With Walt Disney’s optimistic view of the future and Ray Kroc’s failure to be a salesman, there was a huge human sensation created.
This was the view expressed by Eric Schlosser, author of the best-selling book “Fast Food Nation,” who presented a speech on Feb. 7 at Cal State Bakersfield’s Dore Theater, sponsored by the Kern County Library Foundation and hosted by the Cal State Bakersfield’s Kegley Institute of Ethics.
“Personal responsibility, parental responsibility. and corporate responsibility” are three things to look out for when it came to eating fast food, according to Schlosser. The moral of the speech was that “this fast cheap food is expensive, and our children should not pay the ultimate price.”
“I want to discuss things that are important but not discussed,” said Schlosser. “The important impact on the American children. Why market children and what they market to children?”
According to Schlosser, Kroc said publicly that “a child who loves your product and brings their grandparents, it brings two more customers.” Since children don’t have any money, they have to ask their parents to buy them what they desire. Parental responsibility was enforced by Schlosser because children are targeted to make a profit.
“Walt Disney created the ‘Happiest Place on Earth,’ and because Disney knew Kroc, Kroc was inspired to create a Happy Meal,” said Schlosser. More children would buy the Happy Meal to get the toy and make a profit.
In 1950, the adult drinks were 11 ounces but today’s child cup is 20 ounces. “McDonalds was growing and going nationwide, so new things had to be invented to make more money,” said Schlosser.
According to Schlosser, Ronald McDonald is the second most recognized children’s fiction character; Santa Claus is number one.
“The story begins in an innocent way, but it becomes a profit tool,” said Schlosser. In Washington, D.C., Bozo the Clown visited a McDonalds, and it was meant to bring entertainment to the children. “Later on, Bozo was canceled, and the company made Ronald McDonald,” said Schlosser. “Because many children came, the sensation went nationwide.”
McDonalds’ Play Place and Play Land were created to have children play. “Now you see pop stars, game characters, mascots and sport stars in McDonalds’ commercials to aim at children,” said Schlosser. Twenty-thousand ads are made for children each year. Due to the high number of commercials, 90 percent of children would visit a McDonalds at least once a month, according to Schlosser.
He also mentioned that in 1990, McDonalds began to sell food in elementary schools because parents were not present to say no to the food.
“This food is high on salt, sugar, fat and calories. It’s low on carbohydrates and fiber,” said Schlosser. “Coffins are being super sized.”
During the last segment of the speech, Schlosser said that he “would rather have schools sell Abercrombie & Fitch or some sort of shopping mall. But don’t give unhealthy stuff to kids, like soda.”
According to Schlosser, there is an 85 percent chance children from ages five through eight will develop heart and health diseases.
Schlosser mentioned personal responsibility because an individual has to choose whether or not to buy and encourage people to eat at fast-food restaurants. Parental responsibility was mentioned because Schlosser believes parents need to make sure that their children don’t eat at fast-food restaurants.
His thoughts on corporate responsibility as it pertains to the fast-food industry were announced at the end of the speech. “No more brainwashing children. No more marketing to children,” said Schlosser. “Things advertised should not harm children.”
Schlosser suggested that there needs to be healthier food in school cafeterias and extended physical education programs.
“If you can’t pronounce the ingredients of the food or pick something out from your biology experiment, I suggest you don’t eat it,” Schlosser said as the crowd chuckled.
“There are 1,000 or more different kinds of cattle in today’s patty.”