An Ethical Dilemma Essay

There exists a strong link between the instruction and pace of behavior in a society and eat habits of the individuals. No matter how diverse and sophisticated the cuisine of a certain shade might be, todays hyper moving tempo necessitates cheaper and debaucheder food. That is where the riotous food sector steps in, saving the day. At first glance, they attend to be life savers with their affordable menus. However, when we take a closer ensure and observe the long-term effects of unfaltering food on individuals, we are faced with health problems such as obesity and heart diseases.Nevertheless, fast food firms excessively do a very good gambol in selling their products to carefully targeted audiences, peculiarly children. This paper provide counselling on the case of McDonalds and argue how ethical it is for them to advertise for children directly, examining the inconvenience from the perspective of social responsibility. The spread of McDonalds in different fract ion of the world creates mixed feelings in some countries, and people even necessitate that the McDonalds and the distorted image of Americanization is harmful for their agriculture and societies. This opinion is especially valid in Europe, but surprisingly McDonalds is welcome in Asia.What is a common reaction in all countries hosting McDonalds, including its homeland America, is the attitude taken towards the effects of McDonalds on feeding habits and the following shun consequences. There are plenty of fast food advertisements in newton America and this industry has especially become a part of the life of families with children. Starting from very little ages, children are used to eating this good-tasting, easily-marketed and frolic menus which usually come along with a toy for free and their tastes and eating habits are influenced.Even though fast food companies get down started to go light menus and food with less fat and calories, they do non offer up the best men us for children. They continue the habit of eating fast food as they go into adolescence and adulthood, and become a nonher candidate for an rotund person with diverse diseases resulting from being overweight. Overweight children do tend to become obese adults, set themselves at a a great deal greater risk, and at a much earlier age, for chronic illnesses such as diabetes and cardiovascular disease (Dalton, 2004, p. 2). unmatched out of three children in the United States is either overweight or at serious risk of becoming so. The number of overweight children ages sextette to nineteen has tripled within three decades the rate of overweight preschool children is nearly as great. The accelerating rate indicates that the current extension of children will grow into the to the highest degree obese generation of adults in history. (Dalton, 2004, p. 2) Although parents are aware that food sold at McDonalds is not very muscular, they are misled by the fact that it is affordable an d makes their children happy.What is more, some parents do not have very healthy eating habits either so one should not be surprised in seeing their children liking McDonalds menus. Moreover, it is not easy to resist the tempting advertisements. Some might say that no one is forcing parents to acquire these products or foods for their children. But, these ads position the products as must haves. Even if their parents do not buy them the products, children are influenced (How to Prevent Childhood Obesity. com, 2009).Experts name Ray Kroc, founder of McDonalds franchise and Walt Disney as the pioneers of child-focused marketing, since they first recognized children as a separate marketing demographic from adults in the 1960s (Veracity, D. , 2008). Today, we cannot help but curiosity how the managers of McDonalds feel about the irate criticisms that the company gets for advertising and promoting asthmatic food for children. From a business point of view, the company has done a grea t job since it was founded by Ray Kroc in 1955, generated enormous pay and even became a better known brand than Coca-Cola (Veracity, D., 2008). Competition in the fast food sector is harsh, so McDonalds heavily invests in high quality advertisements aimed at targeting the right audience, using celebrities and partnerships with other brands, or cartoon characters in their campaigns if possible. They build playgrounds in their stores, which serve as a socializing place for children to meet other kids and have fun. McDonalds not only influences American children and families, but also exports its food, image and advertisements to the rest of the world.They have opened branches in almost all parts of the world, and keep expanding disrespect the economic recession. They are optimistic about business prospects in china and plan to open about 500 stores in the country in three years (Yan, F. & Li, H. , 2009). This gives an important hint about the tastes and habits of the growing gener ation of children and it is not difficult to foresee that the global influence of McDonalds will intensify in the coming years, despite all criticisms that it is unethical to publicise unhealthy food to children. How ethical is the advertising strategy of McDonalds truly?Are the managers of McDonalds actually guilty, or is everyone being too harsh and oversensitive? Even though it is normal for a company to give birth its own rights and benefits before everything, if it is as influential and global as McDonalds, it also has some moral and ethical responsibilities and should consider the social consequences of its actions as well as making profits and opening new stores. One of the most important causes of childhood obesity is lack of exercise, so it might not be totally fair to blame McDonalds and other fast food chains for obese children.On the one hand, the McDonalds culture heavily contributes in a bad way to developing crooked eating habits. But on the other hand, they canno t be the only ones to blame, as children and their parents are increasingly becoming computer and TV addicts, engaging in very little physical activity. When coupled with fast food consumption, health problems become inescapable. What is the solution to this moral problem then? It is obvious that a company this successful will not quit this business or abandon its strategy.However, McDon can at least modify its advertising uprise slightly and recommend doing exercises as the underlying message after having a good McDonalds meal. They can include famous sportsmen in their advertisements and march on children to engage in sports. They can give out toys associated with sports brands, even drum sports competitions for children with awards, sponsored by major brands like Nike or Adidas. These are just a few suggestions, and there is no doubt that professionals designing McDonalds marketing strategy can work wonders with this idea if they want to.This way, children can identify to ass ociate the consumption of fast food with exercise in their minds and be convinced that they must be physically active in show to burn those calories taken at McDonald and be healthy. In conclusion, if McDonalds and other fast food chains would alter their advertisement campaigns so as to include the theme of more exercise and sports, they would have been more socially responsible. This way, even though they do not sell the most healthy meals, their customers, especially children would know that they have to pay a price for eating a high calorie and high fat meal by doing more exercise.They would also associate fast food meals with the energy and vigor of sports, which also makes individuals happy. Therefore, this can be a very good jurisprudence for McDonalds to keep its happy customers all over the world and lull an angry crowd of protesters who argue that McDonalds advertisements are unethical.ReferencesDalton, S. (2004). Our Overweight Children What Parents, Schools, and Comm unities muckle Do to Control the Fatness Epidemic. Berkeley, CA University of California Press. Should there be Ethical Issues with Fast Food Companies Advertising to Children?How to Prevent Childhood Obesity. com. Retrieved troop 25, 2009, from http//www. howtopreventchildhoodobesity. com/ethicalissues- fastfoodadvertisements. html Veracity, D. (2008, July 13).Americas Fast Food Giants Perfect the blind of Selling Junk Food to Children. Organic Consumers Association. Retrieved March 25, 2009, from http//www. organicconsumers. org/ terms/article_1092. cfm Yan, F. & Li, H. (2009, February 18). McDonalds midriff 500 stores in China in 3 years. Reuters. Retrieved March 25, 2009, from http//www. reuters. com/article/ousiv/idUSTRE51H13F20090218