Event Title
Is Cereal Healthy? An Analysis of the General Mills Whole Grain Guaranteed Campaign
Faculty Sponsor
Brenda DeVore Marshall
Location
Jereld R. Nicholson Library
Date
5-17-2013 3:00 PM
End Date
5-17-2013 4:30 PM
Subject Area
Communication Arts/Rhetoric
Description
This paper examined General Mills’ promotional campaign, Whole Grain Guaranteed, using the Hierarchy of Effects model. The analysis focused on the objectives and tactics used in three campaign artifacts—the Lucky Charms cereal box and two television commercials. Three questions guided the research: 1) Was the campaign able to influence the consumer to purchase the product? 2) How do misleading food labels influence our purchasing decisions? and 3) How do advertising and marketing companies target children as consumers? In answering these questions, the analysis unveiled the maneuvers General Mills used in this campaign to market unhealthy food products as healthy.
Recommended Citation
Martinez, Clara, "Is Cereal Healthy? An Analysis of the General Mills Whole Grain Guaranteed Campaign" (2013). Humanities and Creative Projects. Event. Submission 14.
https://digitalcommons.linfield.edu/studsymp_cr/2013/all/14
Is Cereal Healthy? An Analysis of the General Mills Whole Grain Guaranteed Campaign
Jereld R. Nicholson Library
This paper examined General Mills’ promotional campaign, Whole Grain Guaranteed, using the Hierarchy of Effects model. The analysis focused on the objectives and tactics used in three campaign artifacts—the Lucky Charms cereal box and two television commercials. Three questions guided the research: 1) Was the campaign able to influence the consumer to purchase the product? 2) How do misleading food labels influence our purchasing decisions? and 3) How do advertising and marketing companies target children as consumers? In answering these questions, the analysis unveiled the maneuvers General Mills used in this campaign to market unhealthy food products as healthy.
