On Fast Food Marketing Essay

2009 words - 8 pages

In the United States there has been an expanding issue of obesity since the 1990's; and only until now with the growing trend of gym memberships for personal fitness has the epidemic been mitigated. The wide availability of fast food and second kitchens has led to high obesity rates. However, the availability is only the product of intense consumer demands. Fast food manufacturers would only supply ridiculously unhealthy food if and only if the consumers had a high demand for such garbage. As was seen in the 1920's when alcohol was banned in the United States due to violence arising from alcoholics – the people that wanted alcohol still found ways to attain alcohol through the black market, the underground liquor market led my Al Capone. People are born free and thus behave free, a person's desires are ultimately innate, and fast food manufacturers only attempt to satisfy the implacable desire for fast food – not force the consumer into eating fast food or even buying it. Fast food manufacturers only sell the food, not shove it down people's throats; thus, fast-food chains and food manufacturers should bear no blame for the country's weight problem. There is much controversy however, the preface to “Does Advertising Exploit Children?” predicts that “banning fast-food commercials could trim down the number of overweight American children by 18 percent” (“Preface to...”). This statistic is only a prediction, and 18 percent does not sound promising. There is however a promising solution that requires Governmental assist; the article “We need a Fat Tax” advises that “The Government should implement a graduated tax system on foods high in fat to counteract the obesity epidemic” (Karlin). The suggestion is based on the premise that the higher a product costs, the less of a demand it has. Fast food marketers use many strategies in designing their advertisements such as dress, props, language, and character to expose their available products.
To begin, an effective tool that fast food marketers use to attempt to lure in possible consumers is the use of characters. Character differs from dress in that character is specific to a person's attributes and acknowledgments. In two Carl's Jr. ads an attractive female character is featured. Kim Kardashian is presented with a salad, and seductive clothing while on a bed. Kardashian is an actress, model, and a recording artist; she's even had a sex tape. Traits such as these made Kardashian the most qualified individual to be presented with a Carl's Jr. salad. Padma Lakshmi is also an actress and a model, which gives her a marketable image. Both models are physically fit; physically attractive women have rigorous meal plans and intense workout sessions. The salad ad from Carl's Jr. with Kardashian implies that to be as fit as Kim Kardashian this is the salad that should be consumed. While the Bacon cheese Burger with Lakshmi suggests that one can still maintain a fit body and devour the Western Bacon...

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