Clown in service of corporations – Ronald McDonald and the new challenges of consumer culture

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

Clown in service of corporations – Ronald McDonald and the new challenges of consumer culture

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