Didn’t We Already Know This?
As reported yesterday, in an article originally appearing in HealthDay by Steven Reinberg, a new academic study has revealed that kids prefer any food wrapped in McDonalds packaging, regardless of where the food actually came from. Apparently specific food items from a single source were packaged in plain wrap and McDonalds branded wrapping, and then 3 to 5 year-old children were asked to taste the food from each package and rate it. The kids consistently preferred the McDonalds wrapped food.
“This study demonstrates simply and elegantly that advertising literally brainwashes young children into a baseless preference for certain food products,” said Dr. David Katz, the director of the Prevention Research Center at, New Haven, Conn…
The study was led by Dr. Thomas Robinson, the director of the Center for Healthy Weight at Packard Children’s Hospital and associate professor of pediatrics and of medicine at, in Stanford, Calif. His team had 63 children, ages 3 and 5, sample five foods: chicken nuggets, a hamburger, french fries, baby carrots and milk.
The chicken nuggets, hamburger and french fries were all from McDonald’s; the carrots and milk were from a grocery store…
“We found that kids with more TVs in their homes and those who eat at McDonald’s more frequently were even more likely to prefer the food in the McDonald’s wrapper,” Robinson said. “This is a company that knows what they’re doing. Nobody else spends as much to advertise their fast-food products to children.” It is estimated that McDonald’s spend more than $1 billion dollars per year on U.S. advertising.
“It’s really an unfair marketplace out there for young children,” Robinson said. “It’s very clear they cannot understand the persuasive nature of advertising.”
Reinberg went on to report:
McDonald’s responded by saying that it is dealing with the problem.
We are certain, from our vantage point here at BFD, that McDonalds is “dealing” with, not a problem in their minds, but an opportunity, laughing all the way to the bank. We are also wondering, how many McDonalds stockholders are parents?