The clear message is to buy the cereal the hidden message is it is healthy and you will be healthy if you eat the cereal. They use the tricks facts and fear it is fear because it says on the back of the box that you have a lesser chance of heart disease if you eat it. Facts because it says it's healthy. It has a big title so it will stand out. The back is green because it's ecofriendly. It also shows that the wheat is whole Grain. There is a wheat in the o in rolled wheat. It has a lot of photos of wheat. All CAPITALS.