“After the alarm clock, it is the turn of Mr Kellogg to shame us into action. 'Rise and Shine!' he exhorts us from the Corn Flakes packet. The physical act of crunching cornflakes or other cereals is portraied in TV advertising as working an amazing alchemy on slothful human beings: the incoherent, unshaven sluggard (bad) is magically transformed into a smart and jolly worker full of vigour and purpose (good) by the positive power of cereal. Kellogg himself, tellingly, was a puritanical health-nut who never had sex (he preferred enemas). Such are the architects of our daily life.”