Schlosser Reading Notes.docx

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Department
Communication
Course
COMM 121
Professor
West
Semester
Spring

Description
ERIC SCHLOSSER READING CH.2: YOUR TRUSTED FRIENDS • Ray A. Croc Museum filled with endless merchandise, interactive exhibits, etc. • Similarities between McDonald’s Corporation & Walt Disney Company o Walt and Ray both played central roles in creation of new American industries o Same vision for America, same optimistic faith in technology, same conservative  political views; both charismatic figures o Kroc more influential; his company inspired more imitators, wielded more power  over the U.S. economy; mascot even more famous than Mickey • Both were masterful salesmen o Perfected art of selling things to children; led many others to aim marketing at  kids, making youngest consumers into a demographic now studied, analyzed,  targeted by large corporations • Kroc used same basic technique to sell things: tailored his pitch to fit buyer’s tastes o Contacted Disney to have McDonald’s in Disney; they wanted to raise prices by 5  cents, Kroc did not give in • 1972: fast food industry lobbied Congress/White House to pass “McDonald’s bill”,  allowing employers to pay 16, 17 year olds wages 20% lower than minimum wage o Supported by Nixon administration • The future heralded at Disneyland was one in which every aspect of American life had a  corporate sponsor; Walt had unrivaled access to impressionable young minds • Walt pioneered the marketing strategy “synergy”; granting firms the right to use Mickey  on their products, in their ads, etc.
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