Catering to Kids
7
With this implication of identity theory, children are able identify with the characters and other children enjoying themselves and participating in outgoing activities. They are able to socially relate and identify as a participant with other children. They feel involved and included into this club of characters. They can imagine or relate to a specific cartoon figure as well as feel a sense of belonging. McDonalds employs terminology and imagery that can easily be connected to the rationality of their target age demographic. They understand the speech and gestures of this audience and cater their message to appeal to children. In association with the attribution theory, children are able to attribute their feelings of happiness and excitement to this company and wish to continue to correspondence. They are able to interpret their emotions in relation to the other children and affirm their joy. Their attitudes soon confirm their behavior, as the idea of McDonalds relays associations of fun and excitement, regardless of the meal it sells. To solidify this connection between children and McDonalds, the marketing branch of the company has employed numerous advertising strategies that are extremely effective. These various tactics include heartstrings, cute celebrities, and ideal kids (Center for Media Literacy). The heartstrings strategy makes the whole family feel involved while connecting around a dinner table, with the theme music “I’m lovin’ it,” playing in the background. The use of cute celebrities is embodied in the image of Ronald McDonald, and ideal kids surround him and his Ronald McDonald House charity. Where as previous, commercial were targeted to mothers, they now appeal directly to children.