Lovin’ it? Responses to Mele’s speech

Tuesday, April 7th, 2009

Re: “McDonald’s Canada prez speaks at Western”
Mar. 20, 2007

To the Editor:
On Monday I attended a presentation by the McDonald’s Corporation of Canada featuring a 45-minute speech by Louie W. Mele, current president of McDonald’s Canada.

As an opening to his presentation, “The McDonald’s You Don’t Know,” Mr. Mele showed a brief clip of what McDonald’s would have you believe it represents: an adorable toddler crawling on all fours on the beach, a father walking his daughter down the aisle at her wedding, etc.

Aww! What a fantastic " wait, WHAT?!? McDonald’s and weddings?

Put simply, this is daring on an entirely new level of brand advertising. Exposing the dimwitted North American public to even more radically false neural associations seems to be the next criterion for achieving fast-food supremacy.

Indubitably, over 52 years, the McDonald’s Corporation has had to stretch itself, taking on new ways of thinking to stay ahead of the game.

I congratulate them profusely for this: by no means whatsoever is it uncomplicated to build a thriving corporate empire.

What’s sad, however, is that they know creating such video advertisements only further solidifies their place in our (already somewhat troubled) culture.

Why? Well, simply because the majority of the general public would allow a “feel-good” ad like this to pass into its subconscious without ever analyzing the absurd neuronal associations being formed.

The abstract message to take away from this is to be conscious of what you let yourself be exposed to. In the words of Zig Ziglar, “You’re what you are, you’re where you are because of what’s gone into your mind.”
"Paul Valiulis
Kinesiology I


To the Editor:
As mentioned in The Gazette’s cover article, Louie W. Mele gave a presentation at Western Monday. I attended and found it informative and motivational. Somehow, Mr. Mele’s photograph was attached to the caption “You won’t be loving quadruple bypass surgery before you’re 40, smart guy.”

I have two problems with this caption. First, Mr. Mele must be very intelligent to work his way from crew member all the way to president of Canada’s largest food company.

Second, Mr. Mele is a very important businessman who took time to visit Western. I can only assume travelling to London wouldn’t be at the top of his “to-do” list. However, he dedicated his time to speak to Western’s students and faculty and this is the kind of respect he gets in response.

If visitors and guest presenters are treated in this insulting way, I can only assume they won’t visit Western in the future.

I believe the caption isn’t in keeping with the positive image Western would like to associate itself with.
"Jenna Jacobson
Hons. Specialization MIT II

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