Ads Identification
I found a box of Kellogg’s Mini-Wheats while browsing my local grocery’s cereal section. It immediately drew my attention since it was cleverly positioned at eye level among other cereals. I could not help but wonder if it was geared at somebody like myself, a college student who occasionally struggles with making healthier eating choices. The branding of the advertisement appealed to the audience’s demand for a cereal that does not sacrifice flavor while delivering a supposedly healthier choice – Mini-Wheats cereal in brown sugar flavor. The color palette, typefaces, and general design looked to be aimed at a younger, more health-conscious clientele.
Linguistic Message
The linguistic message included inside the picture is made up of multiple textual pieces. Firstly, there is Kellogg’s logo, a sign of brand identification. The product is called “Mini Wheats,” and the flavor is called “Brown Sugar Flavor.” The tagline also says, “Very high fiber: made with 100% whole grain,” expressing the product’s nutritional qualities and appealing to people looking for a better cereal alternative.
Unencrypted Visual Message
The unencrypted visual message in this image is mainly focused on the product representation. A visually pleasing dish of Mini-Wheats submerged in milk is in the center, joined by a cluster of wheat ears, the principal ingredient. A little mascot of Mini-Wheats is adjacent to the “Mini-Wheats” label, perhaps creating a sense of friendliness and approachability. This image is set against a reddish and dark brown background, with red, white, and green highlights. The composition is densely packed with information and leaves minimal empty space.
Encrypted Visual and Linguistic Message
The box promotes several underlying values that are meaningful to the viewer. The first message is the need to make health-conscious decisions: a bowl of cereal in milk, along with text highlighting high fiber and 100% whole grain, tries to visualize the idea of a nutritious and wholesome breakfast. This appeals to the current trend of fitness and healthy living, targeting individuals to become more conscious of the value of their nutritional choices.
Another focus is convenience; the neatly organized cereal dish is an easy and quick breakfast alternative, corresponding to the fast-paced lives commonly associated with college students. The box’s lack of clutter is another nod towards a hassle-free breakfast. The color palette, particularly the red background, conveys excitement, enjoyment, and indulgence. It implies that health does not have to be dull or flavorless.
As for myths, the most apparent is the concept of a “perfect” breakfast. The beautifully assembled bowl of Mini-Wheats in milk offers an idealized vision of what breakfast should be: cleanly presented, nutritionally balanced, and aesthetically attractive. Kellogg’s is also interested in promoting the message that eating this cereal would result in instant health and energy.
The cereal’s link with “very high fiber” and “100% whole grain” tries to convey that the customer is taking an essential step toward a better living by purchasing this product. While these statements may be accurate to some extent, cereals are also relatively high in added sugars, and excessive sugar intake can lead to weight gain and an increased risk of chronic diseases (Liu et al., 2020). The Mini-Wheats’ packaging simplifies a complicated link between nutrition and health, perpetuating the myth that this cereal alone is a miracle cure for dietary issues.
References
Liu, S., Munasinghe, L. L., Öhinmaa, A., & Veugelers, P. J. (2020). Added, free and total sugar content and consumption of foods and beverages in Canada. Health Reports, 31(10), 14–24. Web.
Kellogg. (n.d.). Mini-Wheats® Brown Sugar Flavour Cereal. Web.
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