(Rice Krinkles, 2006) (Froot Loops, 2009)
The HistoryCHAPTER 1
• First mascots
• Affect on sales
• Popularity
• Advertisements
• Change in style over years (Pingu Crisp, 2013) Crisp, (Pingu (Tony Tiger, 2010) MethodologiesCHAPTER 2 Semiotics
Quantitative research EXPRESSION Questionnaires-Parents of children, People exposed to characters from a young age.
What makes you choose the cereal?
Popular mascots, ability to recognize them
(Cookie Crisp box, 2015) COLOURS “Ronald McDonald, the second most recognized figure among children after Santa Claus” CLOTHING PARLOFF, 2003 CHARACTER Eyes in the isle CHAPTER 2
A team of researchers from Cornell University in the US analysed the shelf placement and eye positioning of 86 cereal spokes-characters in 10 grocery stores, finding that those aimed at children overwhelmingly displayed downward eye inflection compared with cereals targeted at adults.
(Cocopops rocks, 2015) (Nesquik cereal, 2015)
“Cereal characters on child oriented cereals make incidental eye contact at children’s eye level,” CORNELL, 2003
“Eye contact with cereal spokes-characters increased feelings of trust and connection to the brand.” CORNELL, 2003
Sugarpuffs box, 2014) Ricicles, 2010) Marketing taticsCHAPTER 3
• Catchphrases and jingles
• Puzzles on boxes
• Prizes inside
• Health benefits
In 2007, new laws were introduced about how companies could advertise which products to children. It meant that you could no longer, for example, try to persuade a kid to eat your unhealthy food.
Cereal toys, 2015) Conclusion
• Future of cereal mascots in the UK
• Restrictions on advertising to children
• Health concerns
• Increase in healthy eating
• Link back to my findings from quantitive research
(Cheerios parody, 2013) Chapter themes
Introduction 3 Influence of marketing
What I intend to find out from research • Marketing tactics Brands that rely on mascots • Eyes in isles-Cornell study • Toys, new European laws restricting marketing 1 History junk food to children • Reference to questionnaires • Introduction of mascots, affect on sales, popularity, advertisements Conclusion
2 Methodology • The future of cereals in UK • Are mascots dead? • Quantitative research questionnaires, • Healthy eating increase influence of mascots on sales.
• Semiotics of characters, colours and clothing worn to encourage sales. Froot Loops. (2009). [image] Available at: http://stickersandstuff.blogspot.co.uk/2009/06/froot- loops.html [Accessed 6 Dec. 2015].
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