The McDuckholes Corporation is the world's largest chain of crap food restaurants, screwing around 68 million customers daily in like all countries across the world and. Headquartered in "Corporate Greedland", the company began in 1940 as an actual good and tasty restaurant operated by Richard and Maurice McDonald; in 1948 they reorganized their business as a hamburger stand using production line principles. Fucking asshole Ray Kroc had to join the company as a franchise agent in 1955. He subsequently purchased the chain from the McDonald brothers and turned it into a crap serving environment.
A McDonald's restaurant is operated by either a franchisee, an affiliate, or the corporation itself. McDonald's Corporation revenues come from the rent, royalties, and fees paid by the franchisees, as well as sales in company-operated restaurants. In 2012, McDonald's Corporation had annual revenues of $27.5 billion, and profits of $5.5 billion.
McDonald's primarily sells hamburgers, cheeseburgers, chicken, french fries, breakfast items, soft drinks, milkshakes, and desserts. In response to changing consumer tastes, the company has expanded its menu to include salads, fish, wraps, smoothies, fruit, and seasoned fries.
History
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The business began in 1940, with a restaurant opened by brothers Richard and Maurice McDonald at 1398 North E Street at West 14th Street in San Bernardino, California (at 34°07′32″N 117°17′41″W / 34.1255°N 117.2946°W). Their introduction of the "Speedee Service System" in 1948 furthered the principles of the modern fast-food restaurant that the White Castle hamburger chain had already put into practice more than two decades earlier. The original mascot of McDonald's was a man with a chef's hat on top of a hamburger shaped head whose name was "Speedee". Speedee was eventually replaced with Ronald McDonald by 1967 when the company first filed a U.S. trademark on a clown shaped man having puffed out costume legs.
McDonald's first filed for a U.S. trademark on the name "McDonald's" on May 4, 1961, with the description "Drive-In Restaurant Services", which continues to be renewed through the end of December 2009. In the same year, on September 13, 1961, the company filed a logo trademark on an overlapping, double arched "M" symbol. The overlapping double arched "M" symbol logo was temporarily disfavored[clarification needed] by September 6, 1962, when a trademark was filed for a single arch, shaped over many of the early McDonald's restaurants in the early years. Although the "Golden Arches" appeared in various forms, the present form as a letter "M" did not appear until November 18, 1968, when the company applied for a U.S. trademark.
The present corporation dates its founding to the opening of a franchised restaurant by Czech American businessman Ray Kroc, in Des Plaines, Illinois, on April 15, 1955, the ninth McDonald's restaurant overall. Kroc later purchased the McDonald brothers' equity in the company and led its worldwide expansion, and the company became listed on the public stock markets in 1965. Kroc was also noted for aggressive business practices, compelling the McDonald brothers to leave the fast food industry. The McDonald brothers and Kroc feuded over control of the business, as documented in both Kroc's autobiography and in the McDonald brothers' autobiography. The San Bernardino store was demolished in 1976 (or 1971, according to Juan Pollo) and the site was sold to the Juan Pollo restaurant chain. It now serves as headquarters for the Juan Pollo chain, as well as a McDonald's and Route 66 museum. With the expansion of McDonald's into many international markets, the company has become a symbol of globalization and the spread of the American way of life. Its prominence has also made it a frequent topic of public debates about obesity, corporate ethics and consumer responsibility.
Headquarters
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The McDonald's headquarters complex, McDonald's Plaza, is located in Oak Brook, Illinois. It sits on the site of the former headquarters and stabling area of Paul Butler, the founder of Oak Brook McDonald's moved into the Oak Brook facility from an office within the Chicago Loop in 1971.
Products
editMcDonald's predominantly sells hamburgers, various types of chicken sandwiches and products, French fries, soft drinks, breakfast items, and desserts. In most markets, McDonald's offers salads and vegetarian items, wraps and other localized fare. On a seasonal basis, McDonald's offers the McRib sandwich. Some speculate the seasonality of the McRib adds to its appeal. Various countries, especially in Asia, are currently serving soup. This local deviation from the standard menu is a characteristic for which the chain is particularly known, and one which is employed either to abide by regional food taboos (such as the religious prohibition of beef consumption in India) or to make available foods with which the regional market is more familiar (such as the sale of McRice in Indonesia, or Ebi (prawn) Burger in Singapore). In Germany and other Western European countries, McDonald's sells beer. In New Zealand, McDonald's sells meat pies, after the local affiliate partially relaunched the Georgie Pie fast food chain it bought out in 1996.
Corporate overview
editFacts and figures
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McDonald's restaurants are found in 118 countries and territories around the world and screw 68 million customers each day. McDonald's operates over 35,000 restaurants worldwide, employing more than 1.7 million people. The company also operates other restaurant brands, such as Piles Café.
Focusing on its core brand, McDonald's began divesting itself of other chains it had acquired during the 1990s. The company owned a majority stake in Chipotle Mexican Grill until October 2006, when McDonald's fully divested from Chipotle through a stock exchange. Until December 2003, it also owned Donatos Pizza. On August 27, 2007, McDonald's sold Boston Market to Sun Capital Partners.
Notably, McDonald's has increased shareholder dividends for 25 consecutive years,< making it one of the S&P 500 Dividend Aristocrats. In October 2012, its monthly sales fell for the first time in nine years.
Types of restaurants
editMost standalone McDonald's restaurants offer both counter service and drive-through service, with indoor and sometimes outdoor seating. Drive-Thru, Auto-Mac, Pay and Drive, or "McDrive" as it is known in many countries, often has separate stations for placing, paying for, and picking up orders, though the latter two steps are frequently combined; it was first introduced in Arizona in 1975, following the lead of other fast-food chains. The first such restaurant in Britain opened at Fallowfield, Manchester in 1986.
In some countries, "McDrive" locations near highways offer no counter service or seating. In contrast, locations in high-density city neighborhoods often omit drive-through service. There are also a few locations, located mostly in downtown districts, that offer Walk-Thru service in place of Drive-Thru.
To accommodate the current trend for high quality coffee and the popularity of coffee shops in general, McDonald's introduced McCafé, a café-style accompaniment to McDonald's restaurants in the style of Starbucks. McCafé is a concept created by McDonald's Australia, starting with Melbourne in 1993. Today, most McDonald's in Australia have McCafés located within the existing McDonald's restaurant. In Tasmania, there are McCafés in every store, with the rest of the states quickly following suit. After upgrading to the new McCafé look and feel, some Australian stores have noticed up to a 60% increase in sales. As of the end of 2003 there were over 600 McCafés worldwide.
Some locations are connected to gas stations/convenience stores, [unreliable source?] while others called McExpress have limited seating and/or menu or may be located in a shopping mall. Other McDonald's are located in Walmart stores. McStop is a location targeted at truckers and travelers which may have services found at truck stops.
Since 1997, in addition to many in Israel, one kosher McDonald's is located in the Abasto mall, in Buenos Aires, Argentina.
Global operations
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McDonald's has become emblematic of globalization, sometimes referred to as the "McDonaldization" of society. The Economist newspaper uses the "Big Mac Index": the comparison of a Big Mac's cost in various world currencies can be used to informally judge these currencies' purchasing power parity. Norway has the most expensive Big Mac in the world as of July 2011, while the country with the least expensive Big Mac is India (albeit for a Maharaja Mac—the next cheapest Big Mac is Hong Kong).
Thomas Friedman once said that no country with a McDonald's had gone to war with another. However, the "Golden Arches Theory of Conflict Prevention" is not strictly true. Exceptions are the 1989 United States invasion of Panama, NATO's bombing of Serbia in 1999, the 2006 Lebanon War, and the 2008 South Ossetia war. McDonald's suspended operations in its corporate-owned stores in Crimea after Russia annexed the region in 2014.
Some observers have suggested that the company should be given credit for increasing the standard of service in markets that it enters. A group of anthropologists in a study entitled Golden Arches East looked at the impact McDonald's had on East Asia, and Hong Kong in particular. When it opened in Hong Kong in 1975, McDonald's was the first restaurant to consistently offer clean restrooms, driving customers to demand the same of other restaurants and institutions. McDonald's has taken to partnering up with Sinopec, the second largest oil company in the People's Republic of China, as it takes advantage of the country's growing use of personal vehicles by opening numerous drive-thru restaurants. McDonald's has opened a McDonald's restaurant and McCafé on the underground premises of the French fine arts museum, The Louvre.
The company stated it will open vegetarian-only restaurants in India by mid-2013.
Playgrounds
edit![[icon]](/wiki/File:Wiki_letter_w_cropped.svg){kind=small} | This section needs expansion. You can help by adding to it. (May 2014) |
Some McDonald's in suburban areas and certain cities feature large indoor or outdoor playgrounds. [citation needed] The first PlayPlace with the familiar crawl-tube design with ball pits and slides was introduced in 1987 in the USA, with many more being constructed soon after. Some PlayPlace playgrounds have been renovated into "R Gym" areas. [citation needed]
Redesign
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In 2006, McDonald's introduced its "Forever Young" brand by redesigning all of its restaurants, the first major redesign since the 1970s. McDonald's has invested $1 billion to redesign nearly all of the 14,000 restaurants by 2015.
The goal of the redesign is to be more like a coffee shop, similar to Starbucks. The design includes wooden tables, faux-leather chairs, and muted colors; the red was muted to terra cotta, the yellow was turned golden for a more "sunny" look, and olive and sage green were also added. To warm up its look, the restaurants have less plastic and more brick and wood, with modern hanging lights to produce a softer glow. Many restaurants now feature free Wi-Fi and flat screen TVs. Other upgrades include double drive-thrus, flat roofs instead of the angled red roofs, and replacing fiber glass with wood. Also, instead of the familiar golden arches, the restaurants now feature "semi-swooshes" (half of a golden arch), similar to the Nike swoosh.
Business model
editMcDonald's Corporation earns revenue as an investor in properties, a franchiser of restaurants, and an operator of restaurants. Approximately 15% of McDonald's restaurants are owned and operated by McDonald's Corporation directly. The remainder are operated by others through a variety of franchise agreements and joint ventures.
The McDonald's Corporation's business model is slightly different from that of most other fast-food chains. In addition to ordinary franchise fees and marketing fees, which are calculated as a percentage of sales, McDonald's may also collect rent, which may also be calculated on the basis of sales. As a condition of many franchise agreements, which vary by contract, age, country, and location, the Corporation may own or lease the properties on which McDonald's franchises are located. In most, if not all cases, the franchisee does not own the location of its restaurants. }
The United Kingdom and Ireland business model is different from the U.S, in that fewer than 30% of restaurants are franchised, with the majority under the ownership of the company. McDonald's trains its franchisees and others at Hamburger University in Oak Brook, Illinois.
In other countries, McDonald's restaurants are operated by joint ventures of McDonald's Corporation and other, local entities or governments.
As a matter of policy, McDonald's does not make direct sales of food or materials to franchisees, instead organizing the supply of food and materials to restaurants through approved third party logistics operators.
According to Fast Food Nation by Eric Schlosser (2001), nearly one in eight workers in the U.S. have at some time been employed by McDonald's. The book also states that McDonald's is the largest private operator of playgrounds in the U.S., as well as the single largest purchaser of beef, pork, potatoes, and apples. The selection of meats McDonald's uses varies to some extent based on the culture of the host country. [citation needed]
Advertising
editMcDonald's has for decades maintained an extensive advertising campaign. In addition to the usual media (television, radio, and newspaper), the company makes significant use of billboards and signage, sponsors sporting events ranging from Little League to the Olympic Games, and makes coolers of orange drink with its logo available for local events of all kinds. Nonetheless, television has always played a central role in the company's advertising strategy.
To date, McDonald's has used 23 different slogans in United States advertising, as well as a few other slogans for select countries and regions. At times, it has run into trouble with its campaigns.
Space exploration
editMcDonald's and NASA explored an advertising agreement for a planned mission to the asteroid 449 Hamburga; however, the spacecraft was eventually cancelled.
Children's advertising
editSports awards and honors
editCharity
editMcHappy Day
editMcHappy Day is an annual event at McDonald's, where a percentage of the day's sales go to charity. It is the signature fundraising event for Ronald McDonald House Charities.
In 2007, it was celebrated in 17 countries: Argentina, Australia, Austria, Brazil, Canada, the United States, Finland, France, Guatemala, Hungary, England, Ireland, New Zealand, Norway, Sweden, Switzerland and Uruguay.
According to the Australian McHappy Day web site, McHappy Day raised $20.4 million in 2009. The goal for 2010 was $20.8 million.
McDonald's Monopoly donation to St. Jude
editIn 1995, St. Jude Children's Research Hospital received an anonymous letter postmarked in Dallas, Texas, containing a $1 million winning McDonald's Monopoly game piece. McDonald's officials came to the hospital, accompanied by a representative from the accounting firm Arthur Andersen, who examined the card under a jeweler's eyepiece, handled it with plastic gloves, and verified it as a winner. Although game rules prohibited the transfer of prizes, McDonald's waived the rule and has made the annual $50,000 annuity payments, even after learning that the piece was sent by an individual involved in an embezzlement scheme intended to defraud McDonald's (see McDonald's Monopoly).
Criticism
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As a prominent example of the rapid globalization of the American fast food industry, McDonald's is often the target of criticism for its menu, its expansion, and its business practices. The McLibel Trial, also known as McDonald's Restaurants v Morris & Steel, is an example of this criticism. In 1990, activists from a small group known as London Greenpeace (no connection to the international group Greenpeace) distributed leaflets entitled What's wrong with McDonald's?, criticizing its environmental, health, and labor record. The corporation wrote to the group demanding they desist and apologize, and, when two of the activists refused to back down, sued them for libel in one of the longest cases in British civil law. A documentary film of the McLibel Trial has been shown in several countries.
Despite the objections of McDonald's, the term "McJob" was added to Merriam-Webster's Collegiate Dictionary in 2003. The term was defined as "a low-paying job that requires little skill and provides little opportunity for advancement".
In 2001, Eric Schlosser's book Fast Food Nation included criticism of the business practices of McDonald's. Among the critiques were allegations that McDonald's (along with other companies within the fast food industry) uses its political influence to increase its profits at the expense of people's health and the social conditions of its workers. The book also brought into question McDonald's advertisement techniques in which it targets children. While the book did mention other fast-food chains, it focused primarily on McDonald's.
In 2002, vegetarian groups, largely Hindu and Buddhist, successfully sued McDonald's for misrepresenting its French fries as vegetarian, when they contained beef broth.
Morgan Spurlock's 2004 documentary film Super Size Me said that McDonald's food was contributing to the epidemic of obesity in society, and that the company was failing to provide nutritional information about its food for its customers. Six weeks after the film premiered, McDonald's announced that it was eliminating the super size option, and was creating the adult Happy Meal.
In January 2014 it was reported that McDonald's was accused of having used a series of tax maneuvers to avoid paying its fair share of taxes in France. The company confirmed that tax authorities had visited McDonald’s French headquarters in Paris but insisted that it had not done anything wrong, saying, “McDonald’s firmly denies the accusation made by L’Express according to which McDonald’s supposedly hid part of its revenue from taxes in France.”
Arguments in defense
editIn response to public pressure, McDonald's has sought to include more healthy choices in its menu and has introduced a new slogan to its recruitment posters: "Not bad for a McJob". (The word McJob, first attested in the mid-1980s and later popularized by Canadian novelist Douglas Coupland in his book Generation X, has become a buzz word for low-paid, unskilled work with few prospects or benefits and little security.) McDonald's disputes this definition of McJob. In 2007, the company launched an advertising campaign with the slogan "Would you like a career with that?" on Irish television, outlining that its jobs have many prospects.
In an effort to respond to growing consumer awareness of food provenance, the fast-food chain changed its supplier of both coffee beans and milk. UK chief executive Steve Easterbrook said: "British consumers are increasingly interested in the quality, sourcing and ethics of the food and drink they buy". In a bid to tap into the ethical consumer market, McDonald's switched to using coffee beans taken from stocks that are certified by the Rainforest Alliance, a conservation group. Additionally, in response to pressure, McDonald's UK started using organic milk supplies for its bottled milk and hot drinks, although it still uses conventional milk in its milkshakes, and in all of its dairy products in the United States. According to a report published by Farmers Weekly in 2007, the quantity of milk used by McDonald's could have accounted for as much as 5% of the UK's organic milk output.
McDonald's announced on May 22, 2008 that, in the United States and Canada, it would switch to using cooking oil that contains no trans fats for its french fries, and canola-based oil with corn and soy oils, for its baked items, pies and cookies, by year's end.
With regard to acquiring chickens from suppliers who use CAK or CAS methods of slaughter, McDonald's says that it needs to see more research "to help determine whether any CAS system in current use is optimal from an animal welfare perspective."
Environmental record
editIn April 2008, McDonald's announced that 11 of its Sheffield, England restaurants have been using a biomass trial that had cut its waste and carbon footprint by half in the area. In this trial, wastes from the restaurants were collected by Veolia Environmental Services, and were used to produce energy at a power plant. McDonald's plans to expand this project, although the lack of biomass power plants in the United States will prevent this plan from becoming a national standard anytime soon. In addition, in Europe, McDonald's has been recycling vegetable grease by converting it to fuel for its diesel trucks.
Furthermore, McDonald's has been using a corn-based bioplastic to produce containers for some of its products. Although industries who use this product claim a carbon savings of 30% to 80%, a Guardian study shows otherwise. The results show that this type of plastic does not break down in landfills as efficiently as other conventional plastics. The extra energy it takes to recycle this plastic results in a higher output of greenhouse gases. Also, the plastics can contaminate waste streams, causing other recycled plastics to become unsaleable.
In 1990 McDonald's worked with the Environmental Defense Fund to stop using "clam shell" shaped styrofoam food containers to house its food products. 20 years later McDonald's announced they would try replacing styrofoam coffee cups with an alternative material.
The U.S. Environmental Protection Agency has recognized McDonald's continuous effort to reduce solid waste by designing more efficient packaging and by promoting the use of recycled-content materials. McDonald's reports that it is committed towards environmental leadership by effectively managing electric energy, by conserving natural resources through recycling and reusing materials, and by addressing water management issues within the restaurant.
In an effort to reduce energy usage by 25% in its restaurants, McDonald's opened a prototype restaurant in Chicago in 2009 with the intention of using the model in its other restaurants throughout the world. Building on past efforts, specifically a restaurant it opened in Sweden in 2000 that was the first to intentionally incorporate green ideas, McDonald's designed the Chicago site to save energy by incorporating old and new ideas such as managing storm water, using skylights for more natural lighting and installing some partitions and tabletops made from recycled goods.
When McDonald’s received criticism for its environmental policies in the 1970s, it began to make substantial progress towards source reductions efforts. For instance, an “average meal” in the 1970s—a Big Mac, fries, and a drink—required 46 grams of packaging; today, it requires only 25 grams, allowing a 46% reduction. In addition, McDonald’s eliminated the need for intermediate containers for cola by having a delivery system that pumps syrup directly from the delivery truck into storage containers, saving two million pounds of packaging annually. Overall, weight reductions in packaging and products, as well as the increased usage of bulk packaging ultimately decreased packaging by 24 million pounds annually.
Legal cases
editMcDonald's has been involved in a number of lawsuits and other legal cases, most of which involved trademark disputes. The company has threatened many food businesses with legal action unless it drops the Mc or Mac from trading names. In one noteworthy case, McDonald's sued a Scottish café owner called McDonald, even though the business in question dated back over a century (Sheriff Court Glasgow and Strathkelvin, November 21, 1952). On September 8, 2009, McDonald's Malaysian operations lost a lawsuit to prevent another restaurant calling itself McCurry. McDonald's lost in an appeal to Malaysia's highest court, the Federal Court.
It has also filed numerous defamation suits. For example, in the McLibel case, McDonald's sued two activists for distributing pamphlets attacking its environmental, labor and health records. After the longest trial in UK legal history, the judge found that some claims in the pamphlet were untrue and therefore libelous. The company, however, had asserted that all claims in the pamphlet were untrue, essentially obliging the judge to publicly rule on each one. A few of the specific allegations (specifically that McDonald's was "culpably responsible" for animal cruelty, that it exploited children through its advertising, and that it paid low wages) were found to be true.
McDonald's has defended itself in several cases involving workers' rights. In 2001, the company was fined £12,400 by British magistrates for illegally employing and over-working child labor in one of its London restaurants. This is thought to be one of the largest fines imposed on a company for breaking laws relating to child working conditions (R v 2002 EWCA Crim 1094). In April 2007, in Perth, Western Australia, McDonald's pleaded guilty to five charges relating to the employment of children under 15 in one of its outlets and was fined A$8,000.
Possibly the most infamous legal case involving McDonald's was the 1994 decision in Liebeck v. McDonald's Restaurants where Stella Liebeck was awarded several million dollars after she suffered third-degree burns after spilling a scalding cup of McDonald's coffee on herself.
In a McDonald's American Idol figurine promotion, the figurine that represents "New Wave Nigel" wears something that closely resembles Devo’s Energy dome, which was featured on the band's album cover, Freedom of Choice. In addition to the figurine's image, it also plays a tune that appears to be an altered version of Devo's song "Doctor Detroit". Devo copyrighted and trademarked the Energy Dome and is taking legal action against McDonald's.
Employment practices
editOn August 5, 2013, The Guardian revealed that 90% of McDonalds UK workforce are on zero hour contracts, making it possibly the largest such private sector employer in the country.
A study released by Fast Food Forward conducted by Anzalone Liszt Grove Research showed that approximately 84% of all fast food employees working in New York City in April 2013 had been paid less than their legal wages by their employers.
From 2007 to 2011, fast food workers in the US used an average of $7 billion of public assistance annually resulting from receiving low wages. The McResource phone line advises McDonald's minimum wage employees to apply for food stamps. The McResource website advises employees to break their food into smaller pieces to feel fuller, seek refunds for unopened holiday purchases, sell possessions online for quick cash, and to "quit complaining" as "stress hormone levels rise by 15 percent after ten minutes of complaining." In December 2013, McDonald’s shut down the McResource website amidst negative publicity and criticism. McDonald’s plans to continue an internal telephone help line through which its employees can access its work-life help resources.
Use of genetically modified food
editIn April 2014, it was reported that McDonald's will use, in Europe, chicken meat which was produced by using genetically modified animal feed, which it did not do since 2001. Greenpeace critizises, that McDonald's saves less than one Eurocent for each chickenburger and goes down a path not desired by its customers.
See also
edit- Arcos Dorados Holdings
- Burger King—the second largest burger chain
- Wendy's—third largest hamburger chain
- MaDonal—a restaurant knock-off operating in Northern Iraq
- Maxime, McDuff & McDo, documentary film about the unionizing of a McDonald's in Montreal, Quebec, Canada
- List of hamburger restaurants
- List of restaurant chains
Further reading
edit- Thomas Derdak and Jay P. Pederson, ed. (2004). "McDonald's". International directory of company histories. Vol. 67 (3rd ed.). St. James Press. pp. 108–109. ISBN 9781558625129.
- Love, John F. (April 1987). "Big Macs, Fries, and Real Estate". Financial Executive (4): 20–26.
| Ash Ketchum | |
|---|---|
| 'Pokémon' character | |
| First appearance | Pokémon, I Choose You! |
| First game | Pokémon Puzzle League |
| Created by | Satoshi Tajiri |
Ash Ketchum, known as Satoshi (サトシ) in Japan, is a fictional character in the Pokémon franchise owned by Nintendo. He is the main protagonist of the Pokémon anime and manga series, as well as on various merchandise related to the franchise. In Japanese, the character is voiced by Rica Matsumoto; in English, he was voiced by Veronica Taylor from 1998 until 2006 and the eighth season of the anime series, replaced by Sarah Natochenny for the remainder of the anime and Kayzie Rogers in The Mastermind of Mirage Pokémon television special. His name is derived from the Japanese name (as the letters 'ash' are included in 'Satoshi') and his English motto, "Gotta Catch 'Em All". Ash's dream is to become a Pokémon Master. He is loosely based on Red, the player character from the Generation I games Pokémon Red, Green, Blue and Yellow, as well as the Generation III games Pokémon FireRed and LeafGreen versions. The character's first official appearance in a game was in Pokémon Puzzle League.
Concept and creation
editNamed after creator Satoshi Tajiri,[1] Satoshi was designed by Ken Sugimori and Atsuko Nishida,[2] and intended to represent how Tajiri was as a child, obsessed with collecting creatures. During localization of both for North American audiences, the character's name was changed in the anime to "Ash Ketchum", the first name taken from one of the possible default names players could select for the player character in Pokémon Red and Blue, and the surname tying into the former tagline (and as of Pokémon XY revived) for the series, "Gotta catch 'em all!"[3]
Tajiri noted in an interview that between Japanese and American reactions to the series, Japanese consumers focused on the character Pikachu, while Americans purchased more items featuring Ash and Pikachu, his Pokémon, together. He stated that he felt the character represented the concept of the franchise, the human aspect, and was a necessity.[4] In both the games and anime, the character was given a rival, in the latter this rival was named Gary (named Shigeru in the Japanese version, after Tajiri's idol/mentor, Nintendo legend Shigeru Miyamoto). In an interview Tajiri noted the contrast between the character's relationship in the games and anime; while in the games they were rivals, in the anime, Shigeru represented Satoshi's master. When asked if either Satoshi would equal or surpass Shigeru, Tajiri replied "No! Never!"[1] Ash's character design was initially overseen by Sayuri Ichishi, replaced by Toshiya Yamada during the Diamond and Pearl storyline arc.
Voice acting
editIn Japan throughout the anime media, Rica Matsumoto has always provided the original Japanese voice of Ash. For the English dubbing, Veronica Taylor provided the voice of Ash in the first eight seasons of the English adaption of the Pokémon anime, which was dubbed by 4Kids Entertainment. After the script was translated from Japanese, the lines were adapted to fit the movements of the character's mouth (called lip flap). All the voices were recorded separately so Taylor was the only one in the booth when she recorded her lines, which took approximately six to eight hours. Taylor was often the first person to record so she had to "imagine how the previous line will be said. "Luckily, I work with a great director who helps with the interpretation of the line, matching of the lip flap, and consistency of the voice." Taylor enjoyed playing Ash because of his "low, husky voice" and "energy and excitement".[5]
Taylor commented that Ash and the other characters "loosened up" after the first ten episodes of the anime; she believed the writers were more relaxed and did no longer feel the pressure of making sure everything was done correctly. Taylor commented: "I enjoy playing [Ash] now much more than I did in the very beginning because I can have fun with him more, and we kind of know him and can work out how he really would react. We have the classic Ash responses and things like that."[5] Sarah Natochenny replaced Taylor in season nine when The Pokémon Company International (known at that time as Pokémon USA) took over the licensing, prompting a shift in recording studios. Kayzie Rogers also filled in briefly for The 10th Anniversary Special in between Taylor and Natochenny (Natochenny would later re-record Rogers' dialog for the DVD release).
Appearances
edit | This section possibly contains original research. (April 2014) |
 | This section needs additional citations for verification. (April 2014) |
In the anime
editThe series starts with Ash's tenth birthday. Ten-year-old Ash started out as a Pokémon trainer in Pallet Town, his hometown from Kanto. After receiving the electric type Pokémon, Pikachu as a starter Pokémon from Professor Oak because he woke up late, and all the other starter Pokémon were taken by Gary and two other unnamed characters, Gary chose Squirtle, Ash left Pallet Town to start his journey. Since his departure, Ash has traveled the World of Pokémon, competed in many challenges, and caught newer Pokémon. He has met many companions, including Misty and Brock. During his travels with Misty and Brock, Ash still had a lot to learn as a trainer. He caught his Pokémon by merely befriending them, knew absolutely nothing about battling, and many of his gym badges were given to him out of gratitude (of the first five gym badges, the only actual victory was over Lt. Surge). Yet, Ash honed his skill as a Pokémon trainer and was able to get all 8 badges, making him capable to compete in the Indigo League. Ash was able to go to the 5th round, and achieve the Top 16 — one round further than his competitive rival Gary, who finished in Top 32. After his defeat, Ash traveled to the Orange Islands with Misty and Tracey Sketchit, a Pokémon watcher, obtained all 4 badges, and competed in the Orange League to battle Drake, the Orange League Champion. Ash was able to win his battle against Drake, giving him his first League Championship as a Pokémon trainer.
He then traveled on to the Johto region, with Brock and Misty. He won 8 badges and competed in the Johto Conference. Ash beat Gary again, in the 1st round of the conference, and was able to make it to the quarter-finals, and achieve Top 8. However he lost against his new rival Harrison, in the 2nd round. Ash then moved on and traveled through the Hoenn region, along with Brock and two new characters, May, an aspiring Pokémon coordinator, and her younger brother Max. He was able to get all 8 badges, and then competed in the Hoenn Conference. Ash was able to defeat his 1st new rival Morrison, in the 2nd round, also entering in the quarter-finals, and achieving Top 8 again. However he lost in the 3rd round against his 2nd new rival Tyson.
Having gone through several leagues and gotten a lot stronger, Ash decides to challenge the Kanto "Battle Frontier" and its 7 Brains (leaders). Ash won to all of them and acquires all the 7 Battle Frontier symbols, becoming a "Strong Battle Frontier champion" and qualifies for becoming a Frontier Brain himself. However Ash wanting to learn more about Pokémon and get even stronger, decides to continue his journey, not as a Frontier Brain, but as a trainer. However, having acquired all 7 symbols, he leaves with the privilege of becoming a Frontier Brain if and when he wants in the future.
He traveled with Dawn and Brock in Sinnoh, before parting ways with them in Twinleaf Town. Ash gets all 8 badges, and competes in the Sinnoh conference at the Lily of the Valley Island. He eventually faced his Sinnoh rival Paul in the quarter-finals of the Sinnoh League Festival and finally defeated him, also achieving Top 4, which is currently the farthest that Ash ever gotten in the Pokémon League. But he lost in the semi-finals to Tobias, a trainer with the legendary Pokémon Darkrai and Latios. Despite Ash losing to Tobias in the semi-finals, he was the only trainer to defeat Tobias' Darkrai, and he also became the only trainer to battle his second Pokémon, Latios, and beat it too, but at the "Point of Defeat" —as Tobias obtained all 8 gym badges and swept all of his opponents' Pokémon using just his Darkrai and in the end, he won the tournament by defeating his final opponent.
Ash continues his journeys in the Unova region. Here, he travels with two new companions: a female trainer named Iris who replaces Dawn, and a new male trainer named Cilan, a gym leader who replaces Brock. Ash won all eight gym badges in Unova and then entered the Unova League. Ash was beaten by Cameron in the quarter-finals, and Virgil went on to win the Unova League as he beat Cameron in the semi-finals and Dino in the finals with team Eevee.
Ash then ventured to the Kalos region to challenge the Kalos League. While there he began traveling with the siblings Clemont and Bonnie along with Serena—whom he had met during a summer camp in Pallet Town when he was much younger.
Ash has considerably improved his abilities as a trainer over the course of the series. However, his earnestness and determination remain the same. During the first season of the series, Ash trained to catch more Pokémon than his childhood rival, Gary Oak, although Gary was always shown to be the stronger trainer. He soon began to focus more on each of his Pokémon's abilities. Ash's primary nemesis is a group of antagonists named Team Rocket. Ever since the second episode, "Pokémon Emergency!", two Team Rocket operatives named Jessie and James, along with a talking Meowth, have tried to steal his first Pokémon, Pikachu as well as many others, but have always failed. Despite their constant antagonism, they occasionally put their differences aside and work together against a common adversary, such as in Pokémon: The Movie 2000, where they aid Ash in retrieving the three treasures in order to save the world.
In the video games
editThe only video game Ash has truly appeared in to date is Pokémon Puzzle League, where he tries to become a Pokémon Master. This game was never produced in Japan.
In Pokémon Red, Blue, Yellow, and the remakes of Red and Blue, a character very similar to Ash (named Red) appears as a playable character as well as in cameos in Pokémon Black 2, White 2, Gold, Silver, and their remakes. The anime re-imagined Red as Ash Ketchum, the same way it re-imagined Red's rival Blue as Gary Oak and Ethan (the protagonist of the second generation Pokémon games as well as their remakes) as Jimmy. Although they are counterparts, they are not the same characters because they originate from different canons and thus developed from different experiences. Though Pokémon Yellow has certain plot aspects that were inspired by the anime series, the player character is still named Red rather than Ash.
Printed adaptations
editThe portrayals of Ash in the manga The Electric Tale of Pikachu, and Ash & Pikachu, are very similar to the one in the anime. There are key differences in the manga, though. The Electric Tale of Pikachu is based on Ash's journey up until the end of the Orange Islands travel. Ash is usually seen traveling by himself during the course of this manga although he is joined by Misty and Brock in Indigo sometimes. Misty is the only one to join Ash in the Orange Islands. The Ash & Pikachu manga is similar, although it has the episodes from the anime like "The Fortune Hunters" and "A Goldenrod Opportunity" combined, but with a couple of changes. Manga author Toshihiro Ono cited Ash as one of his favorite characters to draw for the series, stating, "I want to go on a trip with Misty just like him! (And forget about job, rent, etc.)".[6] In Pokémon Adventures, Red depicts his appearance from what he wore in the games.
Critical reception
editThe book The Japanification of Children's Popular Culture cited Ash as an example of cultural identification, with the character going through similar motions players of the games had to in order to progress through them.[7] It additionally emphasized the character's growth and development as the anime series progressed.[8] UGO.com listed Ash fifteenth on their list of "The Coolest Helmets and Headgear in Video Games", stating "Love him or hate him, y’all know Ash Ketchum for his red and white cap".[9] The Guinness Book of World Records 2011 Game Edition lists Ash as coming 37th out of 50 in a readers' poll of their favorite video game characters. [10] However, he has been criticized by IGN for not growing up, never succeeding, and for the ambiguity about his father, noting that the consistency could be seen having nothing as frustrating or comforting for fans.[11]
References
edit- ^ a b "The Ultimate Game Freak". Time Asia. 154 (20): 2. November 22, 1999. Retrieved September 25, 2009.
- ^ "Pokeani Data". Archived from the original on March 21, 2008. Retrieved March 20, 2008.
- ^ Tobin, Joseph Jay (2004). Pikachu's Global Adventure: The Rise and Fall of Pokémon. Duke University Press. p. 16. ISBN 0-8223-3287-6.
- ^ "The Ultimate Game Freak". Time Asia. 154 (20): 1. November 22, 1999. Archived from the original on January 2, 2011. Retrieved September 25, 2009.
- ^ a b "Veronica Taylor interview". Animerica. 8 (6). Viz Media. August 2000. Archived from the original on November 24, 2009. Retrieved December 10, 2009.
- ^ "Animerica Interview Toshihiro Ono". VIZ Media. Archived from the original on May 10, 2000. Retrieved August 5, 2009.
- ^ West, Mark I. (2008). The Japanification of Children's Popular Culture. Rowman & Littlefield. p. 63. ISBN 978-0-8108-5121-4.
- ^ West, Mark I. (2008). The Japanification of Children's Popular Culture. Rowman & Littlefield. p. 78. ISBN 978-0-8108-5121-4.
- ^ Marissa Meli (March 4, 2011). "The Coolest Helmets and Headgear in Video Games - UGO.com". UGO.com. Retrieved March 21, 2011.
- ^ "Wii News: Mario is the best videogame character of all time". Official Nintendo Magazine. February 16, 2011. Retrieved April 28, 2011.
- ^ Lucas M. Thomas (July 7, 2010). "The Pokemon TV Retrospective – DS Feature at IGN". Ds.ign.com. Retrieved April 28, 2011.
External links
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Category:Child characters in anime and manga
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Category:Video game characters introduced in 1997