the restaurant chain’s advocacy propaganda, as they see it. The McSpotlight site counters
with a comment that is consistent with Rutherford’s analysis of the problem:
“It is bad enough that companies control the resources people need, and that they force
us to look at their idiotic advertising in order to keep their 'brand image' in our minds, but
these days they go further than that.
As the reality of their business practices and their mass-produced products come under
ever-greater public scrutiny, companies feel they have to put out more sophisticated and
insidious propaganda. They hope to justify their existence, to counter criticism, to
ingratiate themselves with local communities and to target sections of the population who
they want to buy their products. And what better way to do this than to be seen to be
'helping' the community, doing 'charitable' good works and so on.
McDonald's call it 'giving something back to the community' (a clear admission that they
are ripping us off), but it is just another cynical PR exercise to be evaluated at the end of
the day by its success in boosting corporate profits.
Hence, as revealed in secret company documents, McDonald's 'target' their highly
selective sponsorship on key local and national events, activities and organizations. The
aim is solely to get their name or logo as prominent as possible on programmes, leaflets
and lists of credits, and to get regular publicity in local and英语论文网 【http://www.51lunwen.org】 national media.”
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