Fast Food Nation - Eric Schlosser [172]
“If they were drowning to death”: Quoted in Penny Moser, “The McDonald’s Mystique,” Fortune, July 4, 1988.
42 park, tentatively called Western World: For Kroc’s amusement park schemes, see Love, Behind the Arches, pp. 411–13.
43 “the decade of the child consumer”: McNeal, Kids as Customers, p. 6.
as early as the age of two: Cited in “Brand Aware,” Children’s Business, June 2000.
children often recognize a brand logo: See “Brand Consciousness,” IFF on Kids: Kid Focus, no. 3.
a 1991 study… found: Paul Fischer et al., “Brand Logo Recognition by Children Aged 3 to 6 Years: Mickey Mouse and Old Joe the Camel,” Journal of the American Medical Association, December 11, 1991.
43 Another study found: See Judann Dagnoli, “JAMA Lights New Fire Under Camel’s Ads,” Advertising Age, December 16,1991.
the CME KidCom Ad Traction Study II: Cited in “Market Research Ages 6–17: Talking Chihuahua Strikes Chord with Kids,” Selling to Kids, February 3, 1999.
“It’s not just getting kids to whine”: Quoted in “Market Research: The Old Nagging Game Can Pay off for Marketers,” Selling to Kids, April 15, 1998.
Vance Packard described children as “surrogate salesmen”: See Boas and Chain, Big Mac, p. 127; Vance Packard, The Hidden Persuaders (New York: D. McKay, 1957), pp. 158–61.
44 “children’s requesting styles and appeals”: McNeal, Kids as Customers, pp. 72–75. “Kid Kustomers”: Ibid., p. 4.
“The key is getting children to see a firm”: Ibid., p. 98.
learn about their tastes: For a sense of the techniques now being used by marketers, see Tom McGee, “Getting Inside Kids’ Heads,” American Demographics, January 1997.
45 roughly 80 percent of children’s dreams: Cited in Acuff, What Kids Buy and Why, pp. 45–46.
“Marketing messages sent through a club”: McNeal, Kids As Customers, p. 175.
increased the sales of children’s meals: Cited in Karen Benezra, “Keeping Burger King on a Roll,” Brandweek, January 15, 1996.
a federal investigation of Web sites aimed at children: Cited in “Children’s Online Privacy Proposed Rule Issued by FTC,” press release, Federal Trade Commission, April 20, 1999.
“the ultimate authority in everything”: Quoted in “Is Your Kid Caught Up in the Web?” Consumer Reports, May 1997.
The site encouraged kids: See Matthew McAllester, “Life in Cyberspace: What’s McDonald’s Doing with Kids’ E-mail Responses?” Newsday, July 20, 1997.
46 “They cannot protect themselves”: Quoted in Linda E. Demkovich, “Pulling the Sweet Tooth of Children’s TV Advertising,” National Journal, January 7, 1978.
“We are delighted by the FTC’s reasonable recommendation”: Quoted in A. O. Sulzberger, Jr., “FTC Staff Urges End to Child-TV Ad Study,” New York Times, April 3, 1981.
about 80 percent of all television viewing by kids: Cited in Steve McClellan and Richard Tedesco, “Children’s TV Market May Be Played Out,” Broadcasting & Cable, March 1, 1999.
about twenty-one hours a week: Cited in “Policy Statement: Media Education,” American Academy of Pediatrics, August 1999.
more time watching television than doing: Cited in “Policy Statement: Children, Adolescents, and Television,” American Academy of Pediatrics, October 1995.
more than thirty thousand TV commercials: Cited in Mary C. Martin, “Children’s Understanding of the Intent of Advertising: A Meta-Analysis,” Journal of Public Policy & Marketing, Fall 1997
one-quarter of American children: Cited in Lisa Jennings, “Baby, Hand Me the Remote,” Scripps Howard News Service, October 13, 1999.
47 annually spend about $3 billion on television: Interview with Lynn Fava, Competitive Media Reporting.
47 now operates more than eight thousand playgrounds… Burger King has more than two thousand: Cited in “Fast Food and Playgrounds: A Natural Combination,” promotional material, Playlandservices, Inc.
“Playlands bring in children”: Ibid.
about 90 percent of American children: Cited in Rod Taylor, “The Beanie Factor,” Brandweek, June 16, 1997.
“But when it gets down