The “Got Milk” advertisements have been successful in helping advertisers keep up with the fast-paced world of today. This campaign can be found in a variety of magazine genres, from sports to beauty, and features a diverse array of celebrities endorsing the product. By incorporating familiar faces in magazine advertisements and captivating television commercials, the company effectively promotes their products and encourages increased milk consumption. Overall, this campaign is highly effective.
The main purpose is to highlight the significance of milk’s calcium in preserving healthy bones and preventing osteoporosis. Nevertheless, do all people interpret the advertisements and commercials similarly? On October 29, 1993, the first Got Milk advertisement was broadcasted, featuring a passionate history enthusiast who receives a phone call regarding a $10,000 trivia question from a radio station: “Who shot Alexander Hamilton in that famous duel?” The advertisement portrays the man’s apartment as a museum devoted to the duel with numerous artifacts.
Despite answering the question correctly, the individual’s mouth was filled with peanut butter and they lacked milk to wash it down. Consequently, the radio station failed to decipher their response and they ran out of time. While many found this commercial amusing, others were not entertained. Certain history buffs viewed it as disrespectful towards Alexander Hamilton, asserting that it mocked him. This highlights the varying perspectives we have. Ultimately, irony serves as the covert tool to effectively convey the message in this advertisement.
There is a seductive advertisement featuring a green-eyed blonde woman in a low-cut “little black dress.” She is caressing her flawless body while holding a martini glass filled with milk. Leaning against a glass-covered wooden bar, she has a captivating gleam in her eyes. The advertisement focuses on her and the milk. In the background, faded liquor and wine bottles can be seen. This ironic advertisement highlights the fact that she has chosen the slender martini glass filled with milk instead of the attractive, tall liquor bottles.
The cosmopolitan magazine’s advertisement aims to promote the idea of enjoying a cool glass of refreshing milk after consuming alcohol. However, there are concerns among mothers that their daughters, who read the magazine, may perceive the presence of martini and wine glasses in the ad as promoting alcoholic drinks. It is important to acknowledge that perspectives and beliefs differ among individuals. Another advertisement worth exploring within the “Got Milk” campaign features Superman. What do you associate with Superman?
Superman, the cherished symbol, is highly respected for his power of flight, appealing visage, and impressive body. He is adored by individuals from diverse backgrounds for devoting himself to saving those in need. Many people desire to be heroes in tough circumstances like Superman, seeking recognition for their honorable actions and acknowledging those they look up to. Irrespective of age, people aspire to imitate Superman’s daily acts.
The purpose of this advertisement is to encourage greater milk consumption by convincing individuals that drinking milk is necessary in order to become like Superman. The advertisement showcases Superman soaring high amidst the brilliant blue sky, with soft white clouds surrounding him. The emphasis is placed on Superman in this image by enlarging his presence compared to the background. Despite the similarity in color between his tights and the sky, his striking red outfit allows him to stand out. Moreover, Superman communicates a message through his body language.
In the depicted advertisement, Superman is portrayed standing with his arms crossed in a calm and serene background. Despite looking a bit silly with a milk mustache, he exudes power and boldness. However, underneath this appearance, there is a serious expression on his face. The implicit message is that if individuals aspire to possess the same strength and power as Superman, they must take their milk consumption seriously. The author of this advertisement aims to convince ordinary individuals that the reason Superman has strong bones is solely due to his milk-drinking habit.
The purpose of the advertisement is to persuade individuals that consuming milk will lead to feeling great and having strong bones like Superman. However, comic book enthusiasts were angered by this ad because they believed that Superman’s strength and superpowers were derived from his home planet, Krypton, not from drinking milk. Although it may seem silly, people often hold onto their passions and beliefs, even if they are fictional, which can impact how they perceive an advertisement. Overall, the “got milk” campaign is well-organized and effectively influences others to drink milk by featuring role models with their iconic milk mustaches. This campaign began eighteen years ago and continues to capture the attention of audiences, resulting in improved health due to increased milk consumption. The “Got Milk” campaign with its characteristic white mustaches will persist for a significant period, encouraging people to drink more milk. However, there will always be individuals who find the innocent “Got Milk” campaign offensive and disagree with its message.
