HEALTH FITNESS

Food Marketers Use SpongeBob, Shrek to Bombard Latino Kids with Commercials

05/07/2013 10:53 am ET
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Bob Esponja—SpongeBob SquarePants—dances in his spurs as an announcer greets young viewers with a jaunty “Oye vaquero!”—Hello cowboys! Then he invites them, in Spanish, to the nearest Burger King.

In another Spanish-language commercial, Shrek characters emblazoned on McDonald’s promotional glasses come alive and hold a raucous house party, dazzling a family’s children—who no doubt will soon be begging their parents to take them to the golden arches.

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