ORCA General Poster Session (Virtual)
Academic Level at Time of Presentation
Junior
Major
Sociology
Minor
Psychology
List all Project Mentors & Advisor(s)
Dr. Alexandra Hendley
Presentation Format
Poster Presentation
Abstract/Description
When thinking of fast food, McDonald’s is often one of the first that comes to mind. However, we rarely think about how this industry giant has changed over the years. From this point the question is asked, how has McDonald’s advertisements changed to suit their ever-growing audience? What, if anything, has caused these changes? Many might simply say the changes come with the times, but research reveals that there could potentially be much more serious reasons, such as the anti-obesity movement and battles in the legal field. By analyzing numerous television advertisements from the 90s and recent years, I find that the television advertisements of the past featured children and other child-friendly themes, compared to current advertisements that tend to focus on adult consumers. From this, I argue that, while certainly not the only cause, the anti-obesity movement, especially the anti-childhood obesity portion, was a strong factor in the apparent shift in McDonald’s advertising format.
Spring Scholars Week 2020 Event
Other (Please write-in)
Other Scholars Week Event
Soc 325
Included in
Medicine and Health Commons, Other Sociology Commons, Politics and Social Change Commons
The Evolution of McDonald’s: As Seen on TV.
When thinking of fast food, McDonald’s is often one of the first that comes to mind. However, we rarely think about how this industry giant has changed over the years. From this point the question is asked, how has McDonald’s advertisements changed to suit their ever-growing audience? What, if anything, has caused these changes? Many might simply say the changes come with the times, but research reveals that there could potentially be much more serious reasons, such as the anti-obesity movement and battles in the legal field. By analyzing numerous television advertisements from the 90s and recent years, I find that the television advertisements of the past featured children and other child-friendly themes, compared to current advertisements that tend to focus on adult consumers. From this, I argue that, while certainly not the only cause, the anti-obesity movement, especially the anti-childhood obesity portion, was a strong factor in the apparent shift in McDonald’s advertising format.