ExerciseVoyantVisualization_Tatiana
A:
Kellogg Company 2012 Annual Report.
Food Technologies (food technologists discourse) Articles:
"Kellogg Recalls Select Breakfast Cereals"
"Kellogg To Build Malaysian Snacks Plant"
Ad Age Articles:
"How A Tweet Turned Into Kellogg's New Cereal"
"In London, Kellogg's Swaps Snacks For Tweets to #tweetshop"
"A Tiger at 60: How Kellogg's Tony Is Changing For a New Age"
"Kellogg's Goal in '09: More Ads For It's Money"
Academic Search Premier-EBSCO (scholarly discourse)
"On the road: Kellogg's Healthy Beginnings."
"Looking Good on Who's Terms? Ambiguity on Two Kellogg's Special K Print Advertisements"
"Breaking Down Barriers--examining health promoting behavior in the family." Kellogg's Family Health Study, 2005
In comparing the three discourse maps generated from IFT, Ad Age, and EBSCO, I noticed the
principal differences between the maps to be subject matter. The key words within the AAF article were words like “new”, “campaign”, “strategy”, and “tweet”. The content of these article were brand-strategy based, and about the cause and effects of different campaigns for Kellogg's. The academic articles that I pulled from the Academic Search Premier database discussed Kellogg’s role within influencing their consumers' attitudes toward their brand versus how they are actually effecting their consumers. Main words were “image”, “weight”, “advertisements”, and “children”. Kellogg’s wants to spread the conviction that their company cares about the consumers’ health (and so of course, it should be assumed that their products are made with the same priority of health) but what we find is that Kellogg's products do not meet those standards that are being expressed. The articles retrieved from the Food Technologies Discourse website featured stories showing that they do not have the best track record with the Federal Trade Commission (FTC). They have had to settle charges and recall products. The central words involving this text included “claims”, “products”, “complaint”, “business”, and “attentiveness”. The subject matter between these three resource websites differed based on intended audience. The IFT resource focused on government health-regulated topics, while Ad Age focused specifically on the business behind Advertising, and EBSCO’s emphases is on published academic works and research.
Comparing these three Voyant maps to the Kellogg Company 2012 Annual Report Map, I noticed that words such as “sales” “new”, “cereal”, and “consumers” were present on all
four maps. It is evident that Kellogg’s is a brand which is moved by further expansion of both their client base and their company products.
B:
The role of corn is very widespread. One way that corn is used is industrially. The generation of fertilized corn gave the Chicago Board of Trade incentive to create a grading system which was designed to keep production high and prices low. This grading system let gave the permission to let agriculture distribution become less regulated. “Since this standard was fairly mini- mal (specifying acceptable levels of insect damage, dirt and extraneous matter, and moisture) growers and breeders were now free to train their energies on producing bigger and bigger harvests” (Pollans, 45). Corn also contributes to urbanization, most specifically the urbanization of livestock. Farmers need less livestock to run their farm, and therefore use that extra farm space to grow more corn. In addition to that, The animals that remain on the farm, are most likely fed with corn these days and not grass. Corn also is a key ingredient in all of our fast food, and contributes to our own consuming habits which we have evolved. Lastly, cheap corn is used to be processed in a different way to consume as well—it can be distilled into alcohol.
C:
Kellogg Company 2012 Annual Report Map
My Title: The Company: Successes, Failures, and Values of Kellogg’s in 2012
I chose this is a fitting title because in an annual report, you find what worked within a company, what didn't, and how the company sees themselves in terms of value to their consumers and the communities which they are a part of.
IFT Articles:
My Title: The Lies: What Messaging Can Be Trusted Within The Kellogg's Brand
I chose this title because the report map for the IFT article depicts some of the controversies that the Kellogg company finds themselves in, most specifically relating to healthy eating. As a global company, they have figured out how to relate to their customers, but sometimes it is under false pretenses.
Ad Age Articles:
My Title: Media Advertising is GRRR-eat!
Academic Search Premier-EBSCO:
My Title: The Advertised Ethics of Kellogg Co.
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