Got Milk?

1300 Words3 Pages
bulb-icon

Recommended: Analysis of the advertisement " got milk " by Hayden

In 1993, due to the decline in milk consumption, dairy farmers in California came together to form the California Milk Processors Board (CMPB). They agreed to give three cents for each gallon sold to fund an advertising campaign with the main purpose of “reminding people to drink milk” (gotmilk.com). Jeff Manning, the man hired by the CMPB to find an advertising company, appointed an ad agency known today as: Goodby, Silverstein & Partners. The San Francisco based company began immediate consumer research in which they found the majority of people loathed running out of milk, especially when sitting down to a sweet or sticky treat. They took this information and formed what’s known as the deprivation strategy. Rather than just advertising milk as a compliment to certain foods, they would remind people of the disappointment associated with running out of milk during those moments of indulgence. Thus, hidden fear appeal laid the groundwork for one of the most recognized, respected and overall successful advertising campaigns known today: The National Milk Mustache "got milk?" Campaign.

The target audience for the “Got Milk?” ads was very simple to determine: anyone who drank milk. To try to convince people who didn’t like milk to drink it would be not only expensive, but unsuccessful. The idea was that an increase in consumption would mean an increase in sales. Since 70% of Californians reported drinking milk regularly, marketing teams had to take all personality types into consideration (Holt). This included researching the idealistic thinkers and believers, the self expressive experiencers and makers, as well as the impulsive strivers and achievers.(VALs) With the findings of their research teams, Manning and Goodby came up wit...

... middle of paper ...

... into peoples minds. The “got milk?” campaign’s one of the most successful and influential advertising campaigns created to this day.

Works Cited:

Got milk?. Advertisement. Flickr.com. Bart and Lisa Simpson. Print 2006. Web. 17 Oct 2009. http://www.flickr.com/photos/50576036@N00/sets/72157612666675594/

Got milk?. Advertisement. Whymilk.com. Elizabeth Hurley. Web. 17 Oct 2009.

--- Advertisement. Whymilk.com. Angie Harmon. Web. 17 Oct 2009.

--- Advertisement. Whymilk.com. Suze Orman. Web. 17 Oct 2009.

Got milk?. Adertisement. Youtube.com The Original “got milk?” Commercial. TV 2003. Web. 17 Oct. 2009.

Holt Douglas B. got milk?. Holt.com. Advertising Educational Foundation. 2002. Web. 17 Oct 2009.

“Milk Mustache Celeberties”. Whymilk.com. ads index. Web. 17 Oct. 2009.

“VALS Types”. SRI Consulting Business Intelligence. n.d. 2001. Web. 17 Oct 2009.

Show More
Related

  • A Rhetorical Analysis Of Reese's Flavor

    471 Words  | 1 Pages

    “Reese's cup, peanut butter chocolate flavor” is definitely a phrase people remember. In the commercial, William Lupo raps about the flavor of Reese’s puff cereal while in animated greenscreen kitchen.Colors of orange-yellow chocolate flash across the screen along with images of milk pouring into the cereal as Mr.lupo raps in the background saying”Reeses puffs Reeses puffs peanut butter chocolate flavor”The commercial ends with giant speakers blasting the song in the background as the product is set down on the kitchen table.Advertising is like mental hypnotization.

    Read More

  • What We Are To Consumers By James Twitchell Summary

    1051 Words  | 3 Pages

    American’s and people in general are an audience targeted for various commodities, advertising being a major contributor. The world of advertising has become a multiplex science, as mentioned in “What We Are to advertisers,” Twitchell divides consumers into 8 categories and Craig, in “Men’s Men and Women’s Women,” concludes there are specific times of day for advertisements to be displayed to reach specific audiences. “Mass production means mass marketing, and mass marketing means the creation of mass stereotypes,” claims Twitchell. These stereotypes of men, women, and humans in general are how advertiser’s reach their targeted audiences.

    Read More

  • Analysis of Film The Ad and the Ego

    347 Words  | 1 Pages

    emotions. Sut Jhally describes ads as "the dream life of our culture" and explains the persuasive

    Read More

  • GEICO Insurance Sales Promotion Analysis

    1447 Words  | 3 Pages

    ...s, B. M., and W. Stroebe. (2010) “Setting the stage.” The Psychology of Advertising. East Sussex: Psychology, Print.

    Read More

  • Charmin Toilet Paper Ad

    865 Words  | 2 Pages

    Advertisements are one of many things that Americans cannot get away from. Every American sees an average of 3,000 advertisements a day; whether it’s on the television, radio, while surfing the internet, or while driving around town. Advertisements try to get consumers to buy their products by getting their attention. Most advertisements don’t have anything to do with the product itself. Every company has a different way of getting the public’s attention, but every advertisement has the same goal - to sell the product. Every advertisement tries to appeal to the audience by using ethos, pathos, and logos, while also focusing on who their audience is and the purpose of the ad. An example of this is a Charmin commercial where there is a bear who gets excited when he gets to use the toilet paper because it is so soft.

    Read More

  • A Rhetorical Analysis Of A Commercial Essay

    638 Words  | 2 Pages

    In this generation businesses use commercial to persuade different types of audiences to buy their product or to persuade them to help a certain caused. If you analyze commercial you can see how certain things play a major role in the success of a commercial. The ad I decide to analyze as an example is the commercial snickers used during the Super Bowl in 2010;”Betty White”-Snickers. This commercials starts off with guys playing a game of football with an elderly women know as Betty White. As Betty White tries to play football she is tackled to the ground. Her teammates refer to her as Mike when they come up to her to ask why she has been “playing like Betty White all day”. This helps inform the audience that Betty White is not actually playing but instead represent another teammate. As the guys keep arguing Mikes girlfriend calls her over and tells her to eat a snicker. Betty White takes the first bite and then suddenly a man appears in her place ready to finish the game. At the end of the commercial the statement "You're not you when you're hungry" is shown followed by the Snickers bar logo. What this commercial is trying to show is that hunger changes a person, and satisfying this hunger can change you back to your normal self. They use different types

    Read More

  • Advertising Analysis Of Frankie Muniz's Got Milk?

    1332 Words  | 3 Pages

    This advertisement is partly aimed at children because of the use of a young Frankie Muniz, from an easily recognizable television show. They include a milk mustache which would make children laugh, but also shows that Frankie Muniz is a strong boy who has attained his strong biceps by drinking milk. Kids always look up to people that are older them, especially movie stars, which increases the chances of them consuming milk to try and be like them. However, this ad is mainly aimed at parents. “Want Strong Kids?” “Milk has nice essential nutrients your kids’ active bodies need. Which means you’d better remember to save some for yourself.” The use of these words on the ad clearly shows that it is aimed at parents by saying “your kids” and asking if “you” want strong kids? This is very effective in the sense that it gives the parents a sense of importance. It puts the parents in charge and gives them responsibility if their kid will grow up healthy and

    Read More

  • Katie

    837 Words  | 2 Pages

    Advertisements show up everywhere in our lives. Whether you’re on the computer, watching TV, driving down the road, or reading propaganda you are observing advertisements. They are constantly altering our opinions and they do this with three simple tactics. Ethos, logos, and pathos, people have been using the rhetoric system from 1,000 years ago, literally because the rhetoric approach was created by Aristotle. It has with stood the test of time and is still the best tactic to convince people to do something. That advertising and marketing uses rhetoric and is pretty successful. I will be analyzing Ram’s “God made a Farmer” commercial and explain how each aspect of rhetoric was used and what was so effective about this commercial.

    Read More

  • The Persuasive Appeal In The Bud Light Party Advertisement

    1617 Words  | 4 Pages

    An effective advertisement is able to persuade its viewers by providing informative facts about a brand that help create a sense of liking, which will enhance certain attitudes and feelings about the brand from the target audience. If an advertisement is effective it will be able to persuade its target audience. The persuasive appeals used in the Bud Light Party advertisement are source likeability, humor appeal, and appeal to broad cultural values, specifically patriotism. This paper will analyze how these three persuasive appeals can make an advertisement successful by grabbing the attention of its target audience, the millennial generation, making them more likely to have purchase intentions due a connection made between the advertisement

    Read More

  • Wendy's Persuasion

    618 Words  | 2 Pages

    In order to attract a specific demographic, advertisement companies employ diverse methods of persuasion. Companies, such as Wendy’s, hire advertisement companies to entice target audiences to their products. Wendy’s ad campaign for ‘Where’s the Beef?’ integrates a few different methods of persuasion; credibility, similarity with the target, and likeability. By utilizing younger actors that used smartphones, making fun of older people that were handling retro dial phones, and targeting Americans by speaking about how their beef was made in America Wendy’s is going after the 14-40 aged demographics of Americans. Incorporating these methods of persuasion, in combination of targeting a demographic of Americans aged 14-40, Wendy’s is anticipating to attract new customers from this demographic to increase profitability.

    Read More

  • Killer at Large: Childhood Obesity in America

    1356 Words  | 3 Pages

    Sutherland, Lisa., MacKenzie, Todd., Purvis, Lisa., Dalton, Madeline. “Research shows that food and beverage product placements in movies may be a potent source of advertising to children.” Hood Center of Children and Families. Retrieved April 22, 2014. (http://hoodcenter.dartmouth.edu/FoodProductPlacement.html)

    Read More

  • Rhetorical Analysis Of Coca Cola

    1526 Words  | 4 Pages

    Catchy jingles are what persuades consumers to buy more and more products that they hear about every day. This concept has been around for years and the Coca-Cola Company is no stranger to it. Back in July of 1971, Coca-Cola released the commercial, “I’d like to Buy the World a Coke” that sent their customers into chaos with over 100,000 letters being sent to the company asking for more. This leaves many people asking: how did this one commercial have such an impact on the audience? And what did Coca-Cola use that drew so many people in? Here we will discover the method behind what is “I’d like to buy the World a Coke.”

    Read More

  • Analysis : ' Buy Ology : Truth And Lies About Why We Buy

    1798 Words  | 4 Pages

    This book has opened a whole new perspective on advertising and the reasons we buy things and regret them later. Thinking that I have the urge for a McDonalds hamburger may feel real, or it might just be an elaborate, expensive advertising technique used to manipulate my buying behavior.

    Read More

  • Mondelez International's Product Analysis

    1048 Words  | 3 Pages

    Shayon, S. (2013, 09 04). Milka's latest european campaign is a social experiment in giving. brandchannel. Retrieved from http://www.brandchannel.com/home/post/2013/09/04/Milka-Last-Square-Campaign-090413.aspx

    Read More

  • Advertising and Its Impact on Children

    1554 Words  | 4 Pages

    ... Dittman also stated that “the average child is bombarded with more than 40,000 TV. commercials a year” (Dittman, 2004). The campaigns shown on TV persuade children to feel that They desperately need the product and that they have to nag their parents into buying it. product for them, or they will be left out of the cool crowd.

    Read More

More about Got Milk?

Open Document