Editor's note: Our November cover story about the Kix cereal advertisement that used "No Chemical Engineering" as a headline generated a tremendous response from AIChExtra members. Not surprisingly, their responses were not sugarcoated. Here are two examples:
"I disagree completely with the AIChE response to this ad. The average American does have an uninformed view of engineers in general and probably chemical engineers even more so. But I think people have an image of chemical engineers as pocket-protector wielding, thick safety glass wearing, calculator-toting ultra geeks. The AIChE attack of the Kix ad only reinforces this image.
"Don't you guys have any sense of humor at all? The article trying to explain how chemical engineering is an integral part of cereal manufacturing comes across as extremely whiny. Can't you take a joke?"
Joel Robbins
"I think its great you guys caught this ad. It definitely was irresponsible. I think many chemical engineers will be outraged by this.
"By the way, since chemical engineers work on cereal, doesn't this ad fall under false advertising and misleading the consumer? There are laws against this and [companies] should do a better job of policing their advertising copy.
"Keep up the good work."
Doug Clark
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