Inside McDonald - atestat
McDonald's restaurants can be found in 120 countries and territories around the world and serve nearly 54 million customers each day. The company also operates other restaurant brands, such as Piles Café and Boston Market, and has a minority stake in Pret a Manger. The company owned a majority stake in Chipotle Mexican Grill until completing its divestment in October 2006. Until December 2003, it [...]DOWNLOAD REFERAT
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Because McDonald's multi-national, multi-billion dollar business and standardized products and procedures have come to symbolize globalization and the American way of life, the company has often found itself a target of activism and a focal point of public debate. In particular, it has generated much discussion about corporate ethics, consumer responsibility, obesity, the environment, intellectual property, animal rights, the death of many due to heart problems, to offense of both the Islamic religion and the Jewish religion, and the destruction of modern society.Since the mid-1990s, a backlash against globalization has been well-documented in the media, on the internet and in books like Naomi Klein's No Logo.
McDonald's restaurants have been the targets of protests, peaceful and otherwise, by environmental, anti-globalization and animal rights activists.
In 2001, Eric Schlosser's book Fast Food Nation included criticism of McDonald's' business practices. Among the critiques are allegations that McDonald's (along with other companies within the fast-food industry) uses its political influence to increase their own profits at the expense of people's health and the social conditions of its workers.
The criticism also brings into question McDonald's advertisement techniques where it targets children..In June 2004, the UK's Private Eye reported that McDonald's was handing out meal vouchers, balloons, and toys to children in pediatric wards. This was especially controversial as the report was made within weeks of a British Government report stating that the present generation may be the first to die before their parents due to spiraling obesity in the British population.In 2002, vegetarian groups, largely Hindu, successfully sued and won against McDonald's for misrepresenting their French fries as vegetarian Even after the discontinuation of frying the French fries in beef tallow in 1990, the French fries still had beef extract added to them.
The French fries sold in the U.S. still contain beef and animal flavoring. McDonald's biscuits also contain beef flavoring along with animal flavoring.Also in 2004, Morgan Spurlock's documentary film Super Size Me produced negative publicity for McDonald's, with allegations that McDonald's food was contributing heavily to the epidemic of obesity in American society, and failing to provide nutritional information about its food for its customers. For 30 days Spurlock ate nothing but McDonald's (supersizing whenever asked). He ate everything on the menu at least once and continued to eat after he was full.
At the same time he consciously attempted to get little or no exercise. By the end of themonth he reported mood swings and sexual dysfunction and had gained 24.5 pounds (11.11 kg). Others have disputed Spurlock's claims. (see below)After the film was shown, offering several healthier menu items. However, while the healthier menu items have appeared, the Supersize meal option still remains available at some locations. The company also began a practice of putting nutritional information for all menu items in light grey small print on the reverse of their tray liners.
Chapter IV:McDonald's advertising campaigns and slogans
McDonald's has for decades maintained an extensive advertising campaign. In addition to the usual media (television, radio, and newspaper), the company makes significant use of billboards and signage, sponsors sporting events from ranging from Little League to the Olympic Games, and makes coolers of orange drink with their logo available for local events of all kinds. Nonetheless, television has always played a central role in the company's advertising strategy.
To date, McDonald's has used 23 different slogans in United States advertising, as well as a few other slogans for select countries and regions. At times, it has run into trouble with its campaigns.In 1996, the British adult comic magazine Viz accused McDonald's of plagiarizing the name and format of its longstanding Top Tips feature, in which readers offer sarcastic tips. McDonald's had created an advertising campaign of the same name, which suggested the Top Tips (and then the alternative — save money by going to McDonald's). Some of the similarities were almost word-for-word: "Save a fortune on laundry bills. Give your dirty shirts to Oxfam.
They will wash and iron them, and then you can buy them back for 50p." — Viz Top Tip, published May 1989."Save a fortune on laundry bills. Give your dirty shirts to a second-hand shop. They will wash and iron them, and then you can buy them back for 50p." — McDonald's advert, 1996.The case was settled out of court for an undisclosed sum, which was donated to the charity Comic Relief. However, many Viz readers believed that the comic had given
permission for their use, leading to Top Tips submissions such as: "Geordiemagazine editors. Continue paying your mortgage and buying expensive train sets ... by simply licensing the Top Tips concept to a multinational burger corporation."
In 2003, a ruling by the UK Advertising Standards Authority determined that the corporation had acted in breach of the codes of practice in describing how its French fries were prepared. A McDonald's print ad stated that "after selecting certain potatoes" "we peel them, slice them, fry them and that's it." It showed a picture of a potato in a McDonald's fries box. In fact the product was sliced, pre-fried, sometimes had dextrose added, was then frozen, shipped, and re-fried and then had salt added. « mai multe referate din Engleza