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Controversy in Ads

King O’ Summer

Dr. Sabrina Segal

WOOHOO! School’s out for summer! Time for fun in the sun, a whopper and some Iron Man.

Considering its tie-in with Iron Man, Burger King is poised for Q2 figures as whopping as the first in 2008.

BK experienced increased traffic and a spike in kids’ meal sales during the promotion. “Iron Man did very well for us. We were really thrilled. It’s a great partnership.” The blockbuster movie meant whopping sales for the fast food giant, as the Burger King bag was handed over as part of a hero’s welcome in the movie.

Most recently, the King’s tie-in with “Indiana Jones and the Kingdom of the Crystal Skull,” offered customers a limited-time Indy Whopper with Cajun mayo and a scratch-and-win game with a $1 million grand prize, a 2008 Hummer & a trip to Peru.

A Hummer? With these gas prices?

Burger King cashed in on kiddies eating up the Indiana Jones meals and says the Incredible Hulk is hot now. Not that a BK kid’s meal includes healthy green vegetables for strong bones and muscles, no. It’s just that the six different toys that come with Hulk meal are must haves for the kiddie brigade.

Is it ethical for fast food restaurants to market meals teeming with fat, sodium & cholesterol to children, when instead they could be teaching kids to eat healthy? Remember Popeye and his spinach?

Photo Credit: Dr. Sabrina Segal

10 Comments

1. lulaethel |Jul. 13, 2008 @ 5:58 PM

The facts are every one is trying to make a sell and a buck. It's about making profits not making the scale tilt for losing weight. Burger King has always been in the making of discovering new burger techniques not watching out for consumers weight. You want something healthy,eat it at home on your own time.

2. Letitia |Jul. 13, 2008 @ 6:37 PM

I don't agree with this type of advertising because it plays on the kids excitement for the latest movies like Indian Jones and characters like Iron Man, which appeals to younger audiences. And in fact, these methods of promotional advertising has increased volume sales. In addition, I don't believe that it is ethical for this Burger King's high fat contents and lack of nutritional ingredients to be added to food, which has proven to be a part of the obesity problem in the United Stats. BK's direct marketing appeals to children who may not be aware of the high sodium and cholesterol contents which causes pressure for parents when they deny the children that Kids Meal with Iron Man toy included.

3. Lazydaisy |Jul. 13, 2008 @ 8:56 PM

I so do hate how fastfood establishments sell a lot of there products by the aid of 'the new thing'! I belive a product should be sold solely on what the product is alone and not buy what else you can get as well. Markerters know that if they stuff a toy in a kids meal, they have a sell. Kids will want the toys, and want to collect all in the series. But as an adult, we have the power to not get the food with the treasured toy for the kid. Last I checked three yr olds didn't drive. So yes marketers are putting toys in bags inticing the youth to want there product. As the grown-up we have every ability to limit what we give to the child. If the child want the toy that bad, and you know that the food at the fast food establishment is not the healthiest, you can go in and just buy the toy from the place. Most, I find will let you do this. McD's for example. I detest McD's I have been boycotting them for over 5 years. Alas, I have a 10yr old sister that likes there toys. I refuse to ever buy her food from their. Instead, I will buy her the toy and spare her the heart and stomach ache. I think I have said my peace...

4. iecman112 |Jul. 16, 2008 @ 10:11 AM

I LOVE THE FASTFOOD PRODUCT NOT AS FAR AS THE FOOD BURGER KINGS HAS SOME GOOD FOOD NOW MC.D NOT I DON,T LIKE THERE FOOD AS MUCH AS I LOVE BURGER KINGS FOOD I ACN EAT ABOUT 3 WHOOPS AND MY KIDS LOVE MC D BUT NOT ME BUT IF THEY AS FOR IT I,LL GET FOR THEM THERE ARE BOTH TOP PRODUCT NOT I THINK THE REASON WHY KID WANT THE FOOD IS BECAUSE OF THE TOYS THAT IT LOL

5. iecman112 |Jul. 16, 2008 @ 10:21 AM

NOW THAT WHAT I CALL A BURGER I LIKE BURGER KING FOOD THE FOOD IS SO GOOD AND I REALLY CAN,T GET WITH THAT MCD"S FOOD BUT MY KIDS LOVE THE FOOD MAYBE IT BECAUSE OF THE TOYS THAT THEY GIVE WITH THE KIDS MEALS NOW MY GIRLS THEY EAT THE BIG MEAL NOW NO MORE KIDS MEAL FOR THEM THEY SAY THERE BIG GIRLS NOW AND NO KIDS MEAL FOR THEM

6. WMWilkins |Aug. 20, 2008 @ 11:23 PM

I thank that they should not put toys in the kids meal like they do in Burger king kids meal. Because a lot of kids will not eat the meal they just want the toy. A lot of kids will not eat the meal they are just want the toy.I thank they should not put toys in any of the kids meals and make the meal more healthier for the kids.

7. Tangor |Aug. 23, 2008 @ 5:14 PM

Whether you like the taste of fast food, or not, it is proven fact that it's NOT good for you. Though some brands may be better than others, it's just choosing the lesser of two evils when you eat at a fast food joint. poisoned Coke may taste better than poisoned water, but it will still kill you. Personally, I think the marketing techniques used by the industry, especially using high profile toys to sell their products, are reprehensible and border on evil. The research is there, the effects are known and they still make the most mal-nutritious concoctions on the planet. Worse yet, they con people into paying to eat the stuff!
Unfortunately, it does taste good and I used to eat quite a bit of it. I am much more selective and healthier now.

8. Sisidore |Sep. 24, 2008 @ 4:34 PM

With all our accomplishments as a society, shouldn't their be more governmental regulations on what is offered for consumption to the public? Yes, I believe this topic goes beyond the the ethical and social responsibility of a company. Lets all remember that they are in the business of making money so if they are allowed to get away with marketing this poisonous garbage to our children,then we really shouldn't condemn them for it. The fact that these same company provides healthier version of their products in other countries, leads me to believe that the lack of regulations is much more responsible for their behavior. They should not be allowed to market the poor quality of products they do, especially not to our children.

9. broadfield |Nov. 9, 2008 @ 1:42 AM

not only is it ethical the question is ridiculous I love fast foods can not afford but one a month the kids love it.

10. broadfield |Nov. 9, 2008 @ 2:03 AM

King O'Summer By Dr.Sabrina Segal

In regards to:
Yes I think its ethical for fast foods to market meals teamed with shows kids like and promotes both. I'm sure that burger holds some type of nutrients.Well,Iron Man was a very good movie. I loved it loved Indiana Jones and the Kingdom of the Chrystak Skull, love the Hulk also.Great Marketing is my opinion

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