Omweg

The advertisement we have created for this project promotes the “Got Milk?” advertising campaign. This advertising campaign was created by the advertising agency Goodby Silverstein & Partners for the California Milk Processor Board in 1993 to promote the consumption of cow milk. To this day it is one of the most and influential campaigns in the United States. The speaker in the advertisement is the athlete, Mason Jiang, ranked 4th in his age group for badminton in the United States. The occasion is during the current times when childhood obesity is at its highest point ever. The “Got Milk?” ad campaign is trying to promote being active and have good calcium. The audience is targeted today’s youth and the purpose of it is to inform us that instead of sitting in front of a computer screen all day or look at our smartphones, we should be active teenagers and exercise. The subject of this ad is to promote consumption of cow’s milk.
In our ad we used numerous ways to persuade our audience to drink milk. First off, we used pathos. In normal “Got Milk?” ads, the person of focus usually has a milk mustache, but in our case we used a piece of paper to signify this milk mustache. Since this is something out of the ordinary it immediately draws your attention, and upon further inspection you realized what it is supposed to mean and it provokes laughter as it is not normal. Other than laughter it also appeals to your emotions of health, since we all want to be strong healthy teenagers. Nobody ever wants to be extremely out of shape. Ethos is also used in this ad because the speaker has credibility and reputation. Mason Jiang is ranked 4th nationally in his badminton age group so this is a huge amount of reputation and credibility. Everyone always strives to be like the very top athletes. Scientific backing, which is an appeal to logos, is also used in the ad as it says it is “packed full of proteins and B vitamins”. Science has proven that if you have more protein and B vitamins you also have more brainpower.
According to Maslow’s Hierarchy of Needs, it appeals to level 1 and level 2. We need both something to drink and something to help keep our bodies healthy. Some factual information it has is that milk contains proteins and B vitamins. The word “ranked 4th nationally” has a very positive connotation to it as being ranked nationally already seems very prestigious, but being 4th makes it seem amazing. The ad is designed with a very simplistic touch. It is taken in a house to appeal to everyone, as most people have a house. The border around the picture is not fancy, and the words are in white text and in bold white text. The words “Got Milk?” are in a larger text and bolded, which immediately draws someone’s attention. Some misleading information included on the ad is being “packed full of protein and B vitamins”. What is the definition of being packed full of? Since there is no concrete definition of it, it could just be a very miniscule amount protein and B vitamins, and the “packed full of” could be just referring to that very miniscule amount.
In conclusion, I think the ad is very effective in what it does to try and persuade you to drink milk. Although the misleading information could indeed be true, it is most likely not. Most companies would not be shady enough to do it if there were only a very small amount. It would ruin the company’s image and nobody would buy from it. The ad is appealing to me because the speaker is a national ranked badminton player, and if he drinks milk, maybe if I drink milk I can someday get to where he is. It also promises me more muscles, proteins, and B vitamins. All in all, I think this ad is very well done and has done its job in persuading me to drink milk.