What role does advertising play in the fast-food industry, per Schlosser?

The role of advertising in the fast-food industry, as discussed by Schlosser, primarily revolves around targeting children and fostering lifelong brand loyalty. This strategy is significant because children are a vulnerable demographic who are not only influenced by catchy advertisements and mascots but also tend to develop preferences and attachment to certain brands from a young age. By creating a positive association with their products through engaging marketing tactics, fast-food companies can cultivate loyalty that often persists into adulthood.

This strategy capitalizes on the malleability of children's tastes and desires, making them key targets for advertisers. Promotions feature appealing imagery, toys in happy meals, and memorable jingles, all designed to create an emotional connection that translates to repeated business over the years. As a result, children who are engaged by these advertisements are more likely to choose these brands as they grow, making advertising a crucial aspect of brand strategy within the fast-food industry.