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Justin Gallegioni
12/10/2012
Comm 169I
Fast Food Criticism
The topic of fast food is one of the most controversial issues Americans have in relation
to our health. There is a world-wide debate on whether or not it is considered healthy to consume
fast food. Some argue that it is completely acceptable to consume in moderation while others
argue that it is never acceptable to consume. No matter what side you are on in regards to fast
food, the debate will reign on as long as these establishments exist. It is ultimately up to the
consumer to decide whether or not he or she wants to continue to consume these products and
prolong the fast food epidemic.
Images of fast food, such as the golden arch of McDonalds, are some of the most
recognizable images in the country. When one sees the golden arch, they automatically think of
McDonalds without any hesitation. Sturken (2009) argues, “Company logos operate according to
this principle of instant recognition, counting on the fact that the denotative meaning will slide
into connotative meanings that will boost sales” (p. 26). The denotative meaning of the golden
arch is that it represents McDonalds however the connotative meaning varies greatly. Some
people may believe the logo represents quality, family friendly, affordable, and compassionate.
Others may use words such as greasy, fried, dirty, and unhealthy to describe the infamous golden
arch. We decode these images in order to form our own unique meaning. Everyone will not have
the same exact meaning of an image, but they have one that is personalized for them. Any way
one looks at it, the image is so recognizable that it elicits a strong reaction from the general
public.
Justin Gallegioni
12/10/2012
Comm 169I
Affordability is one of the main reasons why so many people chose to eat fast food.
When it comes to calories per dollar, fast food will beat any other establishment by a mile. Given
the sheer amount of low income families around the country, it makes sense why this industry
has been and is still booming. Why spend double the amount on health foods when you could get
an entire day’s worth of food for $15? Either one has to sacrifice their health, or instead sacrifice
their bank account which can be a hard decision for many who are struggling. Plus,
advertisements are all over the place and it is so easy to give in to the brilliant marketing
schemes used by these franchises.
McDonalds is a global brand that and because of that, the brand is recognized around the
world. That is why they have commercials with basketball star such as LeBron James and
Dwight Howard promoting their brand. The franchise wants these stars to represent their global
brand by sparking the interest of people in a specific culture. Sturken (2009) argues that, “brands
are a product names that have meaning attached to them through naming, packaging, advertising,
and marketing” (p. 289). For example, one McDonald’s commercial shows LeBron playing a
basketball game against Dwight Howard. The winner of the game receives a prize of a seemingly
delicious McDonald’s meal. It then shows the winner of the game happily eating McDonalds
while rubbing it in the other’s face. The ad makes no reference to the actual food but rather uses
the athlete’s image to speak for it instead. This was an attempt of McDonalds attempting to
brand itself to basketball culture. It wanted to target people in that culture and give the message
that even these superstars eat McDonalds after their games. It is a brilliant tactic that associates
the brand with a specific culture such as basketball that millions of people can relate to.
Justin Gallegioni
12/10/2012
Comm 169I
Another example of branding would be the recent Carl’s Jr. Advertisements. Carl’s Jr.
has been known to use scantily clad women, such as Kate Upton and Kim Kardashian, to market
their products. Sturken (2009) argues, “in today’s media environment, advertisers and marketers
are compelled to constantly reinvent the ways in which they address and hold the attention of
increasingly jaded consumers, who are always on the verge of turning the page” (p. 265).
Consumers get bored of certain brands and need a new reason to go out and make purchases.
This is exactly why fast food franchises like Carl’s Jr. are thinking outside the box and coming
up with unique ways to market their products. The product basically stays the same, except for a
few minor additions or substitutions. Their main objective is to sell a low quality hamburger
therefore there is no better solution to use a beautiful woman to market such a common product.
Men find the image enticing because they are attracted to the combination of a juicy hamburger
and a beautiful woman all in one. Women probably figure if this woman can eat Carl’s Jr. and
still remain beautiful than there should be no reason they could not do the same.
Even though these advertisements and marketing techniques can be really powerful at
times, it is really the consumer’s decision whether or not they want to buy into them. Everyone
knows fast food is unhealthy and can lead to many different health problems, but it should not be
considered the main reason why people have these health problems. It is a choice to eat fast food
not a requirement. There are plenty of affordable healthy options that can easily take the place of
greasy fast food products.
That is not to say that fast food franchises cannot do their part in helping stop the obesity
epidemic and other major health problems. They can stop targeting their advertisements towards
Justin Gallegioni
12/10/2012
Comm 169I
young people who are not educated to know any better. With the technology we have in today’s
world, franchises have more access to young people through different mediums. Another
solution would be to promote their healthy items just as often as they promote their signature
money making unhealthy items. Every once in a while I see a commercial about a new “healthy”
fast food product however this does not seem to occur frequent enough to make a large impact.
Reducing the obesity epidemic is no easy task and requires everyone to play an equal role.
I enjoyed doing this project with my classmates and now feel much more educated on the
topic. I realize that one person or corporation cannot be put entirely at fault. Fast food franchises
have a right to advertise and promote their service just as consumers have the right to eat
whatever they please. Consumers need to not let these enticing advertisements influence them to
make bad decisions that are detrimental to their health. Eating fast food is acceptable in
moderation; however it can be a problem when people consume it too often. Self-control and
ethical advertising are the two keys to a healthy, happy America.