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A GreatSourceofFat
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Original Advertisement:

Danielle Snyder
Professor Kurlinkus
ENGL 3183
10 February 2015
Subvertising Pitch

My subvertising campaign targets the general unhealthiness and detrimental effects of

sugary cereals, more specifically the Kelloggs brand. My four advertisements have been created
ultimately to reveal Kelloggs contributions to leading an unhealthy lifestyle, particularly in
children, focusing on two of their most popular cereals: Froot Loops and Frosted Flakes.
My first subvertisement shows a typical box of Frosted Flakes with a young child looking
up to an overweight Tony the Tiger. The focal point here clearly is Tonys obesity, his body
chunky and distorted from his usual physique. The young boys eyes create a vector straight to
Tony, almost as if he were looking up to the tiger for guidance. This line of sight consequently
creates a sense of pathos; the audience wants the best for the boy, but with Tony standing in as
his role model which the subvertisement portrays, his future seems to be jeopardized which the
audience protests against. This covert ploy is based upon a previous ad of Kelloggs, twisting its
fanciful ideals of leading a healthy lifestyle by eating Frosted Flakes into reality; nothing more
will result from eating the cereal than gaining unnecessary fat. Likewise, to reinforce this
statement, the logo of Kelloggs is changed to Killoggs, allowing a bit of logos to flow into the
subvertisement through its implications of kill. Tony the tigers up pointed finger accurately
creates another vector to direct the audiences vision to this new logo.
My second subvertisement shows Toucan Sam merged with the body of Uncle Sam,
stating, Toucan Sam Wants You. This overt display is designed to confront the audience;
Toucan Sams eyes and pointed finger are all directed towards the viewer, creating a vector
straight out of the subvertisement. Toucan Sams face is the focal point; his head has a startlingly
contrast against Uncle Sams body, bringing two eras and therefore two references together. This
illustrates pathos in the recognition of Uncle Sam and remembering him fondly, as well as a
sense of ethos since Uncle Sam is credible and respected figure. However, Toucan Sams shirt is
superimposed with the text sugar over and over, letting the audience know his exact reasons for
wanting them: to consume his sugary cereal. His gaze is a demand, not an offer; Toucan Sam
wants your consumerism. In the background, the logo Killoggs is again present, along with the
bowed text over Toucan Sams head. The texts downturned edges are designed to bring the
audiences focus back to Toucan Sam and his demands. White space around Toucan Sams
figure is also designed to credit him with the sole focus.
My third subvertisement shows an overweight young man lying on the couch with a bowl
of Frosted Flakes on his protruding stomach with Tony the tiger jumping up in the background
that Theyre Gr-r-reat! This subvertisement has a couple focal points. Initially, the audiences

gaze is drawn to the brightly colored Tony, jumping in excitement, but after one follows the
vector of Tonys arm and body, one discovers the consequences of eating said sugary cereal via
the obese young man on the couch. This, like the subvertisement before, is overt, although this
one includes some direct, explanatory text. The bottom of the picture reads, A great source of
fattening sugar for everyone! This is designed to directly inform the audience of the side effects
of eating Kelloggs sugary cereals, reinforcing the images visual effect. Likewise, the image of
the boy on the sofa induces pathos; the audience cringes at his figure, inferring that if they eat the
cereal or food that he eats, they will become to resemble him. This subvertisement holds a lot of
irony; the advertised, fit, energetic Tony the tiger seems at odds with the lazy, overweight,
sleeping boy on the couch; it induces logos, or logic for the situations consequences. Similarly,
the separate forms of Tony the tiger and the boy seem to be almost in separate spheres: an
animated fantasy and a grounded reality.
My fourth and final subvertisement illustrates a box of Froot Loops sitting on an
everyday, ordinary kitchen counter with the text above it proclaiming, Look for a surprise inside
every box! As my interactive subvertisement, the cereal box folds open to reveal its list of
ingredients inside, written in a chilling, ominous font to indicate their non-nutritional value and
lack of majority natural ingredients. In this case, the lines of the cabinets and the countertop all
act as vectors towards the focal point of the cereal box. The text also acts as a motive for the
audience; its pathos encourages curiosity to find out what the surprise in every box actually is.
The list of ingredients inside also contributes to the overall message of the subvertisement; the
ingredients are multi-colored to mimic the colors of Froot Loops but are printed in a terrifying
font. Their colorful contrast provides an innocent yet ominous feel, almost coming off as a false
front. The background of the kitchen counter in the subvertisement is meant to mimic an
ordinary, every-American, family-friendly type of setting; a setting in which a box of Kelloggs
sugary cereal might be lurking. As always, the Killoggs logo hovers in the middle of the box,
serving as a warning for what lay inside.
Throughout these four subvertisements, the message is clear: Kelloggs cereal is
unwholesome and ultimately a hazard to the healthy and fit lifestyle that it proposes one could
fulfill due to the consumption of its product.