Against The Frosties commercial sign now

Your decision to air their latest 'Frosties' cereal commercial has shocked, confused and belittled many people who pay for their TV license. This was before the advert was even aired.

Upon viewing the commercial for the first time, I noticed many fascist props and characters who have been placed in order to undermine those who experience a lower standard of living.

The first negative image that I noticed being depicted in the commercial was, the fact that the young boy claims "They're gonna taste great, they're gonna taste great" Tony the Tiger then states "Everybody knows Frosties taste great" To which the young man replies "Even ladies who wait". The adjective 'even' in the latter sentence suggests that he is referring to the woman in a derogatory sense, as if she is inferior to him.

Also, the fact that there are two women waiting promotes stereotyping. The theme of stereotyping runs constantly throughout the commercial. Roughly 15 seconds into the commercial, the boy states "And your teenage brother who's out on a date". The boy is then seen with his arms around a girl. This not only promotes stereotyping but, homophobia as well. There is a good chance that the 'brother' may have been dating a boy.

As I mentioned earlier, stereotyping is a consistent theme throughout the commercial, which is again proved roughly 17 seconds into the commercial where the boy says "If you live in Oz mate." An Australian man is then seen playing a digeridoo, he's also clad in a traditional Australian outfit. Stereotyping like this is perpetual throughout modern society and a commercial such as this will only encourage it by forcing children into a similar way of thinking as yesterday's society.

13 seconds into the commercial the boy is seen swinging on a branch. This is highly dangerous, as a young man viewed as a 'side-kick' of Tony the Tiger would be highly respected by the target audience which would mean many children would imitate him. This would include attempting to swing from tree branches. This is a risky task which can result in physical injuries both minor and fatal.

11 seconds into the movie Tony is seen accidentally bumping into the parrot which causes distress to the animal. This may be depicted wrongly by a child. They may believe that Tony is in fact a wild cat who is hunting prey. This may disturb people in particular children, who are young, fragile. The product is most likely marketed towards the under 16 year olds, as well.

I am fully aware of the fact that the yearly revenue from the TV licenses only gets distributed to the commercial-free BBC channels, which means other TV channels have to use alternate methods of earning money. The main method being; airing TV commercials. However, I believe that there is a line that should not be crossed. This commercial takes things to the extreme and should not be viewed by anyone who cares about their own health and well being. So, I believe that the commercial should no longer be aired on TV. Or, at least Kellogs should re-cut a similar advert with all of the problems mentioned rmeoved from the final ad.

You may attempt to nullify these perfectly valid statements, but I and many other people agree with them. Which is why many people signed this petition in order to ensure that the unsuitable ad is taken off air or re-cut. Many thanks for reading and to those who signed.

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Kendra CookBy:
SustainabilityIn:
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Kellogs

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