Misleading Advertisement - Kellogg’s Cocoa Krispies Cereal
Product Name: Kellogg’s Cocoa Krispies Cereal
Advertisement Type: Plain Banner Display
Advertisement Target: Both children and their parents
Product Target: Children
Although the ultimate consumers of the product are children, the advertisement target is both the children and their parents.
In order to attract the children, the advertisement includes the funny cartoon. The background is colored in brown, which represents the chocolate. Those children who love chocolate will be addicted in the advertisement and beg their parents to buy one.
When it comes to parents’ final decision, they will concern the beneficial effect to their children, so they advertisement company applied Window effect, and describe the fantastic effect of having the product. Children will gain immunity as soon as they eat the cereal. Moreover, the cereal also provides 25% of daily antioxidant and nutrients, including Vitamin A, B, C, and E.
It is misleading advertisement because it was published at the H1N1 pandemic. When the parents read the advertisement, they may misconceive that the cereal improve children immunity and therefore it can prevent their children from HINI virus. In fact, no scientific research shows that an increase of immunity can free from HINI virus attack. To prevent HINI, the medical professional will advise children to be vaccinated.
Furthermore, the advertisement company claims that as there is increasing amount of Vitamin, thus it will help to increase children immunity. This description is misleading, increasing intake of Vitamin does not guarantee an increment in immunity as immunity ability varies at different human bodies. Different people may have different effect in taking extra Vitamin; some people may have no effect at all.
Advertisement Type: Plain Banner Display
Advertisement Target: Both children and their parents
Product Target: Children
Although the ultimate consumers of the product are children, the advertisement target is both the children and their parents.
In order to attract the children, the advertisement includes the funny cartoon. The background is colored in brown, which represents the chocolate. Those children who love chocolate will be addicted in the advertisement and beg their parents to buy one.
When it comes to parents’ final decision, they will concern the beneficial effect to their children, so they advertisement company applied Window effect, and describe the fantastic effect of having the product. Children will gain immunity as soon as they eat the cereal. Moreover, the cereal also provides 25% of daily antioxidant and nutrients, including Vitamin A, B, C, and E.
It is misleading advertisement because it was published at the H1N1 pandemic. When the parents read the advertisement, they may misconceive that the cereal improve children immunity and therefore it can prevent their children from HINI virus. In fact, no scientific research shows that an increase of immunity can free from HINI virus attack. To prevent HINI, the medical professional will advise children to be vaccinated.
Furthermore, the advertisement company claims that as there is increasing amount of Vitamin, thus it will help to increase children immunity. This description is misleading, increasing intake of Vitamin does not guarantee an increment in immunity as immunity ability varies at different human bodies. Different people may have different effect in taking extra Vitamin; some people may have no effect at all.
The advertisement also provides the nutritional value in detail in order to boost parent confidence in purchasing the product. Those values may be another misleading figure. The daily intake percentage of sugar is marked in star, without providing accurate figure. In addition, the title informs the audience that the cereal can give 25% of daily Vitamin A, B, C and E. The figure only shows Vitamin A and C, but it hides Vitamin B and E.
All in all, misleading figures and descriptions turn the advertisement to be controversial. The advertisement was eventually banned by government, since it includes non-professional medical and nutritional advice.
All in all, misleading figures and descriptions turn the advertisement to be controversial. The advertisement was eventually banned by government, since it includes non-professional medical and nutritional advice.