Analysis of a Got Milk Advertisement, Essay Example

Visual analysis is a vital segment of recognizing the advertisement techniques used in the marketing of products within a commercial market. The advertisement under evaluation in this paper is the first ‘Got Milk’ advertisement. This particular discussion debates on the use of visual features and components to stimulate consumer response or behavior towards a particular product. This analysis will be facilitated by the exploration of a ‘Got Milk’ advertisement campaign put in place to promote the drinking of milk and endorsing it as a nutritional food. The snapshot for this particular advertisement is highlighted at below.

In this specific advert the use of rhetoric visual effects is common and more popular approach utilized in delivering information regarding a product to consumers. Even in the past, rhetoric situations or events have been used to analyze literary text. The documentation of rhetorical persuasion is evident in the above advert picture depicting the use of human motive or actions that subject the viewer to make a decision. In this case the use of rhetoric is witnessed in the text and pictorial disparities portrayed by the performer in the advertisement picture.

The knowledge of rhetoric helps one understand the techniques implementing in advertising based on nutritional aspects with regards the customer. Consumers are attracted towards food products that both offer aesthetic value and desirable nutrients.  This particular advertisement was aimed at convincing consumers that milk is not a boring food product, but instead provides health benefits to the consumers. In the current and trending promotional techniques, the ‘Got Milk’ is using celebrities to advertise and create awareness of using milk as diet for human consumption. The involved industry is widely using sexual appeal affiliated with public recognition in terms of masculinity or curvaceous shape of glass milk, that is, rhetorical appeal.

Some of the ‘Got Milk’ slogans or commercials are attributed as the most misleading given the level of rhetoric in most of them. For example, the poster presented above represents an advertisement that works through creating and selecting a section of consumers based on notions of self-identity. The ad simply displays that the individual was fat and ugly like we probably are; but after taking milk, they were capable to aim towards prevalent concepts of appealing beauty and subsequently increase their sexual attractiveness.

In the advertisement picture, the lady is positioned in focus on at the front and centre. She is wearing a purple dress and dark high heeled shoes, while there is a contrasting image of the same lady in the same ad showing her prior look as being fat, which is recognizable by most people. This drastic contrast in the body shape grabs the viewer’s attention. The poster has limited words, but they are open in explanation of the advertisement.

Getting consumer attention is vital to any advertisement, therefore, the format and layout ought to be considered in order for the customer to understand and comprehend the complete message presented in the ad. The design of this particular ad is structured to gratify the eye and aids the viewer in understanding the whole meaning of the ad. The general eye motion while looking at the ad is from right to left. This gives the viewer the ability to make the necessary connections which is significant in communicating the key thoughts presented in the ad. When people look at the ad picture, they think of how easy it is to lose weight by just drinking milk.

Some of the slight ethical issues that might come up from this ad include, at first, some individuals do not drink milk as they are lactose intolerant. This ad would not be desirable for them. Secondly, the ad brings forth the idea of milk seeming like medicine. This is portrayed in a sense that it heals one by aiding them in losing weight and adding elements like calcium to the body for the individuals who drink it. Conversely, one would tend to change their ideology towards this notion since based on recent research. New investigations discovered that drinking of milk in large amounts did not safeguard people from bone breakages. Surprisingly, it was linked to a general greater risk of death throughout the research exploration period. This research poses a contradicting argument on the above ad since it aims to dismiss the claims stated in text.

Conclusively, one would strongly agree that the truth claims that even though the advertisement put in place might be misleading sometimes, the simple and blatant motive is to get consumers to drink milk. Unquestionable, milk is a healthy food product for consumption, and companies use rhetoric to create advertisements that are aimed at increasing sales and subsequent milk consumption and awareness among the general community. This is achieved through understanding the visual arguments and putting the decent reasons for drinking milk into action via smart marketing. It is worth noting that advertisements play a significant role in the contemporary world because it’s the connection between people and organizations.