Clown in service of corporations – Ronald McDonald and the new challenges of consumer culture
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RIS BIB ENDNOTEKlown rzecznikiem korporacji – Ronald McDonald w obliczu nowych wyzwań kultury konsumpcyjnej
Publication date: 05.06.2012
Arts & Cultural Studies Review, 2011, Issue 2 (10) , pp. 64-75
https://doi.org/10.4467/20843860PK.12.005.0364Authors
Klown rzecznikiem korporacji – Ronald McDonald w obliczu nowych wyzwań kultury konsumpcyjnej
This article aims to present the changes in the image of the McDonald’s mascot – Ronald. These changes are mainly set in the context of social movements for healthy food and issues of advertisement ethics – especially advertisement addressed to children. In the face of intensifying voices of discontent, the corporation is trying to re-create Ronald as the Spokesman, who responds to the challenges posed by the consumer requests. Despite these efforts he remains controversial and ambiguous, which is reflected in the subversive practices of using the clown character as a tool of artistic and political provocation
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Information: Arts & Cultural Studies Review, 2011, Issue 2 (10) , pp. 64-75
Article type: Original article
Titles:
Klown rzecznikiem korporacji – Ronald McDonald w obliczu nowych wyzwań kultury konsumpcyjnej
Clown in service of corporations – Ronald McDonald and the new challenges of consumer culture
University of Lodz, Poland, ul. Narutowicza 65, 90-131 Łódź
Published at: 05.06.2012
Article status: Open
Licence: None
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PolishView count: 1976
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