Benedict Advertising - Business Building Solutions

by Ashley Kelly

Last month The Kellogg Company announced that it would be phasing out advertising for products targeted toward children under age 12 unless the foods meet specific nutrition guidelines for calories, sugar, fat and sodium. Foods that don’t meet the new standards will no longer be advertised to kids on television, radio, the Internet, or in print.

It’s a voluntary change that will be put in place over the next year and a half and will apply to about half of the products Kellogg markets to children world wide. In the last several years, health officials have repeatedly warned that the steady stream of food ads aimed at children is contributing to the number of overweight or obese children, which has soared over the last four decades.

So, is Tony the Tiger, Toucan Sam, and Snap, Crackle and Pop out of the picture for good? Well… probably not. Kellogg’s is giving themselves until 2008 to reformulate their cereals so that they’re able to meet their new nutritional guidelines and keep the advertising icons. However, my question remains: if parents are so concerned about their children being fat then why are they feeding them junk? At what point do parents take some of the blame upon themselves for stocking their cabinets with sugary, fatty snacks?

by Brenna Lewis, Account Coordinator

A great quote from Uncle Ben, no not this Uncle Ben, but Uncle Ben from the movie Spider Man. Spider Man 3 hit movie theaters earlier this summer, but this statement could not ring any truer for advertisers, on a daily basis. Advertising has an ever-growing presence and frequency in the everyday consumer’s lives. Advertising is no longer restricted to your television or newspaper, but now can be seen on your cell phone and in our schools. Often the place of ads is questionable such as Cialis ads during the Super Bowl XLI where many children were exposed to their fist sexual innuendo of the football being thrown through a tires swing. Not only are consumers’ needs being met but they are also being created. So what are we convincing consumers to buy? Diet Programs such as Nutri System and face-lifts with Botox injections, or is a deeper message being sent that the consumer is too fat or too wrinkled to be accepted and therefore we need to encourage low self-esteem to move products. Playing the devil’s advocate is far to easy in the ethical debate. I agree that finding that fine line to walk is not easy in this business. Even when trying to be environmentally conscience by supporting hybrid cars like the Toyota Prius or the Honda Civic Hybrid they are still selling a foreign made product. So I propose this, that the conversation between consumers and advertisers always be maintained as a two way street. That the responsibility really does fall onto both parties harness the power of the people, as it has in the past. Advertisers are no longer trying to sell cigarettes to children anymore with clever cartoons like Joe Camel. The industry has been through some amazing some of which are now dramatized in the AMC original series Mad Men set in 1960, when advertising agencies were an all-powerful influence on the masses.

So, I have to ask do you feel powerful?