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15.09.2018 08:50
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es the situation ambiguous Kawhi Leonard Raptors Jersey , particularly vis-a-vis the company's responsibility and intentions.

The supplement contains several distinct parts: an answer to a letter from Dan Getty, an 11-year-old boy who calls for responsible action from McDonald's (Annual Report, 1989, pp. 7-8); a general outline of McDonald's philosophy and historical commitment to "responsible [environmental] conduct," including company founder Ray Kroc's mandate to crews to clean up litter near McDonald's restaurants (p. 9); three sections addressing facts and expert opinions about solid waste management, resource conservation, and recycling (pp. 10-15); and a collective call "to Help [sic]" in solving the challenge of the environment (p. 16).

The letter of response to 11-year-old Dan Getty illustrates several of the rhetorical strategies McDonald's uses to achieve a symbolic identification with its customers and the general public. First, McDonald's constructs itself as a naive, non-expert, and innocent individual actor. Like Dan Getty and "people of all ages," McDonald's is "asking questions about our environment" and learning that the answers to environmental issues are "complex" (Annual Report, 1989, p. 7). It eschews inaction in the face of complexity: "It's easy for each of us to claim we're not responsible for these complex forces. But then we have to ask, 'Who is?' "(p. 8). At the same time, it sounds a cautionary note: It is important "to do what is environmentally sound, when the responsible course of action becomes clear" (p. 7). Who or what will provide clarity leading to action is left ambiguous.

Second, McDonald's positions itself as one of a community of stewards of the earth: "Each of us, knowing what we have at stake, must make a commitment to a course of action that will preserve and enhance the environment we hold in trust for future generations. . . . You can count us in" (p. 8). Through appeal to the words of Gala theory originator James Lovelock - "It's personal action that counts" (quoted in McDonald's, 1989, p. 8) - and founder Ray Kroc's dictum - "None of us is as good as all of us" (quoted in Annual Report, 1989, p. 8) - the boy's call for help from McDonald's is transformed into a call for everyone to act. The actions and identification that it invites are personal. Identifying with its customers, McDonald's asks that they identify with it. McDonald's puts itself on a level with the 11-year-old. Thus, through rhetorical sleight, of-hand - in Cheney's (1992) words "the sheer juxtaposition of images . . . as a substitute for reasoned discourse, for argument" (p. 174) - McDonald's equates natural persons with the corporate persona, and power differences - the differences between producer and consumer, corporate giant and small child - are made to disappear: The people at McDonald's, no different from people everywhere, must act to save the earth. Of course, at one level, McDonald's people are like people everywhere and, like them, probably hold a range of opinions about the problem of the natural environment. However, at another level and at the same time, McDonald's people constitute a corporate body.

McDonald's defends its environmental record by listing specific actions that it has taken to manage waste and conserve resources by reducing, reusing and recycling materials. It cites experts who support its position on plastic packaging and who point out the small contribution of the entire quick-service restaurant industry to America's waste. It also criticizes "the 'Not In My Back Yard' syndrome - or NIMBY" (for instance, people in McDonald's communities who opposed company incinerators in their neighborhoods) as posing barriers to responsible waste solutions (Annual Report, 1989, p. 11).

Also, McDonald's emphasizes individual personal action: Plant a tree, switch off a light, recycle a clamshell. Yet, it also describes itself as a proactive corporate actor looking for opportunities to work with individuals, public officials, and other companies, as well as with the communities we serve.

The more McDonald's constituted itself as "green," the more it was required to accommodate environmental issues affected by its business practices. McDonald's attempts at recycling, resource reduction, incineration, and the like were not simply symbolic. The company was both the subject and the object of its own eco-discourse. The emerging storyline it constructed had positive environmental effects at the material level, in addition to opening the company to potential dialogue with EDF.

In April 1991, the McDonald's-EDF joint task force released its final product, a corporate waste reduction policy and a comprehensive waste reduction action plan with 42 initiatives. Many real environmental improvements were generated by the task force. For instance, environmental criteria were integrated into corporate packaging decisions which before had been driven by quality and cost criteria (see McDonald's Final Report, 1991). The media mostly praised the results of the alliance (Reinhardt, 1992, p. 14), and the story was recycled over several years (e.g. Gutfeld, 1992). Ultimately, the partnership entered the green business literature as a milestone marking a change in the relationships between business and environmental groups (Long, F. J., & Arnold, M. B., 1995, p. 80).

Thus, McDonald's steps in managing environmental issues are the examples of societal marketing. People become increasingly aware of the damage that can be caused to the environment by products, packaging, by-products and production processes. They may gradually learn to adopt more environmentally friendly products and, in particular, reject throwaway products. Green issues are increasingly seen as important by consumers and this is being reflected in the types of products consumers want to use. Organizations have to change the nature of their " . Cheap Jerseys From China Cheap Custom Jerseys Cheap NHL Jerseys Cheap NFL Jerseys China Cheap MLB Jerseys From China Cheap Authentic NFL Jerseys Cheap Basketball Jerseys Cheap Baseball Jerseys Cheap NCAA Jerseys Wholesale Jerseys China

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