Has Ronald McDonald become a mascot in the obesity wars?

04/22/2012 | Advertising Age (tiered subscription model)

Ronald McDonald was a kid-friendly symbol in an innocent time when Willard Scott first donned the makeup and giant shoes in 1963. Today, the clown has increasingly become a negative symbol to anti-obesity activists, some of whom say he's as dangerous as Joe Camel. McDonald's marketing chief Neil Golden said the comparison is unfair. "Ronald McDonald represents the joy and fun of the McDonald's brand and brings happiness to people of all ages," he said.

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