Offensive Advertising
Theme: The use of popular entertainment figures in print, on television, and on the Internet to sell sugar to children
Print Advertising: Kellogg's Star Wars Pop Tarts
Who could be more worthy of one's trust than the wise, kindly figure of Star Wars' young Obi Won Kenobi (embodied by the actor Ewan MacGregor) when he is fighting the Dark Forces of destruction embodied by the mature, black-mask encased Darth Vader? A recent advertising campaign for Kellogg's pop tarts deployed just such a popular media figure to sell Pop Tarts to children. "Toast up this Jedi Snack!" It shouted from the printed page. In the advertising campaign for the pop tarts, the name of Star Wars is not merely invoked to make Kellogg's Pop Tarts seem more attractive or tasty for breakfast. Rather the new 'Wildberry' flavor of the tart and the images movie are melded into one, erroneously implying that by eating a sugary snack, one can magically become a wise and well-endowed, physically speaking, Jedi Knight. The tarts are not merely endorsed by Star Wars characters, rather they are 'Star Wars' tarts and thus part of the film's imaginary universe and George Lucas' created world -- or so the advertisement implies.
A vision of the print ad is accessible on the cereal and breakfast food company's website at (http://www.kelloggs/) and shows how, by eating products form the Star Wars campaign a child can become part of the galactic universe, by eating in a so-called epic fashion. The Star Wars tarts themselves are actually...
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