Intro
Attention getter
Kellogs uses imagery and rhetoric to make a case that Kelloggs helps kids grow.
I’m Zayda and I’ve been able to surmise all of this after studying Vroomans Schemes and Tropes chart
Preview: i’ll discuss two schemes, two tropes, and lots of visuals
Trans: now that we’ve got an idea of the whole, let's look at the parts. Starting with
MAIN
Two schemes
(emphatics) Enumeratio
3 (or four) points
(arrangement) Anticlimax
Best liked (world’s favorite) best flavor (kellogg’s secret) worst to run out of (“pick up a spare,” says yogi bear). Gives way to a silly little amirite moment.
Trans - from schemes we’ll move on to tropes
Two tropes
(exagg.) Hyperbole
In “best, best, worst”
(understatement) Litotes (lie-tuh-tees) “my little boy’s …
Double meaning here. He's been taller, he’s been gobbling
Trans - now that we’ve read everything, we can just look.
visually, the type…
Bold text, red color, underlining, serif and sans, and script.
The serif sense of authority/tradition
Kellogg’s script humanistic, friendly half-cursive
imagery
high saturation, low contrast, classic feel
Balanced in the frame, off centered. aesthetically agreeable while visually dynamic.
Frame full due to outlines
monochrome kitchen focalizer
Domestic life Icons - high chair, paper bag of groceries
Produce in the bag informs (health-adjacency)
The mother is actually in the center of the frame, contrasting heavier blue. Solid blue apron pulls an eye. authority compared to washed out
Combined with the fact that she’s the speaker for at least one part of this ad. invokes the classic kid-tested, mother-approved
“leading lines” aimed right at his high waters
Next I noticed the high chair that this little boy dwarfs.
And then the eyes drawn to the eye contact, proud look from mom
These visuals + mom’s understatement draw attention height, implies “and just look at him now!”
Now that we’ve covered visuals, let's wrap up
conclusion:
So to recap, we discussed how the frame is balanced and full but focused mainly on mom, we talked about tropes of exaggeration and understatement and enumeratio and anticlimactic schemes and how these all work together to invoke a sentimental feelings about the growth and health of children.
Clincher: thank you all
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