Unintended Consequences

As far back as I can remember my younger brother has always been full of life, courage, and curiosity. One early morning, at age five, he stealthily managed to leave home unnoticed. Hours later after a thorough investigation of the neighborhood and countless conversations with neighbors my mother and I desperately decided to check back home. Suddenly we were joyed to see Nathan safely in the arms of a police officer. Our eyes overflowed with tears as the officer explained how accurately Nathan had directed him home, and that a McDonald's employee had called the authorities after a lone boy was found asking for chicken nuggets in their McDonald's play-land. The fast food industry uses its playgrounds to attract young children and develops itself as fun place in their undeveloped mind. It is clear to see that advertisements aimed towards children, along with a funded role in politics, and the rise of the automobile acknowledged in Eric Shlosser's book Fast Food Nation, are the most powerful components that led to the continuously rising growth of the fast food industry. 


The fast food industry has spent billions of dollars on TV, Internet, and radio advertisements primarily marketed towards children playing a crucial role in its growth. In Shlosser's Fast Food Nation Kroc, founder of the McDonald's corporation, explains "A child who loves our TV commercials, and brings her grandparents to McDonald's gives us two customers." (41) Kroc celebrates the fact that advertising towards children would increase the number of customers and ultimately profitability. This is effective because it is common knowledge that children do not take themselves places therefore whoever is with them is considered a potential customer. According to Shlosser "As American cities and towns spend less money on children's recreation, fast food restaurants have become gathering spaces for families with young children...The seesaws, slides, and pits full of plastic balls have proven to be an effective lure" (47) This shows how the fast food industry attracts children by taking advantage of the fact that America has decreased its funding on parks and recreation. Shlosser insists "The growth in children's advertising has been driven by the efforts to increase not just current, but future consumption . . .hoping that nostalgic childhood memories of a brand will lead to a lifetime of purchases, companies now plan cradle-to-grave advertising strategies." (43) This approach towards advertisements is important to consider because it creates a long-term effect that accounts for not only present proceeds, but also future gains. Therefore advertisements aimed towards children became one of the most significant factors that led to the rise of the fast food industry. I have mixed feelings about this. On one hand I understand the importance of corporation, and its clever marketing that creates business. On the other hand I do not agree with the fast food industry's way of marketing towards children who are vulnerable and may not understand the significance of proper nutrition. The fast food industry's involvement in media propelled to a more powerful position in society.

One financial association between the fast food industry and politics occurred in 1972. Shlosser claims, "Kroc's $250,000 donation to President Nixon's reelection campaign contributed to pass new legislation known as the McDonald's bill that would allow employers to pay sixteen and seventeen year old kids wages 20 percent lower than the minimum wage." (37) This evidence is substantial in understanding how the fast food industry used a fraction of its income to buy its way into politics. "The Nixon administration supported the McDonald's bill and permitted McDonald's to raise the price of its Quarter Pounders, despite the mandatory wage and price controls restricting other fast food chains." (37) To put in another way, Shlosser's point is that McDonald's was able to bend the rules in a self-governing way that allowed it to obtain more power over its wages and prices. Consequently, the fast food industry's appearance in politics became one of the most compelling determinants that led to the rise of its industry. I disagree with Kroc's use of politics to achieve success because it is completely unethical. He miss used a system designed to maintain control to capitalize on doubling its already doubled profits.