Want Your Kids To Eat? Wrap It With The Golden Arches!
Posted: Wednesday, August 08, 2007
by Stephany Springer
We have known for years the power of the Golden Arches on Kids. My kids can spot them 20 miles out and we don't even go there. Now research proves it-preschoolers said anything made by McDonalds taste better. A study that in essence proved how advertising can trick even the so-called "pickiest" tastebuds.
The Stanford University study said it was remarkable how children so young were already so influenced by advertising. Even carrots, milk and apple juice tasted better to the kids when they were wrapped in the McDonalds packaging.
The study included three McDonald’s menu items — hamburgers, chicken nuggets and french fries — and store-bought milk or juice and carrots. Children got two identical samples of each food on a tray, one in McDonald’s wrappers or cups and the other in plain, unmarked packaging. The kids were asked if they tasted the same or if one was better. Some children didn’t taste all the foods.
McDonald’s-labeled samples were the clear favorites. French fries were the biggest winner; almost 77 percent said the labeled fries tasted best while only 13 percent preferred the others. Fifty-four percent preferred McDonald’s-wrapped carrots versus 23 percent who liked the plain-wrapped sample. Fewer than one-fourth of the children said both samples of all foods tasted the same.
The study was in August’s Archives of Pediatrics & Adolescent Medicine, was funded by Stanford and the Robert Wood Johnson Foundation.
I believe this just is the icing on the cake. We have known or seen the effects of advertising on kids for years. My kids ask for something daily if I leave Dora on too long. They can tell me what moon sand is, the latest 19.99 gadget for sale as well as what shows are coming up.
My two year old will scream when she sees a High School musical item and we started having Disney on to cut down on the advertisements. I know they say it is the parents responsibility to control the effects of advertising. The problem is that would include cutting them off from society entirely. They can't grasp that things are even advertisements or branding until they are much older anyhow. My son who is just now entering first grade is just now starting to realize what an ad is and even then he doesn't get it.
One last thought, my son's ready for kindergarten checklist he received last year had recognizing the golden arches as McDonalds on it. Some requirement. :) The good news-now I know what to do get my kids to eat their vegetables!
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Top-level comments on this article: (1 total)This is fascinating. We don't have that problem in the UK. The Golden arches advertising that is! I think if we start teaching our children young enough, we can weald the most influence. We just need to recognise the power of it ourselves and get in first! I have taught my children about healthy eating and what certain foods do for their bodies etc. They are only 3 and 5 and yet they understand. I do it in a very child friendly and fun way. They asked me if MaCD's was healthy food recently. I told them it was not 'bad' for them if eaten in moderation, but that it was not particularly beneficial either. I also gave them fruit and veg as children while informing them..they were 'treats'. So they do associate fruit and carrots now as treats. They thus get lots of 'teats'! They are nagging me now for fruit. I steer away from referring to random trips to MacD's as a 'treat'. The language we use very much influences kids decision making too. Now my daughter is a little older I have begun telling her about harmful ingredients such as aspartame. I did so as she was asking me why I was reading the packaging when shopping. This is the best time to impart this type of information- when they ask for it. I don't expect her to check packaging till she's adult, but she is aware of the need to do so and that is enough. If eating healthily is a way of life, they will adopt it as a 'habit' the way they adopt hygeine and dressing and all other routine things.Thanks for commenting! It is interesting to see what it is like overseas. Unfortunately, here kids see the golden arches everywhere including on PBS (public Broadcasting System‚ so I guess it gets inbred in them. We never eat there, but yet my kids have been brainwashed to know that they want to. Thanks so much for sharing!
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