Carbohydrate: the ultimate hunter 116 opportunity to stretch their legs. Most of us, however, as McDonald ' s well knows, will give in to those midgets in the back seat with dubious genetic connections to those of us in the front seat. In the most perfect example of targeted marketing, McDonald’ s did not worry about marketing to adults. With the ultimate of long-term perspectives it said,‘ Don’ t worry about the adults, we’ ll get them next time round.’ I am a McDonald’ s child. My children are the third generation. I used to get my parents to take me – and them, strangely enough – to McDonald’ s. Now my innocent children are used to taking me to McDonald’ s. But while my children are innocent, I am not and I’ m the one( along with my wife) who decides where we eat and what we eat when we get there. Am I angry at McDonald’ s? Do I blame them for controlling three generations in this way? Not at all. To be honest, I am impressed. Just as I am impressed by elite athletes who are good at what they do even though they may be good at a violent martial arts sport. McDonald’ s, or their hired creative people, understood Freud better than 99.9 % of the world’ s population. If I eat the wrong food at McDonald’ s I get angry and blame myself. That is what‘ food choice’ is all about – I choose, with a capital‘ I’. I can buy the wrong food at any supermarket – food that is just as bad as, or worse than, McDonald ' s. We shouldn’ t blame McDonald ' s, we should learn what they know so they no longer have control over us. That will make us stronger and get McDonald ' s to become even more creative – which will be entertaining to watch. Advertising at its best Carbohydrate is the food group that is advertised most aggressively. Why? There is relatively little profit margin in selling fresh farm produce and raw fish or meat. On the other hand, selling Tim Tams or Coke has big, big profits as the cost of ingredients is close to nothing.