Cereal is a common breakfast choice for most Americans, young and old. The convenience and variety of flavors makes it hard to turn down. Oddly enough, cereal has not always been thought of as one of the top breakfast food choices. The invention of the breakfast cereal and the marketing to sell the new idea may go back farther in time than one could expect.
In the late-nineteenth century, most Americans enjoyed a diet full of meat and fatty- foods, such as steak, pork, fish, or poultry (Green, 2007, p.50, 53). Oatmeal, porridge, and gruel were not eaten on a regular basis. Boiled cereals were prescribed by doctors for the very young, elderly, or sick (2007, p. 53). People in this era believed that any foods that did not include meat were not of good nutritional value. A meal that would be thought to be prepared for a manual worker was being eaten by upper class individuals who had little to no activity. Such a diet caused what Gerald Carson would call “the great American stomach ache” as reported by Green (2007, p. 50). Food activists came to the conclusions that the only way to solve such conditions was by a nutritional reform. A variety of the social and mental disorders was thought to be caused by poor diets (2007, p.50). Among these food activists was Sylvester Graham. Graham believed that the way to solve the variety of digestive and social problems was by in taking cold raw fruits and vegetables no more than twice a day, limited water and meat, and a strong emphasis on cereal products made with whole grains (2007, p.51).
C.W. Post was an entrepreneur who suffered from various digestive disorders in his life. (Green, 2007, p.53). Post was not thought of a genius in his time because of the breakfast cereals that he invented, but in the marketing of his breakfast cereals. Post used testimonials from celebrities and common individuals who ate his cereal. He also used the healthy life approach by showing his breakfast cereals as part of a complete and healthy lifestyle as medicine in one sense (2007, p.54). This marketing tactic caught on and continued clear through the twentieth century.
Another way of advertising that is still relevant today is “trickster-style” advertising. This style of advertising uses the idea of competition for valued-food (Green, 2007, p.57). The value-food is obviously the breakfast cereal. This idea replicates the tricksters myth. This trickster are always hungry for the cereal and are willing to do anything to get it (2007, p.57). Trix cereal is one known cereal that uses this idea. The rabbit does any and everything in order to steal the bowl of Trix from the children. In the end, the Trix are always stolen back by the children. Disguising or mistaken identities are another motif involved with trickster tales (2007, p.58). The Trix rabbit has also followed this mythical idea as well. He may wear a mask or a costume in order to steal the desired cereal. Another form of trickster advertising is the culture hero mythic figure whom provides humanity with something useful (Green, 2007, p. 58). Tony the tiger is an example of a culture hero. Tony the tiger is the mascot for Frosted Flakes. Commercials portray Tony giving his cereal to kids who after eating the cereal are able to do the things that they could not do before, such as make a basket at their basketball game, or make a goal at their soccer game. Cereal tricksters either compete for the cereal themselves or bestow the cereal on the consumers (Green, 2007, p. 61). Tricksters may also engage in the manufacturing of the product (2007, p.63). Characters like Snap, Crackle, and Pop are shown on their advertisements making the cereal and adding magical ingredients to the cereals.
The history of advertising in cereal has made use of mythological and mystical symbolism (Green, 2007, p.64). Even though most children and probably most adults do not realize the consistency in the advertisement of most breakfast cereals, it does exist. Why is the public so attracted to the more mystical ideas of advertising that the tricksters portray? It is thought that if a cereal product has a memorable catchphrase and a likeable mascot, they will be accepted (2007, p.64).
Green, T. (2007). Tricksters and the marketing of breakfast cereals. The Journal of Popular Culture, Vol. 40, No. 1. 49-68.
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When I was in high school, I don't know if I would have made it without cereal every morning. I always had to have Froot Loops when I was little because of the toys you got.Advertising on the boxes certainly is one of the resons so much cereal is sold in this country.
ReplyDeleteI believe that cereal really started the food sdvertising frenzy. As a child in the 70's cereal commercials are the only food ones I can recall. Ops, I just remembered the b-o-l-o-g-n-a jingle. When I think of early commercial wars I think of cereal. So that is how Trix is for kids got its name.
ReplyDeleteTricksters are the heart of the American Cereal industry. When my kids go down the cereal isle they do not run for the store brand box, they run for the Trix Rabbit or the Count Chocula Box. I used to work at a cereal factory and know the "tricks" that they use. Most of the time and I say MOST, the cereal in the Trix box is the SAME cereal that is in the fruity shapes box right next to it. They are made and packaged at the same plant with the same ingredients. For example, all Kelloggs cereals that are made with peanut butter are made at the Ralston cereal plant in Lancaster, Ohio. The same cereal that they put in the Kelloggs box goes right into the Aldi, Kroger, Wal-Mart, Meijer and Foodlion boxes as well. But try telling your kids that the cereal is the same...this is why the higher price cereal sells, not because it tastes better but because the Mom in the grocery store doesn't want to stand around arguing and fighting with their child as to why they can't have the box with the white rabbit on it. Good Article!
ReplyDeleteWho knew such conflict with cereal? I myself have eaten cereal off and on for years. Now, I have replaced all sugary cereals for Kashi Organic cereal. I completely understand that a breakfast full of egg and breakfast meat is not the best choice for a truly healthy diet.
ReplyDeleteAshley, this is a great posting! When I was growing up the only thing I would eat is cereal! I still eat a lot of cereal just for a snack but it is crazy how cereals have such an affect on kids! In marketing classes that I have takend we always talk about cereal because it is the number one thing marketed to kids. From the way they position the kids cereals lower to floor to be at their eye view, to the colors, chararcters, toys, and eye catching boxes! Cereals definitely get kids attention, I think that cereal has become much more popular with adults also! The new healthier Speacial K, SmartStart, and similar "healthier cereals" are now very popular! Overall cereal companies definitely know what they are doing when it comes to marketing cereal!
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