
At the supermarket recently I witnessed the full throttled fury of a a child in pester power mode & something inside me related to that kid, reminding me of a post I had written a while back
I was remembering my childhood & the cavalcade of cartoon characters that were used to indoctrinate me into a sleeper-cell of pester powered consumerism. My poor parents, no sooner had the brightly coloured & animated demon-creature assaulted me visually & aurally was I whingeing & whining for its promise of a glorious saccharine epiphany. Of course like most parents in moment of weakness or exhaustion, or both, they gave in occasionally. The delivery of the cereal box was eagerly anticipated, each minute whilst mum was away at the supermarket was counted down like a Cape Canaveral lift-off. My senses became highly tuned with expectation, like a cat. Straining, my ear could detect the faintest burble of throaty engine note that belonged to our Fiat’s twin exhausts heralding her arrival. Hyperventilating at the front door, having laid the bowl & spoon at the table & the milk on ice in the freezer to ‘chill’, I impatiently & rudely ushered my fully bag laden mother hurriedly through the front door whilst scanning for the familiar shape of the box through the white plastic.Like the Terminator’s internal infra-red scanner I located the box. ("Are you Sarah Connor?")
I was remembering my childhood & the cavalcade of cartoon characters that were used to indoctrinate me into a sleeper-cell of pester powered consumerism. My poor parents, no sooner had the brightly coloured & animated demon-creature assaulted me visually & aurally was I whingeing & whining for its promise of a glorious saccharine epiphany. Of course like most parents in moment of weakness or exhaustion, or both, they gave in occasionally. The delivery of the cereal box was eagerly anticipated, each minute whilst mum was away at the supermarket was counted down like a Cape Canaveral lift-off. My senses became highly tuned with expectation, like a cat. Straining, my ear could detect the faintest burble of throaty engine note that belonged to our Fiat’s twin exhausts heralding her arrival. Hyperventilating at the front door, having laid the bowl & spoon at the table & the milk on ice in the freezer to ‘chill’, I impatiently & rudely ushered my fully bag laden mother hurriedly through the front door whilst scanning for the familiar shape of the box through the white plastic.Like the Terminator’s internal infra-red scanner I located the box. ("Are you Sarah Connor?")
Arms flailing I proceeded to shred the bag until the coloured box emerged. The haunting image of the elusive Toucan beckoned me toward paradise. Using a bread knife I sawed the box top off whilst my mother screamed at me not to be so stupid. I was then enveloped in a saccharine waft of chemically, lab tested, ersatz fruit bouquet that sent me into rapture.I won’t go on much more about my dalliance with Fruit Loops only to say that sadly the magic never happened again.
Yes I tried to recapture its essence in later years with Kraft Macaroni’N’Cheese as I was enamored then with the creamy bright orange shininess of the cheese sauce but again I was to be disappointed. I think that cartoon Toucan had a bit to do with it. Was it just me or did it speak to you & say it would be your friend as well?
The Coco Pop monkey just annoyed me. That stupid Cornflakes Rooster, forget about it. The boring Frosties Tiger, Whatever! Don’t get me started on those lame Rice Bubble Elves! The Toucan ruled!
I was infected by advertising & had become ‘brand loyal’. I looked at the brand loyalty of an older member of my family recently. Food brands that he identifies with are: Guardian (margarine), Sustain (cereal) Fibre Plus (cereal again) & plenty of others that seem to say to him, ‘You will survive long enough to spend their inheritance!’ Seriously though, this brand loyalty is a major factor in what we purchase even if we don't think we are doing it consciously. Marketers know this & this is why they try to get us young & this continues throughout our lives. I think it was Charles Revson, founder of Revlon who famously said: ‘We make cosmetics in the factory but sell hope in the stores’. Zillions of woman then are buying dreams. These are no doubt to replace the ones that have been methodically eroded over the years & replaced by a self loathing of body image. Its a self fulfilling prophecy, funny that, they make you feel bad about yourself then offer an antidote, cheers! Years ago Ray Kroc who took McDonald's into the next level of its stratospheric rise realized the potential to sell his burgers with the help of a cartoon character. It was obvious to Kroc that he must seek the council of the Dark Lord himself, Walt Disney, who was the author of these sinister arts. Together they forged an unholy pact & conceived the repugnant plot of marketing to children via cartoon characters that is still practiced in modern covens, these days called Advertising Agencies. The fallout & impact on children from obesity to mental health issues are well documented so I won’t go into it here. The marketing to children by big food is a cynical exercise & should be legislated against ASAP.