Is it acceptable for "Macdonalds" to be promoted in DS's reading scheme book?

[knickersinatwist]

DS (6) asked to go to McDonalds the other day. For whatever reason he hasn't been, so when I asked why he asked he said "Its in my school book. It says they do the biggest hot dogs, and I like hot dogs".

Indeed, the story in his book goes that a child is sick in bed and her brother is off having a right-old time swimming and going to Macdonalds. (Note the Mac, rather than the Mc ).

I've got a bee in my bonnet about it. I don't think its acceptable for a fast-food chain to be named in a school book. Its not a story book, its a reading scheme phoenics book. They could have easily invented a name to get the point across.

So my issues are product placement, advertising a real fast-food chain, promoting fast-food as a treat, and advertising McDs in this way. I really don't think its appropriate and I've told the school that. I've also written to the publishers, over a month ago, but they haven't replied or even acknowledged my letter.

I'd really like to know what you think, without this turning into the old McDonalds debate!

WHAT? Really? That is absolutely appalling and we do go to McDonalds sometimes.

What is the book?

Mc Donald's don't do hot dogs so take him, it will be a great disappointment and he'll never want to go there again in his life!

Meh

Its ReadWriteInc. The scheme itself is great, I really rate it, but I was very about it.

The thing is the 'Mac' and hot dog thing is way too subtle a distinction for a 6 year old to make. Many adults wouldn't make the Mc/Mac distinction.

Yes, it is that scheme.

Personally I wouldn't be bothered. If you don't want him to have it just tell him the food is rubbish there.

I'd really like to know if the publishers receive any money from this. With the Government campaigns set to tackle childhood obesity, campaigns on children's foods, like the Which? campaign, I feel its irresponsible.

At least with television advertising I decide what my children are exposed to. Not through their school books. I'd have less of a problem with it if it were a story book, but because its a text book and it is promoting it as a treat, it just strikes me as wrong.

I agree knickers. I wouldn't be happy either.

I think it is to try and make links between the child's real life and their reading book. Lots of children, rightly and wrongly (not mine) do go to Mcdonalds for a treat and so can relate to the story. Maybe you can se it as a chnace to talk about healthy eating. You could make the link between excercise and food and how it is OK to have foods for a treat sometimes.

I think fast food is a treat. Are you going to outlaw every single book that mentions nice food - what about charlie and the chocolate factory?

Only if it were Charlie and the Cadbury Factory!

It could have been a bit more imaginative and made the same point with a fictional name, no?

My problem is with the advertising to a captive audience rather than the fact that it is junk food.
I bet Burger King would be furious

You need to untwist your knickers I think.

Are you really cross about it?

CENSORSHIP!

I am going to defend the reading schemes right to have a fast food outlet in their literature. And for someone to eat a hot dog. And for a child to be left ill at home. And for it to be called Macdonalds.

yes but what if it wasn't mearly thinking of a branf MOST children know

Hundred calling a child McDonalds is just mean. People will either boycott her parties or follow him around trying to chew on his toes.

completely unacceptable imo
I don't think business has any right to enter schools

V. good, Slur

I'd object - why are they advertising a fast food chain or indeed any RL business? You can have a story about going out to eat without promoting any brand names. I'm surprised that this got through the whole publishing company without anyone spotting it might be an issue.

I think it's totally unacceptable.

Advertising in schools is bad though. imo. and in the NUTs. commercialisation of childhood

bugger actually that is the Education not Exploitation paper link from NUT. Not the commercialisation press release but sod it that paper is a better link, just longer.

I hate this kind of advertising directly at children.

Thanks Slur - that is really helpful.

Hundred, I am cross about it because I think it matters.

bump

You see, I don't think it matters. I don't think it is advertising or promoting - it is showing a fast food outlet in the book which lots of children know about, go to, are familiar with.

I think that's okay. So what is the worst that happens? The child reads the book and says 'Where is this place with hot dogs which I've been so sheltered from? It's in a book! Here! TAKE ME THERE NOW.'

And you say, 'No. You will never go there. It is God's own hell child.'

And that's it. And even that scenario is a tad far fetched isn't it?