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Kellogs Frosted Flake- They're Greattt! ...Are they really n

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by

Michelle Sequino

on 18 November 2016

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Transcript of Kellogs Frosted Flake- They're Greattt! ...Are they really n

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Directed to young kids possibly in the range between 12 and under.
At the end of the commercial the voice over states, “ Go on our website for stories from real kids like you.”
Link to Commercial
http://www.ispot.tv/ad/7wBs/frosted-flakes-show-your-stripes
Part of a Balanced Breakfast?
Fulfills the grain food category but, for every 3/4 cups of cereal there is 11 grams of sugar. Tony the Tiger, is it really "That Greattt??"

“The Endorsement” technique.
Tony the Tiger is the endorser of Kellogg’s Frosted Flakes; he is a fit and active tiger who promotes healthy living to children playing sports in all commercials.
Catchphrase is “They’re Great!”
Kellogg's Frosted Flakes Claims to be:
Codes of Conventions
Kellogg's Frosted Flakes Commercial in Connection to 1984?
Kellogs Frosted Flake- They're Greattt! ...Are they really now?
Part of a balanced breakfast
Good source of vitamin D
Flakes filled with fuel and frost for fun
High Source of Vitamin D?
The vitamin D for every 3/4 cups of cereal is 14% in comparison to iron, B-6 and B-12 that have 44%,40%&55%. Vitamin D is very high as they make it seem to be
Flakes filled with Fuel and Frost for Fun?
The first four ingredients of the cereal are milled corn, sugar, malt flavoring and high fructose corn syrup. The last three ingredients are three different types of sugar. I guess sugar overload is for fuel and for fun? right?
a) Camera Angles: Straight Angle. Some shots are taken from high angle to straight angle
b) Color: The colors orange and blue are seen several times throughout the commercial. Orange= Tony the Tiger, website preview and the stripes. Blue= cereal box, website preview
c) Lighting:Natural Light= Outdoor sports Spotlight= focused on Tony the Tiger
d) Music: There is a jingle playing in the commercial repeatedly singing “Show your stripes.”
e) Voice Over’s: The voice over is a male voice who is speaking to the viewers. The voice itself is very happy and jolly giving the viewers a feeling of excitement.
f) Symbols: The symbol in the commercial is the four stripes that look like Tony the Tigers stripes on his body.
g) Images: There is both cartoon and real life images in the commercial.

“The Image- One of the Crowd” technique
Commercial displays several scenes of active kids participating in different sports.
The theme of an active lifestyle is what producers are trying to sell.
Advertising Claim
Misleading Information
Part of a balanced breakfast so earn your stripes
Chocolate Ration decreased but the party said it had increase
The Face/ Leader/ Endorser
Tony the Tiger
They're Great
Big Brother
Big Brother is watching you
Down with Big Brother
Explicit/ Implicit Message
The explicit message of this commercial is when the voice over informs the viewers that the cereal is part of a balanced breakfast.

The implicit message of this commercial is when the voice over says the cereal is, “Flakes of fuel and frost for fun.”
Advertising Appeal
Full transcript