The French division of McDonald‘s has run ads that included a surprising suggestion: Kids shouldn’t eat at McDonald‘s more than once a week.
The advertisements, quoting information from specialists, aim to show that "McDonald’s meals are part of a balanced weekly diet," said Euro RSCG, the agency that came up with the ads, which appeared this spring, mostly in French women‘s magazines.
Alongside quotes from specialists addressing obesity and diets for children, the ads described how McDonald’s hamburgers are made of 100 percent real beef and cooked on a grill free of additional oil.
One ad placed in Femme Actuelle in April quoted a nutritionist who said, "there‘s no reason to abuse fast food, or visit McDonald’s more than once a week."
The McDonald‘s Corp., based in Oak Brook, Ill., said in a statement Wednesday that it "strongly disagreed" with the nutritionist quoted in the French advertisement.
"The vast majority of nutrition professionals say that McDonald’s food can be and is a part of a healthy diet based on the sound nutrition principles of balance, variety and moderation," the statement said.
Since opening its first French branch in 1968, McDonald‘s has expanded continuously in France. More recently the multinational has come under fire from anti-globalization protesters, farmers’ groups, and in Paris, striking workers.
In 1999, sheep farmer-turned-activist Jose Bove became a standard-bearer for the French anti-globalization movement when he led a group that ransacked a McDonald‘s in southern France.
(Agencies)
日前，法国的麦当劳快餐分店推出的广告上打出了这样一条不寻常的宣传语：我们建议孩子们每周最多只吃一次麦当劳快餐。
从今年春天开始，这些广告便陆陆续续地出现在以女性杂志为主的许多法国杂志上。该广告的策划商法国巴黎灵智广告公司指出，他们在广告中援引了专家的见解，旨在把麦当劳食品定位成"每周均衡膳食结构的一部分"。
广告中除了引用了有关肥胖问题和儿童食谱的专家意见之外，还描述了麦当劳汉堡的制作之精良，如选用百分百牛肉为原料，烹饪架上绝对不沾有剩油等。
一则登在四月刊《Femme Actuelle》杂志上的广告引用了一位营养学家的话："我们不能吃太多的快餐食品，同样也就不能每周吃一次以上的麦当劳。"
但座落在美国伊利诺伊州奥克布鲁克的麦当劳总部对此却不能充耳不闻。公司于10月28号发表了一份声明，表明公司"坚决不同意"广告中所援引的营养学家的那番话。
声明中提到："多数营养学专家都认为，从营养学角度看，麦当劳食品是以均衡、多样、适度为原则的健康饮食。"
自1968年麦当劳快餐在法国开设首家分店以来，业务范围已经逐渐覆盖了法国全国。但近年来，麦当劳不断受到反全球化运动、民间农业组织团体以及巴黎罢工的冲击。
1999年，法国农民出身的活动家琼斯·博韦带头砸了法国南部的一家麦当劳快餐店，成为法国反全球化运动中执掌大旗的一名楷模。
（中国日报网站译）