American people from the 20th century (sass) through the early 21st century (present). Advertising Concepts Advertisements come In many different forms from the paper press, to radio and television, Internet, billboards, and even celebrity branding. It Is used to draw consumer business by creating a need or want for specific products or services . Advertisements have been utilized to target mass audiences as well as target smaller specific audiences. With the continual advancement of technology, advertising techniques will continue to be reinvented even though its purpose has remained the same for centuries.
According to William Barbara, from the Advertising Educational Foundation (20051 advertising can be traced back as far as the 1 sass during the early stages of globalization. Advertisements were printed in newspapers to sell wares from new worlds and sparked dreams of prosperous lives in a foreign country. The circulation life of advertisements is usually short lived as they are replaced often to keep consumers Interested in a product. However, advertisements that are preserved can be useful In piecing together Images of what the society that created them was like (Barbara, 2005).
Kellogg: A Brief History In February of 1906 the Kellogg brothers, Will Keith and John Harvey, established the Battle Creek Toasted Corn Flake Company . When the company created their incredibly successful cereal Toasted Corn Flakes in 1922, they shortened their name to what is known today as the Kellogg Company . On October 6, 1 951, William Keith Kellogg passed away leaving the company solely to his brother John Harvey which explains why the majority of consumer’s only recognize the name and signature of John Harvey.
The Kellogg Company continued forward and now produces and markets a large number of products to include over a hundred different cereals . Kellogg has used various methods and strategies throughout their history to promote the company and Its brands. Their advertisements tend to focus on health, popularity of the time, and family values. They are also well known for offering premiums to market their products. In fact, the concept of Including prizes In cereal packaging actually began with the Kellogg Company . The first premium offered was when they purchased the product in stores .
Their marketing strategy established and produced a countless number of different cereal box prizes throughout the decades . Along with Kellogg advertising methods, the premiums they utilized also low insight in to what society may have been like when they were in distribution. SASS The sass was the time of World War II and was also the time when the United States economy was on track to recover from the Great Depression . In support of the American war efforts Kellogg provided packaged K-rations for the United States military forces. Rice Crispier Treats became a popular food to mail in care packages to deployed service men and women .
Engineering personnel from the military even used the company’s “machine shop to manufacture parts for the Manhattan Project . One of the largest influences of the decade was the introduction of the television commercial. Kellogg advertisements from this era focused on the war efforts and family values. Women started making more of the purchasing decisions during that time, yet the advertisements appear to reinforce the stereotype of women simply being mothers and homemakers. Press advertisements were very wordy, emphasized the idea of “one big happy family’, focused toward white consumers, and “Mother Knows Best” was the company’s slogan. Sass During the sass, industrial manufacturing and home construction was on the sis and the American economy continued to rise . With the sting of the Korean War and the Cold War starting, political styles were a little more traditional and many public Congressional hearing being held. The overwhelming fear of communism, the Red Scare, and McCarthy created a society of conformity with very conservative behaviors yet Americans at the time appeared to be more materialistic than previous decades. The sass lead to the Kellogg Company introducing some of the cereals that are still popular today; like Cocoa Crispier, Corn Pops, Frosted Flakes, etc… Kellogg was ally focusing on health and created the very first high-protein cereal. This decade was also the introduction of “Tony the Tiger as the sportscaster for Kellogg Frosted Flakes” which targeted children on Saturday morning television (Kellogg, 2013, Para. 6). The sass’s was a time of huge expansion for the Kellogg Company throughout the United States. Advertisements from this decade were more simplistic and got right to the point.
Unlike advertisements from the sass, there was a lot less verbiage. Since society in this time was becoming more materialistic, the advertisements seem to focus on getting consumers to try new things. This was, after all, the time of “keeping up with the loner’s” so many people were trying to be the first in the neighborhood to own the latest and greatest. The advertisements started to become more colorful and focused more on reaching consumers on an emotional level rather than presenting facts. There was still no sign of racial integration and white consumers remain the primary target. Sass Society in this decade was more complacent in the earlier years. However, the sass would prove to be a time of great changes for Americans. There was growing racial tension, military involvement in Southeast Asia was escalating, a beloved reserve known. This new generation created an entirely new culture that was outwardly rebellious toward conformity and the conventions of the prior generation . This decade was the start of a new America and the increase of the generation gap with new fashions, free sex, communal living, increasing open use of drugs, and protests.
The 1960 was the beginning of a much more colorful culture. The Kellogg Company began to expand on a more global level and was even a part of the historical Apollo 11 moon landing with the company’s cereal being breakfast for the astronauts. They also introduced a number of new products in theses. It was the earth of Front Loops, Frosted Mini-Wheat, Pop-Tarts, and Kellogg Product 19 (the first 100% fortified cereal) Just to name a few. Kellogg cereal advertisements focused on societies growing interest in nutrition and began to have a more modern approach.
Since the Kellogg were supporters of abstinence and segregation, there is no reference to the colorful society surrounding them in their advertisements . More photographs of the actual products were used and the company focused on making the advertisements more visually appealing. This decade showed an increase of Kellogg funding toward television advertising which can be seen with the immemorial utilizing the very popular band of the time, the Monkeys. Sass and SASS Interest in nutrition was growing ever more prominent in America during the Sass.
The Kellogg Company responded to this by being the first to list the amount of sugar in its cereals on the packages” which is even shown in their advertisements (Kellogg, 2013, Para. 8). This ends up being ironic because The American Dental Association ended up lodging a complaint with the Federal Trade Commission in regards to the sugar content of presented cereals . The company’s response was to begin publishing its nutrition policy and increasing consumer education. The sass brought confirmation about the importance of a diet that includes grain.
Kellogg quickly began making health claims about their high-fiber cereals like Kellogg All-Bran . This decade lead to Kellogg improving its global manufacturing capabilities. The Kellogg Company had always felt a strong social responsibility but finally began to support “non-traditional” social organizations like “the United Negro College Fund and the Statue of Liberty-Ellis Island renewal” (Kellogg, 2013, Para. 9). With the baby-boomer generation growing past the Kellogg Company’s target age audience, sales began to decline.
With the aging market and lack of interest, the late Sass was the end of PEP cereal which had been around since 1923 . The company did not give up though and continued to focus efforts on its cereal brands and ready- to-eat breakfasts. Advertising for the Sass did not change much from the precious decade using basic type print and keeping the same basic television presentations. However, it is a time when we finally start to see some true integration when it comes to advertising.
Gabby Douglas became the first African American Gold medalist in gymnastics and the Kellogg Company rushed in to make a deal for her to be the bookkeepers for their Corn Flakes brand. Sass and sass The Sass were difficult years for the Kellogg Company because of increased competition and reduced sales. However, they remained in the top of the leader Kellogg Institute for Food and Nutrition Research and acquired Worthington Foods which was the top producer of soy-based alternatives .
The company began to focus more effort than ever toward nutrition and health with the introduction of their new lines of cholesterol lowering foods and organic lines to meet consumer demand . Kellogg Company celebrated its 10th Anniversary in 2006, and looks forward to arraying forward the legacy of the company’s founder, W. K. Kellogg, by continuing to provide consumers with great-tasting, high-quality foods and programs that help promote health and well-being. Conclusion Kellogg advertisements changed over the years and reflected the social climate of the times.
