ABSTRACT
Ironically, as McDonald's became America it outgrew U. S. borders. By the last quarter of the twentieth century the golden arches represented a global enterprise. In the city of Santos, Brazil, several schoolteachers told that they worried about the impact of McDonald's on their pupils. One teacher contended: "The danger of McDonald's imperialism is that it teaches children to devalue Brazilian things and to believe that the U. S. is superior to all of us poor South Americans." McDonald's advertisers have tapped into this child's affect at a level that transcends rational understanding. In his time of stress in the pediatrician's office the little boy seeks the comfort of his provider of pleasure. Everyday places and activities have been reshaped by McDonald's kinder-culture. There are no standardization and homogenization processes at work. A new relationship has emerged that will be acted on in diverse ways by differing children and parents.
