Ronald McDonald isn’t just a representation of the brand- he is the brand. 96% of children recognize him, and since brand recognition begins at two years old, taste perceptions are also formed early. In a study where children were given the same food but one was unlabeled and one was in McDonald’s packaging, the children overwhelmingly liked the McDonald’s better even though there was no difference. For adults, it’s marketed in a way that shows these corporations are doing good deeds (like the Ronald McDonald House). None of the advertising roots out of actually having healthy food, which is a problem. Possibly the only solution is to change marketing, but this is difficult due to so many different factors that it is nearly impossible at this time.
http://eatlocalgrown.com/article/13057-it-s-time-for-ronald-mcdonald-to-hang-up-the-red-wig.html?c=tca
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