Kellogg's Frosted Flake Paper AD 1

Product: Kellogg’s Frosted Flakes

Time Period: Published in 1977

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

Target Audience: Basketball Sport Fans, Kids

Type of Claim:

·         Patriotism

• Mentions the U.S in their statistical paragraph and the boy in the ad is holding a patriotic basketball and wearing patriotic clothing.

·          Magic Ingredients

• Mentions “They’ve got a secret toasted-in frosting.” differentiating them from other cereals.

·         Scientific of Statistical Claim

• Mentions statistics on how their cereal benefits health in the U.S..

·         Endorsement of Testimonial Claim

• The boy in the ad could’ve gave a testimonial to how much he likes the cereal.

·         Compliment the Consumer Claim

• Mentions in paragraph that the boy thinks the cereal is an essential by saying, “That’s important to him.”.

·         Plain Folk

• Could be an ordinary boy in the ad appealing to plain folk kids.

Persuasive Appeals:

·         Pathos

o   The ad contains a smiling happy boy eating the Kellogg’s Frosted Flakes Cereal.

·         Ethos

o   The boy in the ad could actually be a boy eating cereal at his dining room table giving a testimony.

·         Logos

o   In the ad the paragraph mention some statistics about how the cereal is recommended as a daily breakfast essential.

Possible Consequences:  

                 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 and have a balanced breakfast by eating their cereal. It could undermine the fact that African Americans like playing basketball. It does create a unrealistic expectation by mention their sugar in the cereal yet it is healthy, a huge contradiction. Racial stereotypes is a possible consequence.