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Kellogg cereals and children's television advertising Background 1. Kellogg's is the largest manufacturer of ready-to-eat cereals. Its sales alone total more than that of the 2nd & 3rd largest manufacturers. 2. Since 1970 a debate has been on as to whether Cereals form a nutritional food supplement for children. 3. At various periods there has been a call for a ban on all advertisements for children. Reasons stated were i. Children place indiscriminate trust in televised advertisements. ii. They do not understand the persuasive bias in television advertisements iii. The techniques, focus & themes used in child oriented TV advertising are misleading. 4. Since 1971 Kellogg's company has been active in attempting to refute the charges leveled at its cereals, in areas of nutrition & advertising. Significant problems Through out the case the focus has been on two major problems, firstly, whether the product, i.e. Cereals has a significant nutritional value. And secondly whether the practice of advertising to...

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