WEDNESDAY, Nov. 26, 2008 (Health.com) — Ronald McDonald first appeared in a television ad in 1963—played by none other than the Todayshow’s Willard Scott—and 45 years later the burger-slinging clown has reached near-universal recognition. The book Fast Food Nation notes that 96% of American schoolchildren surveyed recognized Ronald McDonald, second only to Santa Claus.
That’s good for corporate branding, but not for childhood obesity, according to a new study published this month in the Journal of Law and Economics.
The authors, from the National Bureau of Economic Research, concluded that a ban on fast-food advertisements (for all such restaurants, not just McDonald’s) would significantly reduce the number of overweight children in the United States. Read the rest of this entry »