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.