Since advertising’s first conception companies have incorporated the fifteen basic appeals.  According to psychologist Henry A. Murray, this list of appeals also known as Murray list, was derived from a full taxonomy of needs. Those needs listed as the need for sex, the need for affiliation, the need to nurture, the need for guidance, the need to aggress, the need to achieve, the need to dominate, the need for prominence, the need for attention, the need for autonomy, the need for escape, the need to feel safe, the need for aesthetic sensations, the need to satisfy curiosity, and the physiological needs of food, drink, and sleep.  Like most companies General Mills’ was no different in the use of those basic of appeals.  When Cheery O’Leary and Joe Idea were first introduced, Radio was the still the big ticket.  Radio Corporation of America had bounced back post World War II, at a time when radio was shelved. General Mills’ launched its first radio ad to advertise what Lester Borchardt a food science innovator, and his team had created.  Using the appeals such as the physiological need for food, curiosity, and attention, Cheery O’Leary and Joe Idea would introduce to the U.S. its first puffed oat via Radio.  Along with radio ads, Cheery O’Leary and Joe Idea were also depicted on the brands boxes with the help of the Disney Company, and Lone Ranger and Silver.  The American consumer was taking notice and it was clear that the company’s ads were working like the ones mentioned above and ones like “Cheerios, The First Ready-To-Eat Cereal”, because it soon surpassed Kellogg brands as the U.S. top rated cereal at that time.

      Since consumers are in control, the inevitable progression of new form of entertainment was starting to make waves in the late 1940’s.  Television sales were starting to rise and with this new form of entertainment, advertising to was about to shift.  In 1945 there were about nine television stations that were in operation across the country.  Looking to progress with the times, Cheerios started looking at ways to propel its brand further.  Knowing that television would eventually grasp the mass consumers they so instrumentally wanted, the General Mills’ marketing team looked at improving their sales strategy.  So as the years progressed, the cereal maker looked to introduce a new mascot on the scene, fading out Cheery O’ Leary and Joe Idea.

      With the introduction of the 1950’s, Cheerios introduced a new mascot Sue and the Cheerio Kid.  This ad was featured on Television and would depict Sue in some kind of predicament where the Cheerio Kid would come to her rescue. This new masc informed all viewer’s how awesome Cheerios was for a healthy breakfast cereal.