rhetorical analysis of the Alien Fruit Monster rough draft

Sarah High

SEGL 102

Mrs. Thomas

January 28, 2013                          

            "Kellogg's Froot Loops" TheIntriguing Tactics of the Alien Fruit Monster

            For decades the colorful idle Toucan Sam, who is known for his majestic sense of smell, has embraced the covers of “Froot Loops” cereal boxes and numerous commercials.  Although Toucan has changed over the years he has been a successful method in advertising for Kellogg’s “Froot Loops.”  In addition to the explicit storylines and details in every commercial, no one can deny Toucan’s welcoming disposition.  Because of the creative strategies within Kellogg’s marketing their designs were expanded to include Toucan’s nephews, and they continue surprising the world with refreshing tactics to further entice the young.                                        ,      Although Kellogg’s is a well-known company who has established consumer relationships, the marketing creators took on a challenge to develop a series of cereal commercials to ultimately advertise for a limited time sell of “Alien Berry Froot Loops.”    Kellogg’s is able to grab the attention of parents and children while proving they appeal emotionally to those watching through artful manipulation, repetition, and three-dimensional gimmicks with vibrant colors while establishing their credibility throughout, and enhancing the main statement effectively using hyperboles that “Froot loops is full of the ultimate fruit flavor and a part of a nutritious breakfast.”  At the same time a hidden message is composed contrasting greed and generosity.  Because of the abundant amount of creativity that was put into the commercials, children are left in anticipation, and flocking to their parents to purchase a box of the “ultimate taste of Kellogg’s Froot Loops.”

            The series was crafted is an artful and kid friendly manner to show Toucan Sam and his nephews being taken by surprise with a visit from an unpleasant alien monster searching for their favorite cereal.  Once located, a rapid pursuit occurring between Toucan, his nephews, and the Alien Fruit Monster arise in order to keep the “Froot Loops” away from the alien.  But because the sneaky creature was able to acquire the cereal, a new assortment was created, and in response he turned into a friendly, sharing fruit monster.

            Within every commercial the producers are able to manipulate the viewers based on actions between the characters and rewards offered from Kellogg’s.  The way the commercials are laid out, starting with the alien saying “I’ve come for the ultimate taste of Kellogg’s Froot Loops” children are able to see that the alien has come from far away to desperately encounter the fruit taste.  Through these actions their awareness arises to the fact that this cereal must be delicious, and is the start of the message Kellogg’s wants to achieve.  

            Toucan was kidnapped because he wouldn’t give up any of his cereal.  At the end of the commercial a website is offered to get a poll from viewers on whether or not the alien fruit monster should have some of the delicious fruit flavor in order for Toucan to be rescued.  Because the writers chose to market the commercial this way a few things are occurring.  Kellogg’s is using this manipulation to shock the parents and children with the unknown future of Toucan while having them involved with helping to possibly save him.  When the commercial goes off, viewers are left in anticipation wanting to find out the future of Toucan and his cereal. 

            On the second part, Toucan was rescued by his nephews because the viewers chose to save him by giving the Alien Fruit Monster some “Froot Loops.”  Now the children are excited because they saved Toucan!  What’s better than knowing the fruitful character is safe from harm?  A personal “Toucan Bendy toy” offered in select boxes of “Kellogg’s Froot Loops.”  Once again, because parents want their children happy but healthy, they will go out and purchase another box.  After all, this time you get three things in one, a healthy breakfast, a cool toy, and happiness.

            The third and fourth commercials offer the same sequence of events.  But this time the monster stole the box of cereal from Toucan’s tree house.  The website is offered again, with “ask your parents for permission” being the last statement emphasizing the fact that nothing is ok to do without asking your parents beforehand.  While on the website children can keep track of the whereabouts of the monster and cereal.  Each time they are able to explore the Toucan Sam website, they are engaging in the exciting life of Toucan while allowing a bonding opportunity between parents and children, and at the same time seeing the other Kellogg’s products being advertised.

            During the last commercial the manipulation being used throughout the sequence of events is being heightened with the outcome of the Alien Fruit Monster.  By the time Toucan and his nephews locate the greedy creature he is gobbling down their entire box of “Froot Loops” creating a new and improved monster while popping out the new “Alien Berry Froot Loops.”  Kellogg’s makes sure they have written in big letters under the new box “FOR A LIMITED TIME ONLY” to show these won’t be on sale long, and parents should hurry and buy a box of the friendly fruit flavor. 

            Because the alien fruit monster repeated the key line in every episode, Kellogg’s further enhances their message being that “Froot loops are full of the ULTIMATE fruit flavor and a part of a nutritious breakfast.”  The repetition starts with the alien demanding, “I’m finally here, and I’ve come for the ULTIMATE flavor of froot loops!”  And in each commercial thereafter he changes his phrase a little with continuing the emphasis the word ultimate.  For example, “YUMM the ULTIMATE fruit taste must have more” and “The ULTIMATE fruit flavor” the alien wants the viewers to know how delicious these are and once you have had the taste you can’t resist them.  “Froot loops” is ultimate; it is top notch that nothing can beat.  

            On top of using manipulation and repetition to sell this cereal, Kellogg’s also uses detailed vibrant colors and three-dimensional effects.  In every commercial hard work was put in to details from the fruit on the trees, the lemon steps on the alien’s spaceship, down to facial expressions of fear and anxiety.  The scenes were also designed three-dimensionally giving the effect of experiencing what Toucan is.              

Outline and Thesis statement for Rhetorical Analysis

Thesis:  

Throughout this elaborated advertising series, Kellogg’s is able to establish their credibility by the usage of the rhetorical character Toucan Sam; the artful manipulation, repetition, and three-dimensional gimmicks with vibrant colors further enhance their message and enable children and parents alike to be psychologically devoted.

 

Outline:

Introduction paragraphs: brief Introduction to the commercials and who Toucan Sam is

                                                                Thesis statement

Body of paper: 

                               Ethos:  The usage of a reputable character everyone knows develops ethos for the children, as well as saying “Ask parents for permission”, and “its part of a nutritious breakfast” develops the ethos for the parents.

                                Pathos:  this commercial appeals to the children’s emotions  by:  Keeping Toucan and the cereal in danger-they feel they have to help him, the commercial manipulates children by wanting them to get involved with helping, and then they are offered bribery for doing so.  Using the three-dimensional artwork, makes those watching feel like they are in Toucan and the monster’s position, like they are involved with what is happening. Seeing the happy expression on Toucan’s face when you see the cereal boxes compared to him being in distress when he is being kidnapped, and seeing how upset toucan and his nephews are.  Using “Who, What Where how?”  “What do we do? Where did it go”?  With the monster turning good at the end and making the new cereal, it makes children feel because he turned good the cereal must be amazing.

                                  Logos:  through repetition of “The ultimate fruit flavor”, the artwork shown like the fruit on the trees, the froot loops on Toucan’s curtains and couch, the lemon steps on the alien’s ship the message that Froot Loops is full of fruity flavor is clearly displayed.  “Best fruit flavor on this side of the Milky way” “They are out of this world.”     

 

Conclusion: 

basic questions for rhetorical analysis

Who is the Author/Speaker?:  The speaker in these Fruit Loops commercials is a typical speaker that has been heard in many Kellogg’s cereal commercials.

Ethos: What perspective and biases does the author bring to the text?  not only by the bright and colorful backgrounds, but through words from the alien, that Kellogg’s fruit loops cereal is the best cereal filled with the ultimate fruit flavor, and from the panic toucan and his nephews have when it is stolen, Kellogg’s is saying that Fruit loops are full of fruity flavor and full of nutrition . What does the author do within the text to establish credibility?  Toucan Sam is Kellogg’s fruit loops icon.  He is vibrant and when children see him, they associate him to the cereal.  Kellogg’s also establishes credibility because when showing the website for the children to get involved, they make sure they emphasize to ask parents for permission before getting on it.

What is his/her intention?  To persuade children to want this cereal, and for parents to allow their children to have it.  What does he or she hope to accomplish?  Kellogg’s hopes to keep the children’s attention by getting them involved in finding Toucan and then the stolen cereal through a website offered, and through extending the story line.  In the end they want the children to try the new cereal as a result of the fruit monster…but to keep buying fruit loops cereal.

What is the message?  That fruit loops is tasteful and good for you.  Can you summarize the argument?  The authors argument is that fruit loops is so good that even an evil alien from another planet will do anything he can to get its yummy taste…but in actuality fruit loops is so good that it can change the alien from evil and shellfish to a kind and sharing alien.                                                                                                                                                                                                                               Logos: What reason’s and evidence does he or she provide to prove this claim?  Using the alien desperate for the fruit taste of the fruit loops gives the audience the understanding that if an alien wants them, they must be good.  What basic claim is the author making?  That fruit loops is full of delicious fruit flavors no one can resist.  How appropriate and convincing is the author’s reasoning and evidence?  Using the bright colors and story line is very convincing.  Children look at the commercials as being fun and interacting, and because they love the commercials, they want the cereal. 

Who make up the audience?   The commercials are not only directed towards the children, but to the parents as well.                                                                                                                                            Who is the target audience?  The children.  Are there secondary audiences? The parents are also another audience.                                                                                                                                                                Pathos: What does the author do to appeal to the audience's emotions, values, or experiences?  The author using the bright and vibrant colors to catch the attention of the children, it also gives the children a chance to get involved with what will happen by offering their website, and the use of the alien grabs the children’s attention.  Children are shocked about him coming to find the cereal, and by the last commercial they see the newly remodeled alien because of the cereal, and are excited to go get the new cereal.  By saying “It is the fruity part of the nutritious breakfast” Parents see that not only is this a cereal their children will love, but it is healthy too.  What is the audience's attitude towards the subject matter?   They want it!  How does this attitude affect the way the author presents his or her message? Kellogg’s knows the purpose of a commercial is to sell the cereal.  Because children are the target audience, Kellogg’s  want to make this about the kids.  They want to do something to get their attention, and by this commercial, they have dome just that.

What is the form/structure/medium in which it is conveyed?

What is the structure of the communication; how is it arranged and organized?  It is arranged in a story, its like a miniature cartoon that keeps the kids waiting and wanting to see the rest of what will happen.   What is the sentence structure like in the text? It’s a conversation between Toucan, his nephews, and this alien.  Does the writer use fragments or run-ons? Are there any patterns in the sentence structure? The patterns formed are when the alien said “the ultimate flavor of fruit loops”  “the ultimate taste”  Can you make any connections between the patterns and the writers' purpose? The writer’s purpose is to sway the audience in believing that fruit loops cereal is FULL of the ultimate fruity flavor…With the alien saying it, it must be true.

Which persuasive and rhetorical devices are used to accomplish the purpose?

How does the author or speaker appeal to reason? to emotion? The author intetwinds his words to connect with the children, and to get them worked with anticipation.  What kind of style and tone is used and for what purpose? The tone is very energetic, it puts a thought of panic with the children at first on whats happening, then as the commercials play out the children calm down.  The panic is there because toucan has been kidnapped by the alien, and children want to do everything in their power to save him.  When they know they did what they could to save him, they are excited now.  In the third commercials children get panicked again when the alien steals the cereal.  The children don’t want the cereal to be gone forever, but when it is saved, they are once more calmed down.  

Introduction

     Hi all!  My name is Sarah High, and I am a freshman nursing major.  I started school a bit late in life because I chose to have my first child at seventeen, and well I now have three boys and a stepson.  I am surrounded by a house full of boys who keep me busy!  My life is about them, but feel God has led me to nursing where I want to make a difference and save lives.  Some people look at me like I am crazy because I have all these boys and I am going to college, but I like a challenge.  I know what God will allow me to handle, I always rememer, "I can do all things through Christ who strengthens me!"
     I had Mrs. Thomas for English 101, and learned so much more about myself through my writing because of her and her patience. At first I wasn't able to get her this semester, but an opening finally came open for her 102 class, and I snagged it.  I enjoy her teaching style, and look forward to this semester learning more and taking on more challenges.  I also look forward to getting to know my classmates and learning from them as well.  I pray each and everyone has a wonderful spring semester and remaining college education.
    

Analysis of a text: Fruit Alien Fruit Loops Commercials

The text I am choosing is a series of fruit loops cereal commercials.  Four commercials we made and aired over a period of time.  The first commercial was about a fruit alien coming to find some of the fruit loops, and when tucan sam didnt have any with him, this evil alien kidnapped him. At the end of the commercial, the writer wants to get the people watching a chance to get involved. A website is offered to get in votes whether or not tucan sam should be saved by giving into the alien and giving him some fruit loops.  In the second commercial, tucan's nephews are coming to the rescue with the fruit loops, allowing tucan to escape. Because it was voted to give the alien the fruit loops, Kellog's offers a neat bendable toy as a "Thank You" for helping. In the end, this fruit monster is running after tucan and his nephews saying he wants some more of the yummy fruit flavor.  A third commercial was made  after this.  It begins with tucan and his nephews continuing to run from the alien trying to get more of the fruit loops.  After tucan runs into their treehouse, the fruit alien sneaks and breaks into the window and steals the box of cereal.  The fruity birds are now worried and dont know how they are going to get their yummy cereal back.  Once again, Kellog's is giving a chance to get ivolved by going to another website offered.  This time, searching for the alien monster and box of fruit loops. In the final  commercial, it begins with a summary of what happened on the third commercial.  When Tucan and his nephews find the fruit alien, he is dumping a whole box of the fruit loops in his mouth.  Just as he is saying how wonderfully fruity they are, he is turning into a nice and sharing alien.  In the process of turning, he spits out the fruit loops, which turn into Alien Berry fruit loops, which have specks of various colors on each loop.  The commercial end with the newly nice fruit alien saying that he now wants to share these with everyone. 

http://www.youtube.com/watch?v=K3cvhkcYB-I
http://www.youtube.com/watch?v=ljAc3NRDv6w&NR=1
http://www.youtube.com/watch?v=sZsjVlaIhcc&NR=1
http://www.youtube.com/watch?v=PbYpoWPB9lo