Kellogg's Frosted Flakes Paper AD 4

Product: Kellogg’s Frosted Flakes

Time Period: Published in 2012

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

Target Audience: Baseball Sport Fans

Type of Claim:

·         The Vague Claim

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

·         The Endorsement Claim

• A celebrity sports player is featured on the ad.

·         Bribery

• The ad offers a free baseball player poster when you buy the cereal.

Persuasive Appeals:

·         Pathos

o   The tiger is a cartoon which would make kids happy and the baseball play, Ken Griffey, is smiling which strikes a happy emotion.

·         Ethos

o   Uses a famous baseball player, Ken Griffey, from the Seattle Mariners as their credibility source.

·         Logos

o   Mentions FAT FREE, meaning the cereal is healthy.

Possible Consequences:

                                 Hate on 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 and have a balanced breakfast by eating their cereal.   The ad can undermine social change, because they feature a black baseball player on the cover, which can mean that change is happening compared to their ad in the 1950’s, which featured a white baseball player.