As a continuation of its campaign to have "McJob" (defined as "a low-paying job that requires little skill and provides little opportunity for advancement") removed from dictionaries, McDonald's has recently taken its fight overseas with a new "McSpeak" campaign, making posters with titles like "McValued," "McRespected," and "McBenefit." Now author Douglas Coupland—who coined "McJob" in his novel Generation X—has responded with a letter for Radar, saying:
Dear Ronald…
McJob? For God's sake, that was 1991…. Strike while the iron's hot.
For what it's worth, thanks for taking the prefix "Mc" from my proud Scottish heritage and turning it into a signifier for all things, well … Mc. You know exactly what I mean, bun boy.
I still eat your burgers,
Doug
Up next for McDonald's: A campaign targeted at that rumor you heard in fourth grade about how the burgers are made out of worms and the shakes are ground-up cow eyeballs.