Is It Cereal or Candy, Essay Example

In Chapter Four of “Salt, Sugar, Fat”, Moss talks about the cereal industry and its misleading marketing, targeting, and advertising.  The below rhetorical analysis is designed to review the strengths and weaknesses of the chapter, as well as the different rhetorical appeals of the text: logos, ethos, and pathos.

Logos

The text shifts from one topic to another, and the entire content is out of the scope of the premise provided by the chapter title: “Is it Cereal or Candy”? The reader cannot decide whether the aim of the author is to criticize the cereal companies for making compromises and selling sugar-filled products, or to highlight their unethical marketing tactics. It is also possible that the author is looking to show the readers how hard it is for consumers and consumer groups to take up a fight against a large industry, or to highlight the incompetence of FTC in the case. Nonetheless, the topic is not stated in the introduction of the chapter, nor in the end. The last sentence of the chapter simply states that “Kellogg must not shirk its responsibility to do the right thing when it advertises the food for children” which is a strong statement and the representation of the chapter’s logos and answers the question question: “How the food giants hooked us?”. The strength of the chapter is that it reveals industry methods that made Americans “hooked” on sugar, and kids becoming sugar-dependent. Indeed, many Americans are now sugar-addicted, and this can be a result of high sugar content, “so called healthy” foods introduced to their diet.

Ethos

Overall, based on the amount of facts lined up in the chapter, and reference to the author’s own research, the text creates trust and credibility. The author does not simply state issues, but backs up details with facts, sources, and research. The chapter is about cereals, and as such, it provides a comprehensive history of the meal, but focuses on only a few issues: regulation, ethics, and marketing.  From the text, it is evident, however, which side the author stands on, and the facts are not balanced.  While companies were advertising for kids, in the end, mums and dads had to open their wallet or use their credit card to make a purchase, and they preferred sugary breakfast cereals over a healthier rolled oats. Today, there are several regulations detailing how the nutrients and additives should be displayed on the box of the product. Customers should be educated about food choices, and this is the task of the health care system and charities. Regulating marketing would not result in lower sugar consumption. The author confirms his thorough research by detailing how he contacted Kellogg’s for more information, to strengthen his own credibility: “the company said to me in an email. ‘When we received feedback from the FTC, we adjusted our communications to incorporate the guidance.’”.

Pathos

The strength of the chapter lies in its emotional appeal and build up of pathos.  He also makes some strong statements in order to trigger emotions, when he talks about the initial intention of John Harvey Kellogg to create a healthier food and calls his brother’s decision to add sugar to the mixture “betrayal”. He colorfully depicts sugar as the new enemy for human health, and talks about dental problems among young people.  Quoting Mayer, he writes: “I contend that these cereals containing over 50% sugar should be labeled imitation cereal or cereal confections, and they should be sold in the candy section rather than in the cereal section” (Moss, 74). This strong statement is an important representation of the pathos of the chapter. While the above statement is true, customers should have a clear choice of products. Bogus claims, however, should not be allowed in advertising.

Reflection

The chapter features information about the sugar content of cereals, but does not state that they are still healthier than sausages or hamburgers. Further, he leaves out the fact that in recent years, Kellogg’s and other cereal companies have made an effort to reduce sugar content. The whole brand of Special K was designed to make cereals and cereal bars healthier. He only mentions once that some added vitamins and minerals are present in the cereals. Finally,  US consumers and those in the West can now review the label of the product, clearly stating how many percent of the daily recommended intake a serving has. Finally, the author completely ignores customer’s responsibility to make healthy diet choices for their children and themselves. The chapter lacks information about other impact of sugary food on people’s health. The facts that it causes and worsens diabetes, is responsible for obesity are only mentioned once.

Regarding the issue about advertising for children, I believe that it should not be regulated by authorities. If children do not watch the advertisements on the television, they will still have peer pressure and come across these products. Misleading advertising, however, and false.

Moss, M. Salt, Sugar, Fat. How the Food Giants Hooked Us. 2013. Print.