Question

Hello, I am working on a marketing assignment that involves analyzing a Kelloggs cereal commerical that involves product/brand anthropomorphism. The short video is on YouTube. And the YouTube address for the video is "https://www.youtube.com/watch?v=2wRjCflAJIU". After watching the video, please answer the following questions. I would greatly appreciate help with this assignment.

1) What is this commercial about, describe the commerical?

2) Define what product/brand anthropomorphism is.

3) Who is the targeted audience? What are their motivations to buy this product? What kind of self-concepts they have? What kind of lifestyle are they pursuing?

4) Who is this anthropomorphized character? (e.g., Tony the Tiger; what kind of personality does he have?) How will he affect consumer attitudes towards the product/brand? Why is product/brand anthropomorphism used in this commercial

Answer 1

1.The Kelloggs commercial as is shown in the video is based on the product of corn flake cereal that are specially developed for adding onto the nutrition quotient of the adolescent kids who are in their growing age.

2.Product anthropomorphism is portraying attributes of Human characteristics with that of object or animal , which in this commercial is about drawing the similarity between the strength traits of a tiger to that of a growing kid who are high on energy and hyper active through their daily schedules.

3.Target Audience in this commercial are the school going kids who are into n.no.of activity throughout the day in terms of studying, extra curiculars,sports.

Their lifestyle encompasses multi activities that are actually energy consuming and tedious in the growing age. They do a lot of exercises that require brain and muscle work.

4. The anthropomorphized character here is the Tony the Tiger ,

We often tend to compare an achiever with a tiger and even address one who has achieved phenomenally with a Tiger, for we have always been taught that tiger is the most strength of all animals and is a fighter.

Here the growing kids are allegorically compared to the Tiger who survives with daily life with his own fight. Thus in the commercial , its portrayed that the product Kelloggs cereal add to nutritional components in a kids body that helps the kid achieve tiger-ly strengths and win over the daily challenges and rise and shine.

Thus it appeals to the parents of the society to have their kids having apportion of the meal at the beginning of the day to have a energized rest of the day.