Americans are spending more on fast foods than on higher education and sports. Purchasing fast foods has been simplified and automated such when a customer wants to buy the meal, all they are required to do is pay as they receive their orders. Indulging in fast foods has become an articulate tradition just like brushing your teeth or observing the traffic lights. Therefore, “the future heralded at Disneyland was one in which every aspect of American life had a corporate sponsor,” has become a reality and a social custom embraced in the American society.
Corporate sponsors have infiltrated and gained a foothold in every American household. For instance, in the 1940s, McDonald’s kick-started the fast food industry with a handful of fast foods but was recognized because of its hamburger, decades later, the fast food industry has sprouted with its effects being felt nationwide. The American society has embraced fast foods as a norm, and they are being served everywhere such as drive-through, cafeterias, and buffer. Americans are contributing millions of dollars to the industry and 2017; the estimated money spent range at 198.9 billion dollars. The Americans have heavily relied on the renowned companies such as McDonald’s, Burger King, and Disney to control and influence their lives (Schlosser).
Walt Disney was the pacesetter for corporate sponsors to infiltrate and influence the American life. According to Schlosser (39), Walt Disney started by appealing to the young generation and succeeded by being the best entertainer for the children. He achieved his success by unraveling the young minds and creating an impression that would influence the older generation. Other companies wanted to make such progress, but they had to possess extraordinary charisma and motivation to get Walt Disney standards. Disney had succeeded in exploring the minds of children and created an impression, which made the network to be famous. Disneyland provided its clients with a feeling they had never experienced; the escape from reality through its utopian fantasies. Disney saw the urge and demand from people; he could not ignore the harsh realities of the present moment. Therefore, Disney started having bigger dreams; Disneyworld where he would unleash the fantasies of people, but they would be strictly controlled.
Disney pioneered the synergy marketing strategy, and during the 1930s, dozens of firms had signed a licensing agreement with Disney, and they were granted the right of utilizing Mickey Mouse in advertising their products. The product advertisements started having Disney characters (Schlosser 40). Disney employed television to ensure the synergy marketing gained popularity and this enabled Mickey Mouse to gain popularity and to surpass what was anticipated. Despite all the success that Disney gathered as an advocate and an incarnation of an American brand, Walt Disney was a masterful salesperson. Disney continued to rely on the revenue generated from Disneyland lessees, which was highlighted by Disney willingness to publish a booklet explaining what the occupants who rented space in Disneyland would gain.
However, as Disney was succeeding and gaining global popularity, McDonald’s was experiencing tough times, and Ray Kroc would only dream of attaining the marketing strategies that Disney implemented. Therefore, Ray Kroc was forced to rely on his wits and instincts about the best approach towards marketing. Ray Kroc dedicated his time and knowledge towards transforming McDonald’s; he believed in McDonald’s and pitched it religiously. Ray Kroc understood that McDonald would be corporate to reckon. Ray Kroc acknowledged the power of publicity and hired a publicity firm to ensure McDonald was featured in the news. Just as Disneyland, McDonald aimed at appealing to the impression of the younger generation.
Initially, McDonald strategized at appealing to the family setting, but Kroc transformed their strategy. The marketing strategy appeared at the right moment when America Baby Boomers generation was rising. After World War II, Kroc knew the best way to start was by providing a safe and clean environment for the American kids. Kroc explained the benefit garnered from advertising to children; every child who loved or got curious about their advertisement would tag along with his or her guardians to the franchise, and this would give McDonald’s two or more clients. While Disney achieved his success and popularity sooner, McDonald’s through Kroc became more prominent. McDonald’s inspired more corporations to imitate its strategies and settings, for instance, Wendy’s and Burger King. McDonald’s company has succeeded, and it is considered as a potent symbol in the American society.
Finally, two decades ago, most corporates would not target their products to children, but right now, even phone companies are aiming their marketing strategies to children (Gill 383). Disney had heralded this marketing strategy of appealing to children, and the corporations have integrated the marketing strategy by studying and understanding the tastes and preferences of children. The objective of targeting children is to make them see the firm the same way adults perceive the company. By learning the children fantasies, corporations have managed to infiltrate American lives because children indulge adults who will purchase the products to avoid being considered as a bad parent.
Gill, David W. “Fast Food Nation: The Dark Side of the All-American Meal by Eric Schlosser.” Gordonconwel, 2001, p. 383. Retrieved from http://www.gordonconwell.edu/ockenga/faith-work/documents/SchlosserE.FastFoodNation.pdf.
Schlosser, Eric. Fast Food Nation: The Dark Side of the All-American Meal. Boston, Mariner Books/Houghton Mifflin Harcourt, 2012, pp. 38-42.