McDonald, unethical marketing?
McDonald is the largest leading multinational fast food restaurant with more than 33000 food chains worldwide in 119 countries, serving 68 millions of customers daily. Despite
McDonald’s prevalent brand name under globalization, many of its marketing strategies are come into question in terms of ethnicity. In the following essay, some of those unethical issues of McDonald being criticized will be analyzed based on the values-oriented framework, which refers to the AMA Statement of Ethics and ICC International Code of Advertising Practice. Successful marketing could seize the opportunity according to the need of the public, giving people what they want while maintaining profitable. In response to the changing customer tastes towards a healthier life style, McDonald has provided healthier and low calories options like salads and fruit. It also offered larger variety of nutritious food in
Happy Meals. (G.M. Cheeseman, 2011) All these are the marketing strategies McDonald adopted in order to establish a health-friendly brand image.
According to the AMA Statement of Ethics, marketers should embrace ethical values like honesty, fairness, responsibility and transparency. For honesty and fairness, McDonald does not offer food of nutritious value as it claims in its advertisement. Deceptive advertising strategy is used to depict that its food is healthy for daily consumption. In spite of McDonald’s willingness to disclose the nutrition information of its food, the customers will never be acknowledged of the use of additives, preservatives and chemical value added to the food, which may adversely affect our health upon over-consumption.
For instance, it had been discovered that chemical ingredients like preservative TBHQ is contained in McDonald’s nuggets. (CNN Health, 2010) Transparency is undoubtedly violated given that McDonald’s intention of
McDonald’s prevalent brand name under globalization, many of its marketing strategies are come into question in terms of ethnicity. In the following essay, some of those unethical issues of McDonald being criticized will be analyzed based on the values-oriented framework, which refers to the AMA Statement of Ethics and ICC International Code of Advertising Practice. Successful marketing could seize the opportunity according to the need of the public, giving people what they want while maintaining profitable. In response to the changing customer tastes towards a healthier life style, McDonald has provided healthier and low calories options like salads and fruit. It also offered larger variety of nutritious food in
Happy Meals. (G.M. Cheeseman, 2011) All these are the marketing strategies McDonald adopted in order to establish a health-friendly brand image.
According to the AMA Statement of Ethics, marketers should embrace ethical values like honesty, fairness, responsibility and transparency. For honesty and fairness, McDonald does not offer food of nutritious value as it claims in its advertisement. Deceptive advertising strategy is used to depict that its food is healthy for daily consumption. In spite of McDonald’s willingness to disclose the nutrition information of its food, the customers will never be acknowledged of the use of additives, preservatives and chemical value added to the food, which may adversely affect our health upon over-consumption.
For instance, it had been discovered that chemical ingredients like preservative TBHQ is contained in McDonald’s nuggets. (CNN Health, 2010) Transparency is undoubtedly violated given that McDonald’s intention of