TV commercials of the twenty-first century do not simply persuade potential consumers to buy particular products. These commercials reveal characteristic features of the present-day society. Irrespective of the product advertised, commercial makers follow the trends which exist in society.
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Admittedly, commercials appeal to a particular audience, but this appeal helps understand the peculiarities of this group at a specific period. It is possible to consider Kellogg’s® Froot Loops® new commercial, developed by Leo Burnett USA agency, to take a closer look at the points mentioned above.
In the first place, it is important to focus on the form. The commercial is created in the form of a 3D short animation film (Kellogg’s® Froot Loops®, 2013). It features a new villain, Carl the King Crab, and children’s favorite cartoon character Toucan Sam with his nephews. This is a bright piece which makes which is created with the help of the common 3D technology. Children are accustomed to this technology as many of their favorite cartoons and animation movies are in 3D.
Therefore, watching the commercial is similar to watching the favorite cartoons for the children. The use of music is also suggestive as the music creates an atmosphere of adventure. Besides, the bright colors used in the commercial resemble the bright colors of the cereal advertised. The bright colors of the treasure are associated with the colors of the cereal, which makes breakfast something like a treasure.
It is also necessary to note that the commercial appeals to kids’ strive for adventure. The commercial makes children want to by the package where they can find a map with their adventure. Bright cartoon characters are brought to children’s minds. It is also necessary to add that the commercial also has a valuable message.
It cherishes such values as family, friendship, support. As any other cartoon, the commercial teaches that the good always defeats the evil. This is very important as it is obvious that these values are still promoted in American society. Apart from the message, the commercial introduces children to technology as it highlights a particular website where children can find more fun activities. Eating this cereal becomes a creative and digitalized activity, which is fun and useful.
Admittedly, this is one of the characteristic features of the US society of the early 21st century. Thus, technology is excessively used in all areas of contemporary life. At present, even small children are accustomed to such complex technologies as 3D and the Internet.
Contemporary children spend a lot of time playing computer games, and they also spend a lot of time online. Nonetheless, technological advances have not considerably shaped children’s preferences. Remarkably, children, as well as adults, still want to be entertained and seek for adventures. It is not enough to give food to a child; it is better to make the meal fun and entertaining. Meals turn into a funny game.
In conclusion, it is possible to note that the commercial of Kellogg’s® Froot Loops® can have two implications. First of all, it is an effective commercial that promotes a particular product to a specific target audience. On the other hand, the commercial reflects the latest trends existing in contemporary American society.
Contemporary children are accustomed to the latest technological advances and are keen on using them. It is also suggestive that advertisers try to show that meals can be turned into fascinating games. This helps them promote their products effectively.
Kellogg’s® Froot Loops® Carl the King Crab. (2013). Retrieved from http://vimeo.com/65089474