There Are Ethical Issues And Potential Ramifications To Cons

There Are Ethical Issues And Potential Ramifications To Consider In Ma

There are ethical issues and potential ramifications to consider in marketing, when unhealthy products (or those that would be unhealthy when consumed in excess) are sold. Examples could include some of the advertising used for sodas and sugary drinks, alcoholic beverages, tobacco products, and high-calorie "junk food." A particularly sensitive topic is the issue of marketing to children. Think about how perceptions of "healthy," what business practices are socially acceptable, and where responsibilities lie have changed over time. Respond to the following: Ronald McDonald has been a staple in advertising McDonald's fast food restaurants since the 1960s. What ethical issues do you see in using Ronald McDonald or McDonald's new mascot, Happy, to market to children? Is it ethical to use either Ronald or Happy in McDonald's charitable efforts? What issues concern you? Should McDonald's and other food sellers do more to make their menus healthy? What changes do you think should be made to try and resolve some of these issues, and how would you go about implementing them? Be sure to cite appropriately from your reading/research in your post and responses.

Paper For Above instruction

Marketing strategies targeting children, especially by promoting unhealthy foods through recognizable mascots like Ronald McDonald and the newer mascot, Happy, raise significant ethical concerns. From a moral standpoint, marketing to children presents a unique challenge because children are impressionable and lack the capacity for fully understanding the persuasive intent behind advertising. Consequently, the use of familiar characters such as Ronald McDonald exploits children's naivety and trust, influencing their food preferences and consumption habits (Bakir & Vitell, 2010). This practice can contribute to the rising rates of childhood obesity and related health issues, accentuating the ethical dilemma for corporations like McDonald's.

Ronald McDonald, introduced in the 1960s, has become an iconic figure associated with McDonald's brand, often used to attract young customers. From an ethical perspective, utilizing such a mascot to promote fast food may be viewed as marketing that encourages unhealthy eating habits among children. Particularly problematic is how marketing leverages emotional appeal and familiarity to influence children's food choices, potentially undermining their ability to make health-conscious decisions (Bakir & Vitell, 2010). In recent years, McDonald's has revamped its image, reducing the prominence of Ronald McDonald and trying to shift towards more health-conscious branding, recognizing some of the ethical concerns involved (Beaubien, 2011).

Regarding McDonald's charitable efforts, such as Ronald McDonald House Charities, the ethical question centers on whether leveraging a brand mascot involved in promoting unhealthy food creates a conflict of interest. On one hand, these charitable activities do positive work by supporting children and families in need; on the other hand, they might implicitly endorse the brand and its products, which are often unhealthy. This duality might lead to questions about whether such marketing practices genuinely prioritize children’s wellbeing or serve primarily corporate interests.

Many critics argue that corporations like McDonald's should do more to reform their menu offerings to prioritize health. Instead of merely reducing the marketing of unhealthy foods to children, these companies should proactively develop and promote healthier menu options. Implementing reformulations of popular items to lower sugar, fat, and sodium content, along with transparent nutritional information, would be positive steps. Furthermore, marketing practices should align more closely with ethical standards that prioritize children's health, possibly by avoiding the use of mascots and characters in advertising that promotes unhealthy foods (Bakir & Vitell, 2010).

To address these issues effectively, a multi-faceted approach is necessary. Regulatory measures, such as restricting advertising of unhealthy foods during children's television programming, could limit exposure. Corporate responsibility should also play a role—McDonald's and similar entities could establish guidelines that promote responsible marketing and menu reformulations. Educational programs aimed at parents and children about healthy eating can complement these efforts. Implementation requires collaboration among policymakers, health organizations, and the food industry to set standards and monitor compliance, ensuring that marketing practices do not exploit children's vulnerability while promoting healthier choices.

In conclusion, marketing to children with mascots like Ronald McDonald or Happy involves significant ethical concerns, especially given the impact on children's health and development. While charitable undertakings can provide positive benefits, they should not overshadow the responsibility to promote healthier eating habits actively. As society's understanding of nutrition and ethics evolves, corporations like McDonald's must adapt to prioritize children's wellbeing by reforming their marketing practices and menu offerings, fostering a healthier environment for future generations.

References

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• Beaubien, G. (2011). Ronald McDonald's role reduced in image revamp. Public Relations Strategist, 17(1), 27.
• Harris, J. L., Bargh, J. A., & Brownell, K. D. (2009). Priming effects of television food advertising on eating behavior. Health Psychology, 28(4), 404–413. https://doi.org/10.1037/a0014399
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