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- Title
Tricksters and the Marketing of Breakfast Cereals.
- Authors
GREEN, THOMAS
- Abstract
This article discusses the phenomenon of marketing of breakfast cereals using 'tricksters' in television commercials. The American diet previously consisted of excessive fatty foods resulting in digestive disorders. Breakfast cereals influenced by Sylvester Graham revolutionized the dietary pattern in America. The pivotal role played by Sylvester Graham in promoting foods, including white flour, vegetables and fruit is presented. The 'trickster,' is a homonym for various fictional creatures. Hunger leads to greed is depicted in the trickster tales where the Trix Rabbit was popularized. Cereal intake increases vitality to provide long healthy life. Data related to the issues of the $ 8 billion breakfast cereal industry is also presented, including Kellogg, Post and Quaker Oats.
- Subjects
UNITED States; BREAKFAST cereals industry; TELEVISION advertising; TRICKSTERS; DIET &; psychology; PHYSIOLOGY; DIET; GRAHAM flour; GRAHAM, Sylvester, 1794-1851; HEALTH expectancy; KELLOGG Co.; QUAKER Oats Co.
- Publication
Journal of Popular Culture, 2007, Vol 40, Issue 1, p49
- ISSN
1540-5931
- Publication type
Article
- DOI
10.1111/j.1540-5931.2007.00353.x