Research: Commercial Conventions and Codes

I am doing a Cheerios cereal commercial. These commercials usually feature someone eating the cereal or the cereal being poured into a bowl.

  • These commercials usually have children in them and they appeal to pathos by showcasing families eating meals together.
  • They always feature a closeup of the cereal box or of the cereal being poured into a bowl of milk. To make the cereal look more appetizing they focus in and do a slow-mo of the cereal as it falls into the bowl and the milk splashes. 
  • Most other children's cereal commercials use bright, crazy colors to attracts kid's attention, but Cheerios is targeted towards parents and aims to present a healthier alternative to other cereals. Because of this, they usually use muted colors to emphasize the product being wholesome and healthy. 
  • Show families playing or doing other activities together 
  • Have happy, nostalgic and soft music to accentuate the family setting and convey a comfortable feeling. 
  • Have people wearing average everyday clothes to relate to a wider audience and show that everyone eats cheerios. 

Conventions and Codes used In Cheerios commercials include:

  • Their mascot Buzz the Bee talking to the families. 
  • Mention how healthy cheerios cereal is since they use real honey and whole grain oats, which can help lower cholesterol and risk of heart disease. 
  • Have their mascot pose with the cereal box at the end and say their slogan "Bee happy, Bee healthy"
  • When the actors are serving the cereal or are using it as a prop, they always have the front of the cereal box showing. 
  • Sometimes feature famous people to appeal to ethos and show that even your favorite, trusted celebrities believes cheerios is delicious and good for your health. 





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