Kellogg's Frosted Flakes Video AD 4

Scott Wolf Kelloggs Frosted Flakes Commercial 1991

https://youtu.be/zor5G-dkwQ0

Product: Kellogg’s Frosted Flakes

Time Period: Published in 1991

Purpose: Kellogg’s convincing people to buy their cereal.

Target Audience: People who like the sport of tennis.

Type of Claim:

·         The Vague Claim

o   The slogan, “They’re GR-R-REAT!” is not really separating the product from others. A lot of cereals are great.

·         Plain Folks

o   The message is to let people overcome their fears, the commercial tells the person to bring out the tiger in you. “You,” can mean any reserved, or fearful person from any ordinary family.

·         The Endorsement or Testimonial

o    The tennis player Scott Wolf, was featured in the ad.

·         The Compliment the Consumer Claim

o   Tony mentions to the celebrity that the cereal will , “Bring out the tiger in you,” against the other good tennis players.

·         The Water is Wet Claim

o   The commercial mentions that Kellogg’s Frosted Flakes can be used as part of a good breakfast. Any cereal can be part of a good breakfast, but it doesn’t mean another cereal isn’t.

Persuasive Appeals:

·         Pathos

o   The tiger is a cartoon, the encouragement the tigers gives, and the smiling in the commercial which would strike a happy emotion.

·         Ethos

o   The tennis player Scott Wolf, was featured in the ad.

·         Logos

o   No logos is used.

Possible Consequences:

A possible consequence is dislike for the celebrity. If someone doesn’t like the cereal; people take celebrities into consideration so if someone is a fan of the celebrity presented and the cereal doesn’t meet up to the expectations that had for it, it’s bad publicity for the celebrity as well as the brand Kellogg.  Message can be unrealistic, Kellogg using the slogan, “They’re Gr-r-reat!” can be misleading.  The ad is socially responsible, due to the fact that it’s targeting a sports audience. So for them to market their cereal is telling sports fans and kids to get active. The ad can undermine social change because of the racial pairing to the sport. Like, white people are good at tennis.