detail from Labels for Hair Ribbons by Manuel Ocampo a delectable selection of oriental appetizers
Tuesday, May 14, 2002

: . We love to see you smile:

Reading about Augusto Villalon's crusade to prevent the building of McDonald's restaurants near Philippine church yards reminded me of this. From Eric Schlosser's Fast Food Nation: The Dark Side of the All-American Meal:
    During the late 1960's, McDonald's began to tear down the restaurants originally designed by Richard McDonald, the building with golden arches atop slanted roofs. Worried about how customers might react to the switch, the McDonald's Corporation hired Louis Cheskin -- a prominent design consultant and psychologist -- to help ease the transition. He argued against completely eliminating the golden arches, claiming they had Freudian importance in the subconscious mind of consumers. According to Cheskin, the golden arches resembled a pair of large breasts: 'mother McDonald's breasts.' It made little sense to lose the appeal of that universal, and yet somehow all-American symbolism. The company followed Cheskin's advise and retained the golden arches, using them to form the M in McDonald's.

That's right, 'mother McDonald's breasts.' Now Philippine Catholics can get off 'mother McDonald's breasts' and confess everything in lurid detail all in one convenient location.

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