What’s the most frightening thing to a child? The pain of being the outsider, of looking ridiculous to others, of being teased or picked on in school… - Anthony Bourdain

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What’s the most frightening thing to a child? The pain of being the outsider, of looking ridiculous to others, of being teased or picked on in school. Every child burns with fear at the prospect. It’s a primal instinct: to belong. McDonald’s has surely figured this out — along with what specific colors appeal to small children, what textures, and what movies or TV shows are likely to attract them to the gray disks of meat. They feel no compunction harnessing the fears and unarticulated yearnings of small children, and nor shall I. “Ronald has cooties,” I say — every time he shows up on television or out the window of the car. “And you know,” I add, lowering my voice, “he smells bad, too. Kind of like … poo!” (I am, I should say, careful to use the word “alleged” each and every time I make such an assertion, mindful that my urgent whisperings to a two-year-old might be wrongfully construed as libelous.) “If you hug Ronald … can you get cooties?” asks my girl, a look of wide-eyed horror on her face. “Some say … yes,” I reply — not wanting to lie — just in case she should encounter the man at a child’s birthday party someday. It’s a lawyerly answer — but effective. “Some people talk about the smell, too… I’m not saying it rubs off on you or anything — if you get too close to him — but…” I let that hang in the air for a while. “Ewwww!!!” says my daughter. We sit in silence as she considers this, then she asks, “Is it true that if you eat a hamburger at McDonald’s it can make you a ree-tard? I laugh wholeheartedly at this one and give her a hug. I kiss her on the forehead reassuringly. “Ha. Ha. Ha. I don’t know where you get these ideas!” I may or may not have planted that little nugget a few weeks ago, allowing her little friend Tiffany at ballet class to “overhear” it as I pretended to talk on my cell phone.