My general thoughts about Fast food advertising being aimed at families:
Focus is on families being able to feed their kids the 'fun' and 'exciting' food. Families are a target for the fast food industries because they bring about multiple customers, with a likelihood that they will return because families tend to follow certain routines. Companies also know that parents use food in order to comfort or reward children, as well as adults generally also using that system for themselves. There are certain ideas and loyalties formed toward brands that are reinforced each time there is a good experience surrounding them, and appealing to a positive family environment (families being associated with health, happiness, love, joy, support, trust etc) is a way of positively reinforcing these.
I've been reading sections of this book, which I doubt would be classed as an academic source but is an interesting reference. It aims to point out what people don't notice 'behind the shiny, happy surface of every fast food transaction'. It's interesting to read parts of the history of fast food chains like McDonalds, and to read about some of the not-so-honest efforts to win over the hearts and stomachs of children and families.
I included a bunch of screen shots for reference.
Appealing to children in order to manipulate the parents and thus sell to whole families. There are a number of efforts made through advertising and campaigns to ensure that there is an emotional connection formed between a young child and the McDonald's brand to provoke sales and also adhere to the cradle-to-grave advertising strategies.
Interesting points and quotes include:
"A child who loves our TV commercials and brings her grandparents to a McDonald's gives us two more customers"
A persons 'brand loyalty' may begin as early as the age of two
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