In 2015 the Milk Processor Education Program released their newest advertisement in Shape Magazine. The advertisement’s purpose is to encourage women to drink more of their low fat chocolate milk and develop a stronger body. They used the professional soccer player Kelley O’Hara as the face of the ad. The ad features the women’s national soccer player soaring through the air, showing off her lean, beautiful body. This advertisement captivates women through its powerful use of pathos and ethos but unsuccessfully falls short with the use of logos.
The Milk Processor Education Program released this ad in 2015 to promote chocolate milk as a healthy drink that women should consume. It is funded by some of the nation’s most known milk
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processors’ such as Got Milk, Build It., Milk Life, and several others. All of the Built by Chocolate Milk advertisements and commercials are printed in black and white. The only inch of the ad that is in color is the chocolate milk bottle. This makes the chocolate milk more noticeable and appealing for the audience to see. The Built by Chocolate Milk campaign launched in early 2012 and starred famous athletes such as Kevin Love, Mirinda Carfrae, Craig “Crowie” Alexander, Chrisann Dalton, and Apolo Ohno. The Milk Processor Education Program featured yet another talented athlete in the 2015 July/August’s issue of Shape Magazine. The Built by Chocolate Milk ad used pathos in a positive way by plastering Kelley O’Hara on the cover of the advertisement.
The ad shows her flipping through the air, kicking a soccer ball upside down next to a bottle of chocolate milk. Not only is she a professional athlete but she is also in the best shape of her life. The ad uses her body and gives the impression to an audience that they can feel as strong and as confident as Kelley O’Hara after drinking low fat chocolate milk. Also, the ad was released just days after the Women’s National soccer team beat Japan in the World Cup Final in Vancouver, Canada, making Kelley O’Hara a world champion. Several soccer fans might know her and appeal to her in the ad since she was on television multiple times for the world cup. This was a good marketing technique by The Milk Processor Education Program because they knew Kelley O’Hara would be a fresh familiar face for their …show more content…
brand. The use of pathos was very strong in this advertisement and the powerful use of ethos makes it even stronger. The Milk Processor Education Program created this Built by Chocolate Milk advertisement surrounding Kelley O’Hara. If O’Hara, a pro soccer player, trusts the Built by Chocolate brand, then others will be enticed to trust it as well. A professional soccer player will not do anything to harm his or her body nor disrupt his or her ability to play. An audience would probably trust a professional soccer player about nutrition rather than a nonathletic person. That is why Built by Chocolate Milk always features professional athletes in their advertisements. According to an interview from Life by DailyBurn, Kelley O’Hara was questioned by Alex Orlov about how she refuels before and after a workout. O’Hara answered, “Before a workout I try to keep it pretty simple – coffee and a bar. After workouts I drink chocolate milk to recover. I first started drinking chocolate milk to refuel in college when one of my assistant coaches said there were studies that proved that low-fat chocolate milk was great for recovery. So after practice, we would get out two big gallons and drink it together as a team” (Orlov). This response shows that O’Hara stands by the brand that she is advertising. Pathos and ethos were two very strong appeals in this chocolate milk advertisement; however the use of logos was not. The Milk Processor Education Program used Kelley O’Hara to try and prove that chocolate milk would make them trim and healthy. Her fit body appeals to several women, therefore, the Milk Processor Education Program is trying to state that if you purchase this chocolate milk, then you can be like Kelley O’Hara too. There is no logic in this because not everyone can be Kelley O’Hara and have her type of physique. To have that kind of physique, one must work out religiously and have proper nutrient, not just a glass of low fat chocolate milk. Additionally, in the Built by Chocolate Milk ad, there is a picture of a chocolate milk bottle and next to it reads, “Nutrients to refuel protein to rebuild backed by science”.
When looking at commercials and advertisements most consumers believe that if a product is backed up by science then it is worthy of being true. Even though the statement, “Nutrients to refuel protein to rebuild backed by science” could be true, there is no evidence to support it. For instance, this ad does not even present itself with statistics or sources where the information could be true. It states that whatever the ad is saying is “backed by science”, but how can the audience trust these
facts? Overall, the Built by Chocolate Milk advertisement attracted the audience with its positive use of pathos and ethos. Granted, the use of logos was weak, pathos and logos overpowered it. The ad supplied the audience with a fact but no evidence. However, the ad did provide a website where Built by Chocolate Milk can back up their claim. Also, the ad featured a famous athlete that looked strong, beautiful, and healthy. This can attract women to the advertisement by envying Kelley O’Hara’s body. Not only did Kelley O’Hara’s beauty attract people, but O’Hara’s participation in the Women’s World Cup final just days before also adds to the attractiveness of this advertisement. O’Hara is a model of inspiration for women all over the nation. The appearance of O’Hara on the ad also confirms her trust in the brand. The Built by Chocolate Milk advertisement was a success due to its attractive looks and its credibility by Kelley O’Hara.
This is another commercial where we can directly see how the advertisers are overlooking gender stereotypes, by it being ranked number one it proves that when gender stereotypes and gender bias are not incorporated the advertisement becomes effective and
1. This advertisement features Taylor Swift, which is a celebrity spokesperson; she is supporting the company, “Diet Coke”. People that enjoy listening to Taylor Swift’s music will most likely buy this product, because they think that buying this product, diet coke will make them closer, and more like their favorite pop star Taylor Swift. This advertisement also features Pathos, an appeal to emotions, because Taylor Swift may be someone’s favourite musician or person in general. It also features ethos, an appeal to credibility, or character, because Taylor Swift is famous for her music, therefore she is well recognized throughout our society, and the music industry.
Yet this “Oreo Cookie” commercial is perhaps the most remarkable. First, she twists the cookie apart and then, this cute little girl with her hair in pigtails proceeds to dunk the cookie in a tall glass of milk, submerging her entire hand. The camera then shifts to show the child’s grandfather eating the cookie in the same manner. This advertisement aims at leading audiences to reminisce of the simple pleasures of their childhood, like enjoying a cookie.
The logos is the evidence. An advertisement using logos will give you the evidence and statistics you need to fully understand what the product does. At the bottom of the ad it says “three championships”, “one mvp award”, and “1845 bottles of vitamin water”. It also says “try it…it works for Kobe”. The advertisement is saying that Vitaminwater will work for anyone. They are saying if you want to be a champion one will become one by drinking
There are several aspects to the layout of this advertisement. Women, regardless of age, tend to be drawn to the use of beautiful, younger women in an arrangement, which makes this design effective. Firstly, Taylor Swift (the young woman in the picture) has been properly dressed so that the lip-gloss she is using matc...
“For teaching us that falling only makes us stronger”, as the Procter & Gamble’s commercial stats, moms are our irreplaceable superhorses who get us where we are today. This heartwarming commercial, created for the 2014 Sochi Winter Olympic Games, has a significant emotional appeal to all the mothers, athletes, and anyone who has a family. It focused on emotional investment, self-reflection, and the bonding between customer values and its brands instead of just the representation and functional performance of the products. Throughout the story, the advertisement shows the baby Olympians are all start with falling down like all of us. Their mothers pick their children up when they
Fairlife milk advertises a woman bending forward, with her hands on her hips, and is showing a lot of skin of the chest and the high thigh areas, kind of like a Pin-up girl. The woman in the ad is wearing a dress made of milk, high heels and is expressing a shocked look on her face with her mouth open and wide eyes. There are white bold letters on the right of the woman that states “Drink what she’s wearing”. The background of the ad is a
“Is it in you?”, “Get out what you put in”, “Win from within”. These are just a few sayings that the founders of Gatorade use to help persuade readers into thinking, “In order to be successful I need Gatorade”. This drink is a very popular performance enhancing sports beverage that athletes from all over depend on. Using the top athletes known to man in their advertisements they remain successful in fueling athletes across the globe. I have chosen two ads from Gatorade. I read them, examined them, and had a full analysis on the ads and their purposes. The two images I have analyzed are Gatorade advertisements from to different sports magazines. These two images both have a relation to a sport, and have a well-known athletes in each of these images they are displaying. But, do these advertisements have similar meanings? , what makes them different? , and what exactly is Gatorade trying to convince viewers to believe?
The ad starts out with a screen in half with the left side a old vintage film, and the right with a new modern film. There is music playing is time after time that add to the different in time. A boy comes into view in the left screen with cloths that matches the eighties and a basketball he throws the ball to the girl in the modern film and modern cloths. It goes to a scene where the boy is playing a old video game he then looks at the girl who looks sad and gives her the controls that changes to a modern controller. It follows this sequins as the boy gives the girl his bicycle but when the boy gives the girl his stuffed dog the fake dog changes to a real puppy instead. The boy is at Mcdonalds and gives the girl his chicken nugget and moves to her side as a adult and her father. In the end it says “we all want what 's best for are kids,” and talks about McDonald 's new chicken nuggets with the writing saying “The simpler the better.”
Gatorade has been a very successful company over the past few decades. Their success has resulted in endorsements of major athletes. With endorsements of such renowned athletes, Gatorade creates trust and credibility with their viewers through example of famous athletes who have had prolific careers. Gatorade has also appealed to their viewers at an emotion level, through issues women and people of different race face. Athletes endorsed in this commercial also have the implication of linking words with pictures by comparing the innovative product and the changes in the way society has begun to accept all human beings as equals.
The advertisements both contain the symbolism of the milk squirted in the face, but it is used as a sexual (and pornographic) innuendo and has connotations to semen being ejaculated into a woman’s face.i
In the ad you are capable of seeing “#open happiness” in the top left corner of the screen. If viewers were to get on a social media platform such as Twitter and type in “#openhappines.” they would be directed to regular people drinking their soda products. This probably has to be by far the most vital part of Coca-Cola’s entire marketing campaign. Now ask yourself, why is this hashtag so crucial to selling their product? By doing this Coca-Cola is now removing the idea that might have emerged in your head what if the couple is acting happy. With this hashtag you can see firsthand the genuine reactions of happiness from consumers using their product. Without a doubt viewers no longer see the advertisement as fake or phony. They can now conduct research for themselves going through the hashtag verifying if the product actually lives up to what it’s claiming.
Snickers has created an advertisement which appeals to the readers of Entertainment Weekly through a series of illustrations and texts. The illustrations aid in convincing the reader that a Snickers candy bar will make them happy. Next, the text works to confirm within the reader that he or she needs to eat a Snickers. Snickers’ advertisement for the Snickers candy bar is effective because the illustration appeals to the emotions and cravings of the reader, the text is precisely placed to capture the reader’s attention, and the readers of Entertainment Weekly are an appropriate audience.
Today marketing had been very competitive and creative in the industrial market of advertisements. Advertising has grown in recent times to be an industry in itself no business can ignore its potential. Advertising is one of the fastest growing industries in today’s world. It is hit at an exponential rate and it is nearly impossible for any business to survive in today’s competitive market without exploiting the market. Informative and persuasive advertisements often influence the buying decision of customers; as an example in this Ads, “The new skinny can” from Pepsi, used a good example of visual marketing at coming out with the idea of skinner containers (the can) for a diet drink, which it’s been very controversial to the consumer, because it senses to the consumer that they will become better and thin if they drink this new skinny can; giving it the feel that this ads its more attractive to women than man; featuring a famous model to represent a beautiful person and confident women who drinks the new skinny can;` and last to stand out the used of colors, and texture to make a point and to make it to look very powerful advertisement.
“Things go better with Coke, whether this description is accurate or not, it is clear that media text may be regarded as representations of reality” [3]. Without consciously noticing, we are constantly bombarded with various media artifacts aiming to promote a particular product, behavior, or service on a daily basis. A campaign promoting Diet Coke carrying the theme “you’re on” featuring Taylor Swift was released in 2014 by the Coca-Cola company. The ad, which was made accessible throughout social media websites (e.g. YouTube and Facebook), presented Diet Coke as a mean of building courage for young strivers in particular, akin to an energy drink [4]. In a similar manner, Pepsi unleashed a 60-second video commercial featuring Beyoncé dancing