Chapter+2

Chapter 2: Your Trusted Friends 2. Walt and Ray 3. Better Living 4. Kid Kustomers [END of Rebecca E's section] [BEGIN Caroline] 5. Perfect Synergy
 * 1) __Intro:__
 * 2) Introduces Ray A. Kroc by describing the McDonald’s corporate headquarters and the “McStore.”
 * 3) The building that “seems stolid and drab, an architectural relic of the Nixon era” but must have seemed “space-age when the building opened three decades ago” It also “resembles the American embassy compounds that always used to attract antiwar protesters, student demonstrators, flag burners. (ASYNDETON)(31).
 * 4) Mentions Hamburger University and quotes that people go there to receive a “Degree in Hamburgerology” - humor.
 * 5) Extensive list of everything one can buy at the McStore, including “bean-bag McBurglar dolls at McStore, telephones shaped like french fries, ties, clocks, key chains, golf bags and duffel bags, jewelry, baby clothes, lunch boxes, mouse pads, leather jackets, postcards, toy trucks, and much more, all of it bearing the stamp of McDonald’s. “ He continues, “You can buy T-shirts decorated with a new version of the American flag. The fifty white stars have been replaced by a pair of golden arches” This statement will purposely apply pathos to those who have patriotic pride, those who feel corporations are taking over the face of the nation.
 * 6) Explains that Ray A. Kroc is the founder of the McDonald’s Corporation.
 * 7) Describes Kroc’s museum including a letter from Nixon about how much he and his family loved McDonald’s
 * 8) “It didn’t feel like a traditional museum, where objects are coolly numbered, catalogued, and described. It felt more like a shrine” First of all, ethos for having experienced the place 1st hand; 2nd, the word ‘shrine’ makes it seem as if they are worshipping the corporation and making it too big
 * 9) Compares Kroc and McDonalds to the Walt Disney Company, first by comparing Kroc and Walt’s similar lives.
 * 10) They were born a year apart, knew each other as young men, served together in WW1 ambulance corps, fled Midwest and settled in southern California, played central roles in the creation of new American industries, both were obsessed with cleanliness and order, dropped out of high school, have training schools/degrees in their companies, charismatic salesmen (directed toward children), etc.
 * 11) “They were charismatic figures who provided an overall corporate vision and grasped the public mood, relying on others to handle the creative and financial details. Walt Disney neither wrote, nor drew the animated classics that bore his name. Ray Kroc’s attempts to add new dishes to McDonald’s menu - such as Kolacky, a Bohemian pastry, and the Hulaburger, a sandwich featuring grilled pineapple and cheese - were unsuccessful. Both men, however, knew how to find and motivate the right talent” (33). Ironic that they were the driving figures in their corporations but didn’t do any of the work within the corporation
 * 1) <span style="background-color: transparent; color: #000000; font-family: Arial; font-size: 15px; text-decoration: none; vertical-align: baseline;">Describes Kroc’s history and early experience in selling things
 * 2) <span style="background-color: transparent; color: #000000; font-family: Arial; font-size: 15px; text-decoration: none; vertical-align: baseline;">Kroc was blown away by McDonald and wanted to spread it, Mac McDonald and Richard “were clearing $100,000 a year” and Kroc finally convinced them to sell him the right to franchise McDonald’s nationwide.
 * 3) <span style="background-color: transparent; color: #000000; font-family: Arial; font-size: 15px; text-decoration: none; vertical-align: baseline;">Kroc asks Disney if he can place a McDonald’s restaurant in Disneyland but they were denied
 * 4) <span style="background-color: transparent; color: #000000; font-family: Arial; font-size: 15px; text-decoration: none; vertical-align: baseline;">Disney’s success was a rolemodel for Kroc, and he describes Disney’s successes
 * 5) <span style="background-color: transparent; color: #000000; font-family: Arial; font-size: 15px; text-decoration: none; vertical-align: baseline;">Disney’s factory was designed “like that of an automobile plant” and the working conditions were below par. There was a strike and his response to it was weak. He showed a fear of socialism and communism “He fired employees who were sympathetic to the union, allowed private guards to rough up workers on the picket line, tried to impose a phony company union, brought in an organized crime figure from Chicago to rig a settlement, and placed a full-page ad in Variety that accused leaders of the Screen Cartoonists Guild of being Communists.” (36)
 * 6) <span style="background-color: transparent; color: #000000; font-family: Arial; font-size: 15px; text-decoration: none; vertical-align: baseline;">He puts Disney in a very negative light, therefore placing Kroc and his industry under a similar light.
 * 7) <span style="background-color: transparent; color: #000000; font-family: Arial; font-size: 15px; text-decoration: none; vertical-align: baseline;">He quotes a vehement Disney, “Don’t forget this [...] it’s the law of the universe that the strong shall survive and the weak must fall by the way, and I don’t give a damn what idealistic plan is cooked up, nothing can change that”
 * 8) <span style="background-color: transparent; color: #000000; font-family: Arial; font-size: 15px; text-decoration: none; vertical-align: baseline;">THEN quotes Kroc saying something very familiar, “Look, it is ridiculous to call this an industry [...] This is not. this is rat eat rat, dog eat dog. I’ll kill ‘em, and I’m going to kill ‘em before they kill me. You’re talking about the American way of survival of the fittest”
 * 9) <span style="background-color: transparent; color: #000000; font-family: Arial; font-size: 15px; text-decoration: none; vertical-align: baseline;">Kroc stayed away from political projects because of one attempt to back Nixon that ended in embarrassment
 * 1) <span style="background-color: transparent; color: #000000; font-family: Arial; font-size: 15px; text-decoration: none; vertical-align: baseline;">Describes Disney’s passion for future technology in “Tomorrowland” and the irony that his tomorrowland has become like today, everything backed with corporation. “The future heralded at Disnyland was one in which every aspect of American life had a corporate sponsor”
 * 2) <span style="background-color: transparent; color: #000000; font-family: Arial; font-size: 15px; text-decoration: none; vertical-align: baseline;">“Walt Disney pioneered the marketing strategy known as synergy”
 * 3) <span style="background-color: transparent; color: #000000; font-family: Arial; font-size: 15px; text-decoration: none; vertical-align: baseline;">character’s toys ads and products now contained disney characters
 * 4) <span style="background-color: transparent; color: #000000; font-family: Arial; font-size: 15px; text-decoration: none; vertical-align: baseline;">McDonald’s decided to advertise to family & children after the baby boom, when children were everywhere
 * 5) <span style="background-color: transparent; color: #000000; font-family: Arial; font-size: 15px; text-decoration: none; vertical-align: baseline;">“A child who loves our TV commercials [...] and brings her grandparents to a McDonald’s gives us two more customers.”
 * 6) <span style="background-color: transparent; color: #000000; font-family: Arial; font-size: 15px; text-decoration: none; vertical-align: baseline;">Changes mascot from Speedy to Bozo. Willard Scott, who played the character, was replaced because “He was deemed too overweight; McDonald’s wanted someone thinner to sell its burgers, shakes, and fries” ironic that these products make people overweight
 * 7) <span style="background-color: transparent; color: #000000; font-family: Arial; font-size: 15px; text-decoration: none; vertical-align: baseline;">Kroc wants to create his own Disneyland (McDonaldland) but this was ultimately a bust
 * 1) <span style="background-color: transparent; color: #000000; font-family: Arial; font-size: 15px; text-decoration: none; vertical-align: baseline;">Describes increase in child targeting in advertising
 * 2) <span style="background-color: transparent; color: #000000; font-family: Arial; font-size: 15px; text-decoration: none; vertical-align: baseline;">research and agencies are completely dedicated to observing children and how they ask their parents for things. Parents want to feel like they’re good parents, so they want to make their kids happy
 * 3) <span style="background-color: transparent; color: #000000; font-family: Arial; font-size: 15px; text-decoration: none; vertical-align: baseline;">He mentions how a brand logo can be put into a child’s mind. “The discountinued Joe Camel ad campaign, which used a hip cartoon character to sell cigarettes, showed how easily children can be influenced by the right corporate mascot. A 1991 study published in the Journal of the American Medical Association found that nearly all of America’s six-year-olds could identify Joe Camel, who was just as familar to them as Mickey Mouse” Example of logos and shocker that cigarettes would be sold to kids
 * 4) <span style="background-color: transparent; color: #000000; font-family: Arial; font-size: 15px; text-decoration: none; vertical-align: baseline;">describes different examples of “pester power”
 * 5) <span style="background-color: transparent; color: #000000; font-family: Arial; font-size: 15px; text-decoration: none; vertical-align: baseline;">pleading nag - “please” “mom, mom, mom”
 * 6) <span style="background-color: transparent; color: #000000; font-family: Arial; font-size: 15px; text-decoration: none; vertical-align: baseline;">persistent nag - involves constant requests for the coveted product
 * 7) <span style="background-color: transparent; color: #000000; font-family: Arial; font-size: 15px; text-decoration: none; vertical-align: baseline;">Forceful nag - extremely pushy and may include subtle threats, like “Well, then, I’ll go and ask Dad.”
 * 8) <span style="background-color: transparent; color: #000000; font-family: Arial; font-size: 15px; text-decoration: none; vertical-align: baseline;">Demonstrative nag - are most high risk, often characterized by the full-blown tantrums in public places, breath-holding, tears, a refusal to leave the store
 * 9) <span style="background-color: transparent; color: #000000; font-family: Arial; font-size: 15px; text-decoration: none; vertical-align: baseline;">Sugar-coated nag - promise affection in return for a purchase. “you’re the best dad in the world!”
 * 10) <span style="background-color: transparent; color: #000000; font-family: Arial; font-size: 15px; text-decoration: none; vertical-align: baseline;">Pity nag - claim the child will be heartbroken
 * 11) Studies show that if the company suffuses advertising with universal values (“patriotism, national defense, and good health” (44).)
 * 12) Market researchers observe children and customers, “analyze children’s artwork, hire children to run focus groups, stage slumber parties and then question children into the night” g. Appeal to common children’s dreams because “80 percent of children’s dreams are about animals. Rounded, soft creatures like Barney, Disney’s animated characters, and the Teletubbies therefore have an obvious appeal to young children”
 * 13) effectively lists MANY agencies that deal specifically with advertising to children; logos.
 * 14) <span style="background-color: transparent; color: #000000; font-family: Arial; font-size: 15px; text-decoration: none; vertical-align: baseline;">fast food goes online to reach kids with kids’ websites
 * 15) <span style="background-color: transparent; color: #000000; font-family: Arial; font-size: 15px; text-decoration: none; vertical-align: baseline;"> television remains the primary medium for children’s advertising. FTC tried to “ban all television ads directed at children seven years old or younger” because children were being taken advantage of. It was supported by “the American Academy of Pediatrics, the National Congress of Parents and Teachers, the Consumers Union, and the Child Welfare league etc.” but was smashed by “National Association of Broadcasters, the Toy Manufacturers of America, and the Association of National Advertisers. Deemed “unpractical”
 * 16) <span style="background-color: transparent; color: #000000; font-family: Arial; font-size: 15px; text-decoration: none; vertical-align: baseline;">Now, advertising aims at children 24 hours a day on Nickelodeon, Disney Channel, Cartoon Network, stereo, etc.
 * 17) <span style="background-color: transparent; color: #000000; font-family: Arial; font-size: 15px; text-decoration: none; vertical-align: baseline;">“The typical American child now spends about 21 hours a week watching television - roughly one and a half months of TV every year. That does not include the time children spend in front of a screen watching videos, playing video games, or using the computer. Outside of school, the typical American child spends more time watching television than doing any other activity except sleeping. During the course of a year, he or she watches more than 30,000 TV commercials. Even the nations youngest children are watching a great deal of television. About ¼ of American children between the ages of two and five have a TV in their room” These figures and facts add to the logos of the novel.
 * 1) <span style="background-color: transparent; color: #000000; font-family: Arial; font-size: 15px; text-decoration: none; vertical-align: baseline;">Fast food chains annually spend about 3 billion on television advertising, but McDonald's goes past the conventional ads. It has over 8,000 playgrounds at it’s restaurants, while Burger King has over 2,000.
 * 2) <span style="background-color: transparent; color: #000000; font-family: Arial; font-size: 15px; text-decoration: none; vertical-align: baseline;">“Playlands bring in children, who bring in parents, who bring in money”
 * 3) <span style="background-color: transparent; color: #000000; font-family: Arial; font-size: 15px; text-decoration: none; vertical-align: baseline;">Every month about 90% of American children visit McDonald’s.
 * 4) <span style="background-color: transparent; color: #000000; font-family: Arial; font-size: 15px; text-decoration: none; vertical-align: baseline;">Brandweek article states, “the key to attracting kids is toys, toys, toys” i. the major toy crazes of the recent years include-- Pokemon cards, Cabbage Patch Kids, and Tamogotchis
 * 5) Having toys in happy meal not only attracts kids, but also adults.
 * 6) the chain often distribute numerous version of a toy, encouraging repeat visits by small children AND adult collectors who hope to obtain complete sets.
 * 7) in 1999 McDonald’s distributed eighty different types of Furby. According to a publication called Tomar’s Price Guide to McDonald’s Happy Meal Collectibles, some fast food giveaways are now worth hundreds of dollars.
 * 8) McDonald's sold about 100 million happy meals a week, when giving away teenie beanie babies with the meals.
 * 9) The competition for young customers has led the fast food chains to form marketing alliance not just with toy companies but with sports leagues and Hollywood studios.
 * 10) McDonald's has staged promotions with the National basketball Association and the Olympics.
 * 11) Pizza Hut, Taco Bell, and KFC singed a three-year deal with the NCAA and Wendy's has linked withe nation Hockey league.
 * 12) Burger Kind and Nickelodeon, Denny’s and Major League Baseball. F. McDonald's now has its own line of children’s videos starring Ronald McDonald.
 * 13) The Wacky Adventures of Ronald McDonald is being produced by Klasky-Csupo, the company that produces The Simpsons and Rugrats.
 * 14) McDonald’s executive said to a press release, “to create a more meaningful relationship between Ronald and kids” G. In May of 1996, the Walt Disney Company singed a ten-year global marketing agreement with the McDonald's Corporation.
 * 15) g. by linking with a fast food company, Hollywood studios typically gain anywhere from 25 million to 45 million.

<span style="background-color: transparent; color: #000000; font-family: Arial; font-size: 15px; text-decoration: none; vertical-align: baseline;">6. The Brand Essence
 * 1) Confidential documents from a recent McDonald's advertising campaign releases a long list of problems.
 * 2) “sales are decreasing”
 * 3) “people are telling us Burger King and Wendy’s are doing better job of giving...better food at the best price”
 * 4) The link with the Walt Disney Company was considered the most important connection to regain “trust” in McDonald's.
 * 5) parents took their kids to McDonald's because they, “want their kids to love them” and “it makes them feel like a good parent”.
 * 6) the fundamental goal of the “My McDonald's” campaign is to make the customer feel that McDonald's, “cares about me” and “knows about me”.
 * 7) “the essence of McDonald’s is embracing is ‘Trusted Friend’. ‘Trusted Friend’ captures all the good will and unique emotional connection customers have with the McDonald’s experience. Our goal is to make customers believe McDonald’s is their ‘Trusted Friend’”. ***rhetorical device of repetition***

<span style="background-color: transparent; color: #000000; font-family: Arial; font-size: 15px; text-decoration: none; vertical-align: baseline;">7. Mcteachers and Coke Dudes <span style="background-color: transparent; color: #000000; font-family: Arial; font-size: 15px; text-decoration: none; vertical-align: baseline;">***Logos is used immensely through out the book (all of the facts and figures)***
 * 1) In 1993 District 11 in Colorado Springs started a nationwide trend, becoming the first public school district in the United States to place ads for Burger King in its hallways and on the sides of school buses.
 * 2) Burger King hired Dan DeRose, president of DD Marketing, Inc. to increase advertising.
 * 3) within a year he had nearly tripled Districts 11’s ad revenues.
 * 4) In August of 1997, DeRose brokered a ten-year deal wit Coca-Cola the district's exclusive beverage supplier, bringing schools up to $11 million during the life of the contract.
 * 5) District 11’s marketing efforts were soon copied by other school districts in Colorado.
 * 6) today the nation’s fast food chains are marketing their products in public schools through conventional ad campaigns, classroom teaching materials,and lunchroom franchises, as well as a number of unorthodox means.
 * 7) Major beverage companies do not like DeRose and prefer not to deal with him.
 * 8) he views their hostility as a mark of success.
 * 9) in the three years following, he has negotiated agreements for seventeen universities and sixty public school systems across the United States.
 * 10) Fast food chains benefit greatly when kids drink soda.
 * 11) the soda in take among teenage girls and boys had nearly doubled from 1978 to 1999.
 * 12) Soft drink consumption has also become increasingly popular with American toddlers.
 * 13) about one fifth of the nation’s one- and two-year-olds now drink soda.
 * 14) a study in 1997 published in a journal of dentistry that many infants were being fed soda.
 * 15) Protest have occurred against the spread of Coca-Cola.
 * 16) in 1998 students at Greenbrier High School in Evans, Georgia assembled in a school parking lot to protest.
 * 17) Fast food chains run ads on Channel One, the commercial television network whose programming is now shown in classrooms, almost every school day, eight million of the nation’s middle, junior, and high school students--- a teen audience 50 times larger than that of MTV.
 * 18) Taco Bell products are sold in about forty-five hundred school cafeterias. Pizza Hut, Domino's, and McDonald’s are now selling food in the nation’s schools.
 * 19) “we want kids to think school lunch is a cool thing, the cafeteria a cool place, that we’re ‘with it,’ that we’re no institutional..” *** all of the quotes used throughout are examples of ethos, they add creditably to the authors information.***
 * 20) John Bushey, a district 11 administrator suggest that teachers allow coke products in the class room and set up more vending machines in hallways to increase sales.
 * 21) “location, location, location is the key”
 * 22) he identifies himself as “the Coke dude”