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ABSTRACTS

Debbie Reisinger (Duke University)
Marketing McDo

This paper will examine anti-Americanism in the context of France’s changing culinary practices. After demonstrating how media capitalize on anti-American sentiment to depict the cultural, philosophical and health consequences of fast food, GMOs, and hormones, I focus on the case of McDonalds. While McDonalds has battled worldwide profit losses and seen the closure many of its stores throughout the United States and the rest of the world, it has enjoyed continued growth in France, where it has opened over 980 restaurants. This presentation draws on McDonalds‚ press releases, print advertising, and website to analyze how this global company has walked the fine line of France‚s fascination and repulsion with the United States, and how despite a particularly and consistently critical press, it has successfully marketed itself in France.



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