:43:02
that parents will have
1,000 cracks at their child,
:43:05
compared to 10,000
for the food industry.
:43:07
So it's not a fair fight.
:43:09
By the time kids
are able to speak,
:43:11
most of them can say
"McDonald's."
:43:13
I'm gonna
show you some pictures,
:43:15
and I want you
to tell me who they are.
:43:16
Okay.
:43:17
Who's that?
:43:19
You don't know?
:43:21
George Washington.
:43:22
Who is he?
:43:23
He was
the fourth President.
:43:27
He freed the slaves.
:43:28
And he could
never tell a lie.
:43:30
Who's that?
:43:31
Don't know.
:43:33
I don't know.
:43:35
No.
:43:36
I don't know.
:43:37
George W. Bush?
:43:39
No. That's
a good guess, though.
:43:44
Who is this?
:43:46
I don't know.
:43:48
Goldilocks?
:43:50
I forgot the name,
but I think I know.
:43:53
Yeah?
where have you seen her?
:43:56
That picture
is on the sign.
:43:59
Wendy.
:44:01
Who's that?
:44:02
McDonald,
Ronald McDonald.
:44:03
Who is it?
:44:05
McDonald.
:44:06
What does he do?
:44:07
He was helping people
at the cash register.
:44:10
He works at McDonald's.
:44:11
I love their pancakes
and sausage.
:44:14
He brings all his friends
to McDonald's
:44:16
for a happy meal.
:44:18
Where have you seen him?
:44:19
On television,
on the commercials.
:44:21
He's the character
that made McDonald's,
:44:24
and he does a lot
of funny stuff on TV.
:44:27
Companies spend billions
:44:29
making sure
you know their product.
:44:31
In 2001,
on direct media advertising --
:44:34
that's radio,
television, and print --
:44:37
McDonaldÂ’s spent
$1.4 billion worldwide.
:44:40
On direct media advertising,
:44:43
Pepsi spent
more than $1 billion.
:44:46
To advertise its candy,
:44:48
Hershey foods spent under a mere
$200 million internationally.
:44:52
In its peak year, the "5 a day"
fruit and vegetable campaign's
:44:56
total advertising budget
in all media
:44:59
was a lowly $2 million,