Amidst the plethora of jealously guarded and copyrighted symbols of McDonald's (Golden Arches, Big Mac, Quarter Pounder, etc - 46 in total, according to the corporation's website),(1) what could be more hypocritical than the character known as Ronald McDonald?

The clown's name figures in the trademark Ronald McDonald's Houses, namely the charities set up by McDonald's to help seriously ill children live happier lives.(2) There is no doubt this is a noble goal.

However, it seems to escape the notice of Ronald McDonald that the first step in demonstrating a genuine concern for children and their future would be to stop brainwashing them into a culture which undermines the wellbeing of people as well as that of animals and the environment.

McDonald's Operation Manual clearly sets out its attitude to young people: "...children exert a phenomenal influence when it comes to restaurant selection," it directs its staff. "This means you should do everything you can to appeal to children's love for Ronald and McDonald's."(3)

 

Thus the clown is nothing but a marketing tool designed to lure sensitive and inexperienced minds to products which in fact have little to do with wellbeing or happiness. Animal suffering and death, obesity and heart disease, and deforestation and other environmental problems associated with meat-eating are no fun. Yet here we have an idiotic character wearing the stupidest of smiles and pretending that everything is OK. Isn't this just the epitome of hypocrisy?

Custom-made birthday cards from Vegetarian Action, delivered almost daily throughout the month of June, 2005 to the sculpture of Ronald McDonald in the Myer Centre in Adelaide's Rundle Mall, highlighted McDonald's perpetuation of an animal-eating culture, its brainwashing of children and the suffering and death of animals associated with its products.

"50 years and I'm lovin' it", proclaims a poster published by McDonald's for its 50th Anniversary celebrations, featuring a smiling and waving Ronald. Sure you're loving it, Ronald - smiling and waving all the way to the bank, counting the profits and eluding responsibility for the damage done to the state of health, culture and environment our children will inherit.

As one of the very special birthday cards to McDonalds from Vegetarian Action read:

Hey, Ronald,
Leave those kids alone
All in all you're just another
brick in the wall

© Vegetarian Action July 2005

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