Froot Loops is one of the world’s most favorable brands of cereal, but is also a great example of consumer manipulation. As parents and children browse the ails of the grocery store, they can’t help but notice the colorful and animated Froot Loops cereal box. Not only is the product visually appealing, but it is also a well-known fact that kids love the taste of Froot Loops. Along with that, kids can’t help but be drawn in by the friendly looking toucan bird on the box as well. When in reality, Froot Loops are nothing but a lie- a false advertisement. Do you ever wonder why the company spells Fruit incorrectly? The spelling of “froot” isn’t just a clever idea; it’s a cover up! Originally when the company presented the cereal, it was “Fruit Loops!” Turns out, the legal department forced Kellogg to change the name because the cereal in fact contained no fruit whatsoever, it was simply sugar. The manipulation here is that the title “Froot Loops” evokes to consumers that the cereal consists of real fruit. This puts off the impression that the cereal is healthier than many other popular name brands such as Cocoa Pebbles, Reese’s Puffs, and Cookie Crisps! Because what parents ideal breakfast for their child is candy?

Merriam Webster Dictionary defines a consumer as “one that utilizes economic goods.” We are constantly consuming; buying items that we need, and items that we don’t need. Our purchases are based off of many different variables, from popularity to visual appearance. A buyer is exposed to thousands of advertisements during an ordinary day out at the shopping mall. From the moment we walk into a store, everything we see and observe has been meticulously designed to draw the consumer’s attention. When designing ads, companies keep in mind factors such as colors, item placement, music, lighting, personnel, and bargain deals! A smart consumer recognizes when a company is trying to manipulate him/her and understand what message they are trying to send.

For a long time I didn’t know what type of consumer I was, or that I was constantly a targeted buyer. I wasn’t smart about what I was purchasing; I was a sucker to the hype and glam of the latest, most desirable products. I failed to understand how much time and effort went into designing an ad, and how surprisingly effective the subliminal messages could be with a certain group of shoppers. But after studying in class and participating in blog posts, I’ve begun to discover my identity as a consumer. I realized the majority of the products I owned did not live up to the expectations I had when I bought them. It was my fault for buying the products without questioning their quality or effectiveness; I was the girl who aimlessly browsed the store and chose a product simply because the packaging was pretty or sparkly. In my opinion, companies blindly victimize most American teenagers because they are unable to recognize, analyze and interpret ads. Now when I go to the mall, I try to be attentive and purchase items based off of quality over appearance. Another lesson I’ve learned recently is not to buy anything unless you really love it, because if you aren’t sure about what you are buying in the shop, it will only collect dust on your shelf.

Discarding items is something that I should definitely try to improve on; I have more possessions that I could ever need. Trends are continuously changing and the world is always struggling to keep up with them. One example is Fashion. Fashion evolves every day; clothes come in and go out of style before you have time to rip of the price tags of your favorite new sweater. Not only is this expensive, but it’s somewhat pointless. Of course looking presentable is important, but are we really required to buy the hottest name brand commodities as soon as they come out? Handbags, makeup, designer jeans, and fancy electronics are items we want, not items we need. Sometimes we forget that while we are making impulsive buys, many people can’t afford day-to-day necessities such as food or hygiene items. It’s sad to think of all the extra “stuff” I have lying around my room that I rarely ever use, when someone less fortunate might cherish it and put it to great use. But there are ways to reach out and help, such as Goodwill, thrift shops, and pawnshops. These places allow you to sell, give, or buy items for cheap prices. Giving or trading with others around you is another positive idea; friends, family, or classmates might make good use out of items you no longer need. Whatever decision you make, don’t let stuff lay around! Make sure someone is getting your money’s worth.

While browsing the Internet I came across and interesting article titled “You are Being Manipulated.” This article talks about different products and companies that use questionable strategies to market their products. One example I found really interesting was a tactic used in Disneyland. Disney intentionally pumps the smell of freshly popped popcorn around park entrances to cause visitors to feel hungry, upping Disney’s food sales. Some may say this is good marketing and some may say this is manipulation, but everyone will always have different opinions. For me this story made me realize just how careful and observant I need to be when going out in public, making sure my purchases are rational instead of ignorant or impulsive.

I am appreciative for what I’ve learned so far in English 101 about being a consumer, It’s important to be aware of the rhetoric in advertising and when a company is attempting to manipulate you into buying their products. Sure, as we grow up we are taught our ABC’s, long division, how to construct an essay, and the table of elements… but a lot of the time we miss out on learning how to analyze the rhetoric in the thousands of ads we see on a daily basis. This is why I am thankful to be taking such a creative and informative approach in English 101 towards consumerism! 

This is an Apple advertisement that is promoting two of their products, the mac book and the iphone. On the top a girl is shown balancing the products along with textbooks, with a male in the bottom picture doing the same. The people in the ad are looking up admirably at their computer and phone, as if these apple products help them balance the priorities in their life. This balancing act sends the message that if we as consumers buy Apple products that anything, no matter how difficult or unrealistic, will be possible.

The textbooks appear to be college texts, with sticky notes placed between the pages to indicate their attempt to stay organized while studying for class. While this ad has an academic appeal, the picture that appears on the iphones certainly indicate a more entertaining approach. The iphone in the first picture shows a Jack Johnson album cover, demonstrating the phones ability to play music while the girl studies. The second phone is browsing Google, one of the most visited websites in the world. Both screens without a doubt appeal to a large variety of buyers. This also plays into the theme of balance in the ad, indicating apple helps us mix hard work with fun. A potential target audience for this ad could be high school or college students who are looking to gain more control with their academic responsibilities.

The apple ad is also very visually appealing. The colors are vibrant yet soft, and the objects stand out against the plain background. Overall, Apple did a great job designing this ad and convincing all buyers, especially students, into purchasing their products.

I am an overconsumer. Its that straight forward, and I believe most Americans are as well. We spend hundreds of thousands of dollars on things we don’t need such as clothes, electronics, and accessories. I am guilty of this. When I have money to spend, I spend it. I don’t look to save it, because I know my parents will give me more. When I get money I spend it on whatever I believe I need, most of which I truly could easily live without. Food is one of the many things that I consume at a high rate. I spend lots of money on it, and eat more than I need. Shopping and clothes is another thing that I spend money on. I have more clothes and accessories than the average person, and much more than I actually need. This consumer behavior is something that I easily can change, and should change.I consume much more than I need and spend more money than I truly have too. If I put that money to better uses such as charities or even saved it, I would be a much more disciplined consumer. I have a lot more than I need, and there are thousands of people that aren’t so fortunate. There are kids in Africa that could probably survive a month on the amount of food I eat in a week or maybe even a day. These same children would even be happy with most of the food that I either throw away or don’t finish. It is an amazing thing to think about. I am extremely lucky to be where I am, and because I am in the position that I’m in, I should start to consume a little less to help those who aren’t as lucky as I am. If I put my mind to it, I could not only improve my own consumer behavior, but help others improve theirs as well.