to children refers to the act of advertising products or services to children as defined by national laws and advertising standards.

<span class="mw-page-title-main">Burger wars</span> Series of fast food advertising campaigns

The Burger wars are a series of off-and-on comparative advertising campaigns consisting of mutually-targeted advertisements that highlight the intense competition between hamburger fast food chains McDonald's, Wendy's, Burger King and others in the United States. The term first came into use during the late 1970s due to an attempt by Burger King to generate increased market and mind-share by attacking the size of bigger rival McDonald's hamburgers.

Advertising is a form of selling a product to a certain audience in which communication is intended to persuade an audience to purchase products, ideals or services regardless of whether they want or need them. While advertising can be seen as a way to inform the audience about a certain product or idea it also comes with a cost because the sellers have to find a way to show the seller interest in their product. It is not without social costs. Unsolicited commercial email and other forms of spam have become so prevalent that they are a major nuisance to internet users, as well as being a financial burden on internet service providers. Advertising increasingly invades public spaces, such as schools, which some critics argue is a form of child exploitation. Advertising frequently uses psychological pressure on the intended consumer, which may be harmful. As a result of these criticisms, the advertising industry has seen low approval rates in surveys and negative cultural portrayals.

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The United States food and beverage industry has increased the amount of advertising that intensively and aggressively targets children through multiple channels. Food marketers know that the youth consumers have equal if not more spending power than adults, they hold purchasing influence, and have the potential to be lifelong consumers. The advertisements for products predominantly high in sugar and fat have increased and have had an effect on the major health epidemic in the US of Childhood obesity, and as such are inconsistent with national dietary recommendations. Food advertisements have moved from the television into the classroom. Marketing companies are exploring new creative techniques to reach their target audience, young children, through promotions, contests, and incentive programs. As a result, the US has progressively been placing regulations on how much advertising is allowed during children's programming.

Advertisements in schools is a controversial issue that is debated in the United States. Naming rights of sports stadiums and fields, sponsorship of sports teams, placement of signage, vending machine product selection and placement, and free products that children can take home or keep at school are all prominent forms of advertisements in schools.

References

  1. ↑ Fast Food Marketing Ranking Tables 2012-2013 Archived 2014-02-01 at the Wayback Machine . Yale. Retrieved January 25, 2014.
  2. ↑ Meet America's 25 biggest advertisers Archived 2015-03-07 at the Wayback Machine . AdAge. Retrieved July 8, 2013.
  3. ↑ Choueka, Elliott (2005-07-08). "Big Mac fights back". BBC News . Archived from the original on 2006-09-21. Retrieved 2006-10-09.
  4. ↑ Schlosser, Eric (June 2011). "Fast Food Nation". www.nytimes.com. Archived from the original on 2017-04-21. Retrieved 2017-04-11.
  5. ↑ Sarı, Gülşah (2018-02-27). "EFFECTS OF ADS ON CHILDREN'S CONSUMPTION BEHAVIOR". Süleyman Demirel Üniversitesi Vizyoner Dergisi. 9 (20): 53–67. doi:10.21076/vizyoner.333133. ISSN   1308-9552.
  6. ↑ "Disney and McDonald's deal ended". Norwich Union. 2005-05-10. Archived from the original on 2007-09-27. Retrieved 2006-10-09.
  7. ↑ Noe, Eric (2006-05-08). "Did Childhood-Obesity Worries Kill Disney-McDonald's Pact?". ABC News . Archived from the original on 2006-10-04. Retrieved 2006-10-09.
  8. 1 2 3 Ashcraft, Brian (March 22, 2010). "Nintendo And McDonalds: A Short History". kotaku.com. Archived from the original on April 7, 2017. Retrieved April 7, 2017.
  9. ↑ Hein, Kenneth (2005-04-25). "Paris Ad for Carl's Jr. Too Hot for TV". Adweek . Archived from the original on 2006-10-05. Retrieved 2006-10-09.
  10. ↑ "Children's Food Bill". British House of Commons. 2004-05-18. Archived from the original on 2006-10-20. Retrieved 2006-10-09.
  11. ↑ Leake, Jonathan (2005-10-09). "Burger King opts out of health food drive". The Sunday Times . London. Archived from the original on 2008-10-07. Retrieved 2006-10-09.
  12. ↑ Derbyshire, David (2006-06-15). "Ban all junk food ads before 9pm, says watchdog". Telegraph.co.uk. Archived from the original on 2006-06-19. Retrieved 2006-10-09.
  13. ↑ Kedgley, Sue (2003-03-06). "TVNZ's defence of fast-food advertising leaves foul taste". Green Party of Aotearoa New Zealand. Archived from the original on 2006-03-06. Retrieved 2006-10-09.
  14. ↑ Simmonds, Malcolm (March 2006). "The Growth of Obesity". Alternative HealthZine. Archived from the original on 2006-10-04. Retrieved 2006-10-09.
  15. ↑ Bobbie Johnson; Owen Gibson (2006-03-27). "Internet used to push fast food to children, say campaigners". Guardian Unlimited . Archived from the original on 2006-09-13. Retrieved 2006-10-09.
  16. ↑ Bergren, Scott (2004-06-03). "KFC Responds to FTC Resolution of Advertising Inquiry". Archived from the original on 2006-10-31. Retrieved 2006-10-09.
  17. ↑ "End of story for one fast food ad". Advertising Standards Authority. Archived from the original on 2006-10-18. Retrieved 2006-10-09.
  18. ↑ "Tight controls on food labelling". BBC News . 2006-05-16. Archived from the original on 2006-11-07. Retrieved 2006-10-09.
  19. ↑ "Junk food ad crackdown announced". BBC News . 2006-11-17. Archived from the original on 2009-01-07. Retrieved 2006-11-17.
  20. ↑ "Reactions in quotes: ad ban". BBC News . 2006-11-17. Archived from the original on 2017-08-12. Retrieved 2006-11-17.
  21. 1 2 "Junk food ad ban comes into force". BBC News . 2007-04-01. Archived from the original on 2007-10-21. Retrieved 2007-04-02.
  22. ↑ "Junk food ad ban plans laid out". BBC News . 2007-02-22. Archived from the original on 2009-01-17. Retrieved 2007-04-02.
  23. ↑ "Advertising ban was linked to lower purchases of unhealthy food and drink". NIHR Evidence. 2022-08-03. doi:10.3310/nihrevidence_52264. Archived from the original on 2022-09-20. Retrieved 2022-09-16.
  24. ↑ Yau, Amy; Berger, Nicolas; Law, Cherry; Cornelsen, Laura; Greener, Robert; Adams, Jean; Boyland, Emma J.; Burgoine, Thomas; de Vocht, Frank; Egan, Matt; Er, Vanessa; Lake, Amelia A.; Lock, Karen; Mytton, Oliver; Petticrew, Mark (2022-02-17). Popkin, Barry M. (ed.). "Changes in household food and drink purchases following restrictions on the advertisement of high fat, salt, and sugar products across the Transport for London network: A controlled interrupted time series analysis". PLOS Medicine. 19 (2): e1003915. doi: 10.1371/journal.pmed.1003915 . ISSN   1549-1676. PMC   8853584 . PMID   35176022.
  25. ↑ "McDonald's :: About Us :: Sports Sponsorships". McDonald's Canada. Archived from the original on 2006-09-25. Retrieved 2006-10-09.
  26. ↑ Amanzadeh, Baharak; Sokal-Gutierrez, Karen; Barker, Judith C. (2015-05-30). "An interpretive study of food, snack and beverage advertisements in rural and urban El Salvador". BMC Public Health. 15 (1): 521. doi: 10.1186/s12889-015-1836-9 . ISSN   1471-2458. PMC   4449567 . PMID   26024917.
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