The icon is Ronald McDonald, the clown that represents McDonalds.
I believe that Ronald McDonald is iconic in the US because he represents the fast-food, fast-paced capitalist lifestyle of America. We like our food cheap and fast and we are a culture that is always on the run. We are impatient and Ronald represents a restaurant that accommodates our busy schedules. Everyone in America knows who Ronald McDonald is. Ronald is iconic because he represents our favorite fast-food place.
Up until 2002, Ronald McDonald was used as the icon for McDonalds in France. As stated in a 2002 article in Times, France retired Ronald in exchange for Asterix, their comic book hero. Nonetheless, up until 2002, Ronald represented McDonalds and the overall American culture in other countries. Ronald was featured on signs outside and within the actual restaurant.
I think it is interesting that France changed the icon to Asterix, because it shows clear resistance to the American culture’s intrusion on their lifestyle. France accepted the convenience of fast-food, but not the icon of the American fast-food restaurant. I had no problem with Ronald being an icon for France, nor would I have an issue with any other icon being used. The world is constantly growing flatter with technology and I think it is nice to be connected to other countries with visual icons. Visual icons can help countries relate to one another, except in this certain case.
Karon, T. (2002, January 24). Adieu, Ronald McDonald - TIME. Breaking news, analysis, politics, blogs, news photos, video, tech reviews. Retrieved April 22, 2010, from http://www.time.com/time/columnist/karon/article/0,9565,196925,00.html
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