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Fast food advertising seeks to persuade fractured families that the atmosphere of home consumption of food can be fused into fast food outlets as part of popular culture. This synthesis of studies traces the ties of food, family and home to socialization, gender roles, power, identity, convenience, time, work, civility, nutrition, changes in food production and service, parenting, and the popularity of the car.
In order to retain and build consumer audiences of children and families, advertisers of fast food have tried to fuse the fractured family to convince them that the decline and changes in the home consumption of food can be re-created, re-captured, re-claimed and re-produced through commodity, community and popular culture. In the culinary past of the presidency, there was the cherry picker Washington ; Easter eggs Madison ; alcohol Jackson and Grant ; fat Cleveland and Taft ; thin Wilson ; hot dogs served to royalty Franklin Roosevelt ; barbecue Lyndon Johnson ; meatloaf Nixon ; jelly beans Reagan ; Clinton at McDonalds; plus the first Bush who bashed broccoli and the second Bush who nearly choked on pretzels long after Garfield sipped squirrel soup [ 3 ].
Food ads have been found to affect taste preferences of children as young as two when marketers get them to recognize their brands and logos and link them to unhealthful diets [ 7 ]. Targeted advertising has also created children as meat-eaters [ 8 ]. Food has been a vehicle for expressing friendship, for smoothing social intercourse, and a universal medium for expressing sociability and hospitality [ 17 ]. Food connects us to the outside world and helps us understand it.
Indeed, language itself may have originated when mouths opened for food in a shared act of the primitive family. Meals at the dinner table strengthen and maintain family solidarity and socialization [ 19 ]; and aid in the re-constitution of marriages after divorce [ 20 ].
Families eating together at home promote unity, affection, selfexpression, discipline, emotional health, and nutritional eating habits. Parents talking to children at mealtime can improve their vocabulary [ 23 ]. It is a place for drawing boundaries and identities for age, gender, home design and layout; a place to socialize and civilize children; to exchange intimate conversations and confidences, to mark seasons, festivals, childhood memories and the rites of passage [ 15 ].
Massive social, economic and technological forces are changing families. There have also been changes in food production, processing, storage, distribution, packaging and marketing.
More liberated women work outside the home, where they used to prepare most meals. Males have less power and presence in the home and often work two jobs at odd shifts. Long commutes mean little time to prepare meals for unsupervised children whose conflicting schedules discourage a common time and place to eat. One in three kids cooks their own meals.
Fast food is also popular with single and older adults who also tend to eat sporadic and unscheduled meals alone [ 27 ]. Other patterns changing family meals are frozen food, microwaves, and TV dinners, which reduce family interaction, while they watch TV commercials that advertise fast food.
Other factors include dispersed sites of home and work; and cars to get there and in which to drive to find and eat fast food. Instead, we eat when and where we want, alone, with strangers, on the street, on a plane. Our increasing reliance on prepared foods coincides with a diminished inclination or capacity to cook, which in turn, only further separates us--physically and emotionally-- from what we eat and where it comes from.
The Brady Bunch and Waltons at mealtime were popular. New realities in home and family have not stopped advertising , marketing and mass media from manipulating nostalgic and romantic images of the family to create a desire for corporate commodities sold and bought for their image and convenience, but not necessarily for their nutritional value.
Fast food outlets cash in on the angst over the decline of the family by connecting private emotions with products representing idealized family relations. As the market moves into the family, the family moves into the market. They can eat fast, with no need to dress up, plan or have manners; and they can enjoy playgrounds, pens and clowns which distract them from parents.
Fast food extends the commercial culture into a previously private and family area via popular culture that reflects and reinforces cultural themes [ 31 ].
Psychology and nutrition are related. Digestion begins in the mind before food is eaten. The appetite is in the eye which sees food, room furnishings, tableware and rituals of service [ 33 ]. Food is a commodity with emotional and cultural values.
There must be a reason, besides price and convenience, for consumers. Even in the home today, food, family and communication are linked by ads. Food advertisements re-create an image of this past with affectionate mothers preparing food for their children being trained for civility and good health around the family dinner table.
Ads create emotional pleasures not necessarily related to food texture or nutrition, and indulgent hedonism which do not encourage asceticism [ 34 ]. Nostalgic family images are strongly upfront in TV commercials: It is a place where love can be re-experienced, or reborn, and where experiences can be renewed. It is marketed directly to children, who in turn market to their parents.
In addition, researchers have found that almost 75 percent of the food eaten on prime time TV shows is junk food eaten between meals, and rarely do people on TV sit down and eat as a family [ 47 ].
Some food producers pressure schools to advertise and consume their coin-machine products [ 15 ]. Research indicates parents yield to children on food choices. Mothers and children in low income families also tend to be more positive and less critical of TV advertising [ 49 ].
Others have calculated and competed for family niches with targeted ads, especially children. Fast food success belongs to those who are able to change and adapt [ 52 ]. Ads have been sensitive to schedules and routines of the younger consumers, their eating behaviors, and their desire to be freed from adult tastes and manners.
It showed how Burger King looks, cooks, and hooks children. Much of the kitchen is open for viewing so those waiting in line can see flames flickering in the broiler. The corporation found that customers would eat there more often if they had a more pleasant environment, a stress-free experience, less crowds, tables not bolted to the floor, and easier to read menus [ 59 ]. The corporation had revised its menu boards to reflect different price groups and had tried to shift upscale with dinner baskets and table service [ 51 ].
The culture and entertainment of family and children has been as crucial as the consumption of its food and nutrition. Fast food restaurants are a kind of church, whose decor, menu, and conversation between counter-clerk and customer are so unvaried and dependable as to have become a kind of comforting ritual, according to anthropologist Conrad Kottak [ 18 ].
As for charges its food was plastic and processed, the corporation responded saying its food was prepared with the same loving care of trusted mothers or for children at home with families [ 34 ]. When a drink was held up to her mouth, she emitted a drinking sound; when a hamburger was held up to her mouth, she took a bite [ 40 ]. Eating habits and manners have moved from home to the fast food restaurant. In another pre-teen demographic parental persuasion, the tables were turned at a family gathering with kids sitting at the adult table and grown-ups squeezed around a rickety card table [ 40 ].
By , ads were being adjusted to daytime car driving [ 72 ] and later outdoor billboard ads were used. They sponsored cable shows, developed programs and conducted contests. Cable sales staffs worked with programmers to accommodate sponsors. Use of the movies as a market medium has had a strong family emphasis. They served meals on Beethoven tray liners and featured the movie on the cover of its 4. Safety and security are highly problematic in American public life, especially in dense and fixed congregations like fast food eating sites, where crime has increased and endangered lives of young workers as well as customers [ 79 ].
The demise of civility, once learned at dining tables in the 19th Century, has been linked to public violence by brutes and barbarians who feed and eat, while only the cultured dine [ 25 ]. The commercial commodification of food has been blamed for the breakdown of family and community. Will the nation that feeds the people control the people? Fast food enterprises have profited by re-creating images for family and social change, but public violence hints all is not so well as the fantasies suggest.
Like families, local and small towns have also been enveloped by the nationalized franchises, affecting their traffic, socialization, eating and nutritional habits [ 87 ].
The young will likely be served first in the futurefaster and freer, with flexible food folkways and family re-defined. More and faster food will be available and convenient in airports, sports stadia, hospitals, military bases, food courts, convenience stores and toy shops [ 40 , 90 ].
Family meals were ideals and myths of the past, it is argued. Mealtime was divisive; women were servants and waitresses, rather than fellow diners, and the upper classes seldom ate as a family while the poor often had no tables [ 97 ]. As for the uncivil superficiality of eating out, it is argued that it is not a passive, predictable and homogeneous experience [ 98 ]. As newly-defined families emerge in a post-modern, non-sexist home with less patriarchial power over dinner-time discipline, critics of capitalist commodification hope for a more educated and emancipated consumer in new generations.
Already, many youth join vegetarians and animal rights activists to protest and boycott fast food exploitation of the natural environment, pesticides, additives, preservatives and growth hormones. Some are enthusiastic about food and farm collectives, resent institutional junk food franchises, and challenge impractical, authoritarian eating schedules, menus, etiquette and eating styles.
Greater democratic food choice may affect food standardization and popularize local flavors and tastes like ethnic foods. If billions of burgers are not sold in Belgium and Beijing or in the Muslim world, both the commodity and community of fast food could face a skeptical re-examination and perhaps a second look at the communal production, preparation and sharing of food as a cultural and communication experience.
An earlier version and portions of this paper were presented to the International Communication Association in New Orleans in May J Mass Communicat Journalism 8: This is an open-access article distributed under the terms of the Creative Commons Attribution License, which permits unrestricted use, distribution, and reproduction in any medium, provided the original author and source are credited.
Select your language of interest to view the total content in your interested language. Guidelines Upcoming Special Issues. Feb 15, Abstract Fast food advertising seeks to persuade fractured families that the atmosphere of home consumption of food can be fused into fast food outlets as part of popular culture.
Fast food; Families; Advertising; Culture. Carney GO Fast food, stock cars, and rock'n'roll: Pollan M Food democracy: Teinowitz I Study prompts calls for food ad reform.
The Child as Advertising Target1. The Journal of Popular Culture Fishwick M Introduction: The world of Ronald McDonald. Bowling Green University Popular Press. Caarstensen LW The burger kingdom: Ritzer G The McDonaldization of society. Food in literature and culture.
Montanari M The culture of food. Bell D, Valentine G Consuming geographies:
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