September 14, 2009
In this chapter of Eric Schlosser’s “Fast Food Nation” he discusses the relationship between Ray Kroc and Walt Disney through their advertising styles to kids. Both men became very successful, but Walt Disney became rich much faster then Kroc. Ray Kroc had many jobs before he bought McDonalds from two brothers. Ray Kroc told people, and believed, that he was in the show business, not the restaurant business. In 1972 Ray Kroc gave $250,000 to President Nixon and his campaign for reelection. In that same year the fast food industry was trying to persuade Congress to pass a new legislation known as the “McDonald’s bill”, this bill would allow employers to pay under-aged kids 20 percent lower than minimum wage. Kroc aimed all of his marketing campaigns at children by making McDonalds look like a “Trusted Friend.” This form of advertising was to make people feel like they weren’t just going to get food, but that people could feel the same way about McDonalds as they did major sports or patriotism. In 1941 hundreds of Disney animators went on strike, because of this Disney fired all employees who were sympathetic towards the union. He believed that the leaders of the screen cartoonist’s guild were communists so he appeared as a friendly witness before the House Un-American Activities Committee. Disney used the “synergy” method of advertising, which sold the rights to use Disney characters to other companies, and increased product recognition. To close off the chapter Schlosser talks about how fast food is becoming incorporated into public schools by advertising in them. For seven hours a day, and five days a week, students walk through the hallways, and with schools in need for money they allow fast food restaurants to advertise.
Thinking back to the days when I was a kid very few things come to mind, or stand out, that I can actually remember very clearly....