Day 299 - 13 Nov 96 - Page 18


     
     1        to those characters and thereby exploit their emotions.
     2        And that was actually supposed to be against the ITC's,
     3        Independent Television Commission's advertising code, but
     4        obviously it appeared that they were only enforcing the
     5        letter rather than the spirit of that code.
     6
     7        She said that sections of the operations manual appeared to
     8        be a direct exhortation to managers to use children's
     9        emotions and particularly their love for ronald mcdonald to
    10        bring them into the store, which she said she did not
    11        consider was ethical.  Obviously, neither do we.
    12
    13        She also criticised McDonald's misleading attempts to
    14        associate its products with health and fitness and sport,
    15        and she was also concerned about the underlying promotional
    16        message in McDonald's links with schools, dentists, et
    17        cetera, and in their increasing sponsorship activity.  She
    18        said that whilst it appeared to be altruistic, it was
    19        advertising in a covert way.  Obviously, we would agree
    20        with all of that.  The first part relates to McDonald's
    21        promotion of their food as something good, as nutritious
    22        and healthy, whereas the reality is the opposite.
    23
    24        Just on the subject of so-called charitable activities,
    25        Mr. Fairgrieve was asked about the provision of free or
    26        cheap orange squash for local events such as school fetes,
    27        which the company portrays as a community-minded gesture.
    28        We say that the corporation's operations manual reveals the
    29        true purpose of this orange bowl programme.  The operations
    30        manual states that the orange bowl programme builds
    31        goodwill.
    32
    33        It goes on to say that if your orange bowl does not have a
    34        McDonald's logo and your restaurant address on it, then you
    35        are losing the opportunities to market your store.  It also
    36        says:  Do not miss any opportunity to publicise the
    37        donation of the orange bowl by McDonald's.  It is clear
    38        that this is an advertising technique used by the company
    39        and a large part of or -- well, I mean, the operations
    40        manual is specifically referring to school fetes, so a
    41        large part of that would be advertising to children.
    42
    43        Mr. Fairgrieve actually stated that the orange bowl
    44        programme inherently creates publicity, that if you have
    45        200 people at a local fete and they see McDonald's helping
    46        at the local fete, that is inherent publicity.
    47
    48        Also, in the operations manual was the statement that much
    49        of what we, i.e., McDonald's, do in our community should be
    50        recognised.  To increase the awareness of McDonald's
    51        community activities, the media is an important resource.
    52        Contact the media when sponsoring school programmes,
    53        fund-raising or other community events.  And that again is
    54        a clear indication of the true purpose of these so-called
    55        charitable activities.
    56
    57        Also, in terms of going into schools, Mr. Fairgrieve was
    58        asked about the section in the McDonald's UK annual review
    59        which was entitled "Growing up Together", and it stated
    60        that McDonald's involvement with schools in the past has

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