FAST FOOD ADVERTISING. Fast Food Industry History. Quickly prepared food from small stalls and limited-seating restaurants dates back to ancient times White Castle, established in 1921, is considered to be the first fast food chain
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FAST FOOD ADVERTISING
(up from $6 billion in 1970)
(5% increase over 2005)
Amid criticism and controversy over the nutritional value of their products, fast food advertising attempts to appeal to latent but powerful human desires and needs
General demographic focus of ads:
Various techniques and appeals are employed based on the target audience of the particular advertisement
Fast food ads utilize varied methods to attract the attention and manipulate the desires of children
Target Audience: Toddlers – Young teens
• The commercial features 3 young teen boys sitting at a pizza parlor. Indicating that this commercial best fit for younger audiences.
• Miss Piggy is the main character in this commercial. She is imitating Jessica Simpson’s previous ad for Pizza Hut.
• The 3 boys at the restaurant table deflects the pizza that was tossed over by Miss Piggy. In a previous commercial with Jessica Simpson, she tossed the pizza bites right into their mouths.
• Miss Piggy is part of the very popular Muppet show and is recognizable by people of all ages.
Conclusion: This is a youthful commercial with a blend of upbeat music and a celebrity most children can recognize.
Need for sex: This is a pre-teen commercial which features Miss Piggy, but it also pararells the Jessica Simpson commercial. Children will compare the two commercials and also see the sex appeal of Jessica Simpson in the other ad. Hence, the pre-teens are getting a taste of what advertisers have in store for them in the future.
Need for Aesthetic sensation: The kids are in a dimly lit pizza parlor, and Miss Piggy’s bright red dress is the main focus of the ad. The sound of little pizza bites being shot from across the room is impossible in real life, but in this commercial it greatly appeals to children’s imaginations.
Style: Humor • Miss Piggy is the main character in this commercial. She is imitating Jessica Simpson’s previous ad for Pizza Hut. • The 3 boys at the restaurant table deflects the pizza that was tossed over by Miss Piggy. In a previous commercial with Jessica Simpson, she tossed the pizza bites right into their mouths.
Style: Use of Celebrity• Miss Piggy is part of the very popular Muppet show and is recognizable by people of all ages.
Teen-focused fast food advertising emphasizes characteristics that youth aspire to:
The ads target these and other qualities important
Teen-focused ads frequently portray groups of friends, sporting teams, and other group activities
Many ads are based on popular trends in music, fashion, and language; celebrities are often used, and are appearing more frequently
The use of sexual themes in fast food ads aimed at the adolescent market is on the increase
Basic appeals employed:
Fast food advertisers face a tougher target in the adult market, but adjust their appeals accordingly
In response to criticism, fast food ads increasingly attempt to portray their products as a healthy choice
By portraying subjects in their 30s displaying youthful qualities, fast food ads target the desire to feel young
Adult-focused fast food ads frequently employ the use of the “happy family” scenario, implying that their brand and products will contribute to a healthy, happy relationship between children and their parents
In recent years a variety of popular influences have led to negative publicity for fast food companies and their products
Presents a scathing indictment of the fast food industry in the United States.
Documents the physical and psychological effects of eating only McDonald's fast food, three times a day, every day, for thirty days.
Public reports have declared child and adult obesity a “national epidemic” and have stressed fast food’s role in the problem
Ads are increasingly depicting fast food as part of an active, healthy lifestyle.
These items are deceptive: McDonald’s popular “Crispy Chicken Bacon Ranch Salad” w/dressing contains 510 calories (55% from 31g fat), 1670mg of sodium, and has meat and toppings fried in dangerous hydrogenated oils.
Ads increasingly avoid showing subjects actually eating the products, and in many cases, do not even show the products themselves, but instead focus on reinforcing brand image and awareness.
In a fiercely competitive arena where brand recognition and loyalty rules, advertising is the life’s blood of the fast food industry.
Tenaciously pursuing cradle-to-grave brand loyalty, fast food companies have not only succeeded in making a big industry truly massive, but they have also drawn fire from critics of their tactics, and unwanted attention from public health concerns.
Commanding massive promotional budgets, and always adapting to public sentiments and moods, fast food advertising will continue to be a force to be reckoned with.