The Success of the Got Milk? Campaign Essay
1744 Words7 Pages
The Success of the Got Milk? Campaign
Judging from the results of studies milk has a lack of portability, not enough flavour variety and not thirst-quenching or refreshing contrary to what sodas can bring. Moreover, one of the weak points was the lack of advertising. Admittedly milk is linked with other daily food products such as cereals or cookies, everybody knows that milk is good for health. But people aren't aware enough that they could not live without that product. They are not conscious that they need milk to live daily. The consumption of milk has become more a reflex than something else: people don't think about it until you make notice that it is an essential product, as the test shows…show more content…
on the other hand, people seem to have forgotten the necessity of drinking of milk.
The objectives of the "Got Milk" campaign were therefore to show that a normal life without this drink was impossible and to make them "think about it and answer the question for themselves". So this campaign didn't emphasised neither the advantages of milk among other beverages (because people already know them), nor the pleasure people can have by drinking milk, but, on the contrary, it highlighted the disadvantages, the lack of pleasure of a life without milk.
The aim of this campaign was not to say "soft drinks are detrimental to heath" but "milk is essential to health". People who received the campaign were confronted of a "milk deprivation" situation or so to speak a sort of testimony, that is why they could find alone the answer, of the question the campaign only suggested, as it were the necessary changes in their consumption habits.
Concerning the audiences, all of them were targeted, as the variety of ads shows it: An "integrated marketing communications campaign" has been launched with almost all the possible means: "billboards, print ads, sales promotions, joint promotions with
Got Milk? Advertisement Analysis
This advertisement was found in the October issue of Cosmopolitan. “Got Milk” advertisements are seen in all types of magazines from sports to beauty, featuring many different kinds of celebrities selling their product. The product being sold in “Got Milk” advertisements is, of course, milk. They are trying to reinforce that the calcium in milk keeps bones strong and helps prevent osteoporosis. In this advertisement for milk irony is it’s secret weapon to get the point across. There is a green eyed blonde with a low cut “little black dress” caressing her flawless body with her arm around a martini glass filled with milk. She is seductively leaning against a glass covered wooden bar with a luring gleam in her eyes. Her and the milk are the main focus of this advertisement. In the background is faded liquor and wine bottles. While looking at her you cannot take your eyes off of her milk mustache and the milk martini glass that got to touch her full pink lips. The irony of this advertisement is that out of all the handsome tall liquor bottles, she chose the thin lean martini with milk in it. The difference between her night black dress and the pure white milk contrasts like night and day. Good and bad shows their faces at the bar. The sex appeal of this woman in a bar full of alcohol drinking milk makes you question what the purpose of this add is. The positioning, proportions, and color in this ad portray the use of the goodness/purity of white milk positioned directly by the dark seductive woman and liquor bottles, which make you question what is good and bad for yourself.
The proportions of the liquor bottles and the martini milk glass in this advertisement show the sizes, or importance of these objects. The liquor bottles, being small and in the back of the advertisement show that they are not as important to the viewer as the milk, which is larger and in the front. Of course it would be this way because the whole point of the advertisement is selling the product, milk. The liquor bottles are, therefore, in the back of the advertisement to cause your eye to wander to notice them and to intrigue your conscience. The martini glass is tall and slender just like the woman that stands beside it. The figure of the martini glass stands out to the viewer and makes him or her think about what is right for their body. The martini glass is a positive aspect of this advertisement and is in large proportion to the liquor bottles in the background. The liquor bottles are in front of the martini milk glass. Therefore, the main focus of this advertisement is that the milk should be chosen over other temptations. It also implies that the empowerment of goodness will always prevail over badness. The proportions in the advertisement show the viewer that the larger, more prominent object, the milk, is the best decision and will do your body good.
The positioning of the martini milk glass and the liquor bottles in this advertisement leads one to think about...
Loading: Checking Spelling0%