: Breakfast Foods
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Approach: One to one Level: Year 4 and year 8 
access task
Focus: Critical evaluation of advertisements
Resources: Video recording on laptop computer

Questions/instructions:

This activity uses the computer. Click the Breakfast Foods button.

You are going to see some television advertisements for breakfast foods. Here is the first advertisement.


% responses
y4
y8
Click the Ricies button.    

description:
Screen says “Re-charge your kids on ricies”. Four children playing drums, expanding to large group. All children except one slow down and stop playing drums.
voiceover: You may be surprised to find how nutritious Ricies is. It’s packed with B vitamins, iron and complex carbohydrates that will keep them going and going all morning. Recharge your kids on Ricies.

Ricies ad
[Click on video to enlarge.]
   
1. Who do you think this advertisement is aimed at?    
 
parents and children
7
18
parents
8
30
children
38
45
neither
47
7
2. Why do you think that?
Quality of explanation:
(Nutrition detail, talks about “your kids”, sounds like advice to parents, shows kids staying energetic, action appeals to kids)
very good/excellent
2
6
good
7
24
moderately good
39
47
poor
52
24
3. What does the advertisement message “Recharge your kids on Ricies” mean?
Quality of explanation:
(Ricies is nutritious, gives energy, keeps kids going)
very good/excellent
5
10
good
19
35
moderately good
50
47
poor
27
7
4. How does the video show this message?
 
only child left playing drums had eaten Ricies
68
91
shows children doing energetic things happily
4
9
Click the Nutri-Grain button.

description: Screen shows athletic man running through variety of dangerous sets; his fuel gauge is almost on empty; refuels on cereal and continues running.
voiceover: Power the machine with Kelloggs Nutrigrain with carbos for energy, protein for muscle development and calcium for bone strength. Because it’s not about what’s behind you but what’s in front of you.

Nutri Grain ad
[Click on video to enlarge.]
5. Who do you think this advertisement is aimed at?
 
adults
19
20
teenagers/young adults
8
28
both above
4
11
children
9
7
sports people, people who need lots of energy
14
27
no clear choice
61
34
6. Why do you think that?
Quality of explanation:
(Shows energy, endurance, recovery, sports clothing, sports activities)
very good/excellent
2
4
good
5
16
moderately good
36
49
poor
32
7. What does the advertisement message “It’s not what’s behind you but what’s in front of you” mean?
Quality of explanation:
(Forget about past challenges, you’ll need energy and commitment to overcome future challenges, Nutri-Grain will give you the energy)
very good/excellent
1
3
good
3
15
moderately good
19
33
poor
77
49
8. How does the video show this message?
 
man faces challenges well after eating Nutri-Grain
27
50
Click the Up & Go button.

description: Screen shows teenager arriving early for work at an appliance store, drinking Up & Go; gathers a lot of electric fans together and dives off shelf into them.
voiceover: Up & Go gives you the goodness of two Weetbix and milk, plus an extra 10 minutes in the morning. What you do with that time... is up to you.

Up and Go ad
[Click on video to enlarge.]
9. Who do you think this advertisement is aimed at?
adults
12
22
teenagers/young adults
8
28
children
4
2
no clear choice
76
49
10. Why do you think that?
Quality of explanation:
(Shows young person/teenager, unlikely activity for older adults, could not be done by children)
very good/excellent
1
3
good
2
11
moderately good
19
34
poor
78
52
11. What does the advertisement message “Gives you an extra 10 minutes in the morning” mean?
Quality of explanation:
(Shows time, food preparation, all you need in one pack, lets you do exciting extra things)
very good/excellent
2
11
good
6
21
moderately good
25
36
poor
68
33
12. How does the video show this message?
 
says it gives you equivalent of milk and cereal in one pack
10
15
shows what fun you can have with the extra time
24
57
13. There was a similar message in all three ads that tried to get people to think the breakfast foods would be good for them. Try to explain to me what the similar message was in all three ads.
Quality of explanation:
clearly explained
10
30
yes, vaguely
42
51
no
48
19
Total score:
15 or more
2
13
11–14
5
23
7–10
20
40
3–6
52
20
0–2
22
3
Subgroup Analysis:
Year 4
Year 8
Commentary:
This task, focused on understanding advertisements, proved to be difficult for the year 4 students. Year 8 students performed substantially better. Year 4 Pasifika students scored particularly poorly, with major improvement at year 8.
 
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