Yet Another Reason Why Civilization Is Doomed
You see correctly: McDonald's sponsored Report Cards.
According to Ad Age:
"McDonald's has found a nifty way to reach kids even as TV ad options toward the demographic shrink: Advertise on report cards. The Golden Arches picked up the $1,600 cost of printing report-card jackets for the 2007-2008 school year in Seminole County, Fla., in exchange for a Happy Meal coupon on the card's cover. With 27,000 elementary school kids taking their report-card jackets home to be signed three or four times a year, that's less than 2 cents per impression. Children who earn all A's and B's, have two or fewer absences or exhibit good behavior are entitled to a free happy meal at a local McDonald's -- so long as they present their report card."
This is dastardly on so many levels.
posted by debbie millman at 12/06/2007 09:27:00 AM
2 Comments:
It's no secret McD's needs to get 'new users' and hook 'em while they're young — they've been doing that for years. In fact, McDonald's is one of the nations largest distributors of toys, and the largest operator of playgrounds. I believe there was a line in Fast Food Nation where Schlosser remarkes "Playgrounds bring in kids, who bring in parents, who bring in money".
But I agree, this is going overboard a bit — there is no reason for any corporate logos to appear on a report card, except perhaps the paper company. Someone send a wire to Naomi Klein.
And for the record, criteria No. 3 should read "2 or FEWER absences". Oh, the irony.
Hey Debbie. I agree. Civilization is Doomed, and if so is the case, let's waste a bit of time on this since the piece really made me laugh…
#1 The irony of having an apple (fruit, nutritious, healthy) as the logo for the Seminole County Schools, yet we have Mc Donald's (none fruit, un-nutritious and not healthy) sponsoring them.
#2 The writing is genius. Work, earn good grades, check if you had good grades and come enjoy a free Happy Meal. (As if free items translates to happiness)
#3 I loved that in the three McDonald's qualifying categories to win a prize there is no mention of sports execution.
Anyway... you get the point... this report card is like if it belongs to the twilight zone... lol
get the sarcastic tone
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