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Cheetos encouraging kids to "stick it to The Man"
Filed under: Nutrition: Health, In The News, Media
My five -year-old loves Cheetos; when he gets the chance to choose a treat, he will skip past the cookies and candy in the grocery and beg for a bag of the orange-covered corn puffs. Usually I oblige, but lately I've been rethinking that, not so much because I worry that the orange stuff will give him cancer or stunt his growth (both entirely possible I suppose) but because the Cheetos "Orange Underground" ad campaign offends every fiber of my being, as a parent and a person.You know these ads -- the one I see the most frequently shows a woman in a laundromat putting a Cheeto into the dryer with someone else's whites. She is being egged on by the Cheeto Cheetah, who is downright creepy with his sunglasses and his Barry White voice. Other spots encourage similar "Random Acts of Cheetos," which are essentially just malicious vandalism perpetrated with snack food.
Snack food, I should add, that is marketed primarily to kids.
Bob Garfield at Advertising Age sums up the RAoC ad campaign this way: "Get it? Alienated teenagers and young men chafe against authority. So frustrated and resentful are they about their humiliating powerlessness, they tend to lash out -- or at least fantasize about lashing out -- at the powers that be. That would be mainly parents, teachers, principals and bosses, but anyone and anything will do." Garfield goes on to say, "But it's not just that this campaign is mean-spirited and reckless and generally contemptible. It also ultimately makes no sense. Where does a multibillion-dollar division of PepsiCo come off dissing The Man? Dude, PepsiCo is The Man."
I'm not a huge fan of junk food for kids in the first place, but this particular marketing campaign strikes me as even more dangerous than the Cheetos themselves. What say you -- are you put off by marketing like this, or is it just a commercial?
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ReaderComments (Page 2 of 19)
5-31-2008 @ 10:06PM
Just Me said...I didn't like that ad when I firtst saw it either. First of all I don't get it.....how is that a testament to Cheetos? Why would that commercial make me want to buy them? I agree it's kinda creepy. Aside from that we are becoming such an aggressive, vengeful and malicious nation; Commercials are just becoming more and more stupid anyway, how is that commercial selling their product? I think it says more about the type of people (audience) they are trying to target. Whether or not you have children, why would any company or corporation condone that type of behavior let alone promote it!
6-01-2008 @ 12:14PM
Caroline said...staunchrepublican......It's not that they are worried about what they are doing with a cheeto. Jesus.....are you that dense? It's the idea and the message behind the advertisement. That this ad is putting the idea into kids heads that they can do these things or should "stick it to the man". It promotes other bad behavior, not other acts of "cheeto contaimination". But I do agree with the others that if you are teaching your children right and wrong, then they will understand that it is a commercial and that it's not real and that the act itself is wrong. But on the other hand, really young kids, like 4 and even older than that, can be easily influenced. You just have to keep up with the parenting and making sure that they have it drilled into their head growing up, what's right and what's wrong.
6-01-2008 @ 12:31AM
Kelanen said...Commercials (and most forms of media) usually remind me that we probably evolved from apes, and haven't come very far yet.
6-01-2008 @ 10:44AM
jesse said...I was raised in front of television, and I turned out TV.
6-01-2008 @ 3:07AM
Channing said...Duh...if you are offended, don't buy Cheetos, dumbass.
6-01-2008 @ 3:15AM
speedymack said...kids are going to do what kids are going to do. As a parent of a teenager it's a part of life that they get into some uncomfortable position, once. Heck it would just suck if my parents watched me 24 hours a day. And we'll leave it at tat.
6-01-2008 @ 2:40PM
uncheeto said...the one that bothers me the most is where the black lady sticks a cheeto into some guy's nose.
if that guys was snoring because he had apnea, she could have easily killed him by doing that.
talk about black on white violence
6-02-2008 @ 10:27PM
belinda said...its just a commercial. if i get a little up in arms about something the media is doing, i just make sure i sit down and talk to my kid about, that's all.
Reply
5-29-2008 @ 2:14PM
belinda said...It's just a commercial. If I get up in arms about something in the media, I just sit down and talk to my kid about it, that's all.
Reply
5-30-2008 @ 1:21AM
Dolly Sheppard said...THANK YOU ! I can not believe the crap goin on in the world & this person is worried because of a cheeto in the dryer. I bet she lets her kids watch other cartoons & they have violence in them. I still love Tom & Jerry & poor Tom gets beat up all the time. Gees, she probably has a HUMMER, a big house on a hill & travels all over the place without a care in the world at this point eccept she is worried about the child seeing this & having ideas. YOUR the parent, change the chanel or turn it off. Better worry about realistic things in this world of problems. GET OVER IT
5-31-2008 @ 8:17PM
Sam said...I'm with a couple of the others who have posted. Parents are responsible for what their children see, not the ad agencies. The way I dealt with advertising I didn't like when my children were growing up was to write a letter to the company telling them I was boycotting the product until the advertising changed. My kids are still mad at me for not letting them have Twix candy bars. I think we do need to have a sense of humor and take responsibility for what are children see and how they are taught to process the information.
And yes, Heather, spelling is important because that is how we communicate.
5-29-2008 @ 2:18PM
SallySays said...I hate that commercial too. If you can find them in your area try "Pirate Booty". It's a little healthier than cheetos and not nearly as surly.
Reply
5-31-2008 @ 11:52PM
Lefty... said...Buying a product called "Pirate Booty" provides a much better example. Especially when we consider that pirates, in general, were thieves, crooks and murders. Pirates would also kidnap people and hold them hostage for random, usually not returning them because they would be killed. Also, pirates would take people and sell them into slavery or make them work on their ships - if they refused they would be killed. Pirate booty was usually things that were stolen from other people, whom they killed when the pirates destroyed their ship after obtaining what they wanted. Oh yeah, pirates and "Pirate Booty" provide a more wholesome image . . . NOT!!!
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SallySays 5-29-2008 @ 2:18PM
I hate that commercial too. If you can find them in your area try "Pirate Booty". It's a little healthier than cheetos and not nearly as surly
5-30-2008 @ 12:04AM
Sally said...I honestly wasn't suggesting that Susan buy Pirate Booty as moral alternative for her boys. I just thought it was a healthier cheese puff snack without the obnoxious advertising campaign.
I've actually always thought it was a bit odd how Disney glamorizes piracy.
5-29-2008 @ 4:09PM
Linda said...We have Tivo so I've never seen these commercials. I really recommend that parents invest in a DVR. We've had Tivo for 6 years and I see maybe 1 commercial a month. My daughter never sees commercials and if they do come on she quickly zaps by them.
Reply
5-29-2008 @ 4:51PM
Maria said...I am glad to know I'm not the only one who hates these commercials. I think they do nothing but perpetuate the idea getting revenge and being mean. I prefer to teach my child about being a kind person.
Reply
5-29-2008 @ 8:11PM
g3ko said...You need to chill out, too. Maybe the two of you should talk, set up an orgy or something because clearly you have nothing better to do with your time than look for stuff to complain about. Are you a nagger? I bet you're a nagger
6-01-2008 @ 11:42AM
Dom said...Listen, I am 16 and I am not sure if I realized or not that the United States of America is becoming a rediculious country incapable of taking responsiblity for its own actions. I mean we are talking about a COMMERCIAL!!! How is it that the only thing that you people are worried about is a COMMERCIAL?! I mean come on, the economy is in recession, we are at war, violence is rising within the country and you are all worried about one ad campaign? For God's sake you should all be ashamed, once again I am 16 I've seen the ads and I don't go shoving Cheetos into the laundry. Also I play violent games and watch violent shows, but I am an Honor Roll student who does plenty of extracurricular activities and I stay out of trouble, and I have never had a violent impulse. Parents need to take control of their own children, teach them morale values, teach them right from wrong, and not let the media raise them for you. It seems that parents need to have the "perfect child" but fail to take responsibility for the wrongs your child commits! Instead of blaming the media BLAME YOURSELF! It seems that you need to point fingers to cover up your own shame and I am quite tired of seeing it. Leave the media out of it and take responsibility for your own damn children!
5-29-2008 @ 8:08PM
g3ko said...Are you joking?? I could maybe understand if those commercials were shown during Saturday morning cartoons, but they aren't. They are clearly meant for the adult variety, as I doubt many children under the age of about 10 even "get" what the commercial is attempting to impart. There's even an entire YouTube community dedicated to the "orange underground". How many kids do you know who frequent YouTube? Don't get your panties in a wad, "Susan"
p.s.: Those commercials are HILARIOUS
Reply
5-29-2008 @ 9:04PM
jp said...I have two kids one who has been on you tube since he was 8 (and no I am not thrilled about it since I have not yet found a filter that works on it) and his sister since she was 10 (thats why he's been on it since he was 8) and there are tons of kids on it who are being exposed to much worse because of a lack of ability to filter the content and the popularity of videos made by kids for other kids. You tube is definitely accessed by kids of all ages.