Analysis Campaign
1. Campaign
2. How verbal symbols and visual images are used to persuade
3. Analyze the occurrence based on the concepts (political, framing, agitation)
4. Will you join? Why?
Milk is a product most people are familiar with. It’s white, good for your health and came in gallons, people mostly think they know all there was to know about milk. Persuading someone to consume more of something they already know a lot about is not an easy job. The persuasion campaign "Got milk" is a famous campaign started in 1994, that’s purpose is to persuade people to consume more milk.
Starting from 1970s there was a clear decrease in the consumption of milk, due to the start up of the many soft drink companies. The decrease urges California’s largest milk processors to take action; funding a board that would be charged with creating advertising dedicated to selling milk. The processors decided to finance the California Milk Processor Board (CMPB). Each was to contribute three cents for every gallon of milk they processed. With the help of Goodby Silverstein & Partners, a campaign was created. Till today the agreement had allowed for a $23 million/year marketing budget.
Not only did the campaign successfully increase milk sales, it also caused a big influence in the marketing industry. The campaign was intentionally for the State but became worldwide in no time. The slogan “got milk?” became famous, thanks to the company’s marketing. The campaign has over 90% awareness in the US and the tag line has been licensed to dairy boards across the US since 1995 (gotmilk.com). The phrase “got milk” has been licensed on a range of consumer goods including Barbie dolls, baby and teen apparel, and kitchenware. The slogan is now use in all situation, changing the word milk to whatever suits their needs.
Verbal symbols
The name of the campaign it self, “got milk?” became the verbal symbol. It was use as the slogan and the main theme of all its visual images, whether in
2. How verbal symbols and visual images are used to persuade
3. Analyze the occurrence based on the concepts (political, framing, agitation)
4. Will you join? Why?
Milk is a product most people are familiar with. It’s white, good for your health and came in gallons, people mostly think they know all there was to know about milk. Persuading someone to consume more of something they already know a lot about is not an easy job. The persuasion campaign "Got milk" is a famous campaign started in 1994, that’s purpose is to persuade people to consume more milk.
Starting from 1970s there was a clear decrease in the consumption of milk, due to the start up of the many soft drink companies. The decrease urges California’s largest milk processors to take action; funding a board that would be charged with creating advertising dedicated to selling milk. The processors decided to finance the California Milk Processor Board (CMPB). Each was to contribute three cents for every gallon of milk they processed. With the help of Goodby Silverstein & Partners, a campaign was created. Till today the agreement had allowed for a $23 million/year marketing budget.
Not only did the campaign successfully increase milk sales, it also caused a big influence in the marketing industry. The campaign was intentionally for the State but became worldwide in no time. The slogan “got milk?” became famous, thanks to the company’s marketing. The campaign has over 90% awareness in the US and the tag line has been licensed to dairy boards across the US since 1995 (gotmilk.com). The phrase “got milk” has been licensed on a range of consumer goods including Barbie dolls, baby and teen apparel, and kitchenware. The slogan is now use in all situation, changing the word milk to whatever suits their needs.
Verbal symbols
The name of the campaign it self, “got milk?” became the verbal symbol. It was use as the slogan and the main theme of all its visual images, whether in