In the fast paced world of today, advertisers have to keep up with the times. One of the best ways they do this is through the “Got Milk” advertisements. Milk is a part of everyday life. The “Got Milk” campaign is seen in all types of magazines from sports to beauty, featuring many different kinds of celebrities selling their product. By putting familiar faces on magazine advertisements and using interesting television commercials, the company sell their products. It also gets people to drink more milk and it is a very effective campaign.
They are trying to reinforce that the calcium in milk keeps bones strong and helps prevent osteoporosis but is that the way everyone views the ads and commercial advertisements? The first Got Milk advertisement ran on October 29, 1993, and featured an extreme history buff receiving a call to answer a radio station’s $10,000 trivia question , “Who shot Alexander Hamilton in that famous duel? ” The man’s apartment is shown to be a sort of museum to the duel, packed with artefacts.
He answers the question correctly, but because his mouth is full of peanut butter and he has no milk to wash it down, the radio station couldn’t make out his answer and he ran out of time. For most, this commercial would have been just funny and comical but others weren’t so amused. Some history buffs said this was a disgrace to the Alexander Hamilton and said that it was mocking him. This just goes to show we all see things differently. Irony is the secret weapon to get the point across for this advertisement.
There is a green eyed blonde with a low cut “little black dress” caressing her flawless body with her arm around a martini glass filled with milk. She is seductively leaning against a glass covered wooden bar with a luring gleam in her eyes. Her and the milk are the main focus of this advertisement. In the background is faded liquor and wine bottles. While looking at her you cannot take your eyes off of her milk mustache and the milk martini glass that got to touch her full pink lips. The irony of this advertisement is that out of all the handsome tall liquor bottles, she chose the thin lean martini with milk in it.
Now maybe next time the viewer of this advertisement is consuming alcohol they will think about having a nice cold refreshing glass of milk when they get home. Even though that’s what the message of this cosmopolitan magazine was, some mothers made complaints saying that their daughters read their magazines and that it was promoting drinking alcoholic beverages with the martini and wine glasses all over the advertisement. Surely not all people have the same views and opinion. Another “Got Milk advertisement I would like to examine is the Superman advertisement. When you think of superman what comes to mind?
Do you think of his ability to fly? Maybe, you think of his attractive face? Or possibly, you think of his rocking physique? Superman is a heroic icon known by people of all different types. They see him as a credible character that devotes his life to saving the damsels in distress. At one moment or another in most people’s lifetime, they dream to be the hero in some situation. They hope to be recognized for their good deeds and give credit to those that they look up to. Whether they are young or old, people do their best to imitate the actions of their icon, superman, every day.
In this advertisement, the author is trying to get people to drink more milk by making them believe that in order to be like superman they have to drink milk. The advertisement depicts superman floating high in the crystal blue sky surrounded by fluffy white clouds. Superman is made to be the center of this picture because he is enlarged compared to the background. Although his tights and the sky are a similar shade of blue, the bold red makes him stand out. Superman also makes a statement because of the body language he displays.
In the midst of this calm and serene background superman stands with his arms crossed, looking powerful and bold with a milk mustache. Although he looks a little silly with the milk mustache he has a very serious look on his face. The underlying message is that if you want to be as powerful and strong as superman you have to get down to business and drink your milk. In the depicted advertisement the author is trying to persuade everyday people by making it seem as though the only reason superman has strong bones is because he drinks milk.
The point of the advertisement is to make people think that if they drink milk they will feel great and have super strong bones like superman. This is exactly why comic book fanatics were furious over this ad. They said his strong bones and super powers came from his home planet “Krypton” and not from drinking milk. We see this as silly but when someone is passionate about something they stick to it and don’t let it go. Even something so fictional can have an effect on how a person takes an ad. In conclusion the “got milk” campaign is a very well organized and tructured campaign that makes others want to drink milk from seeing their role models with their milk mustaches. Eighteen years ago this campaign started and it is still grasping the attention of viewers. The population is getting healthier from drinking more milk therefore these got milk advertisements must be working. The “Got Milk” campaign and there white mustaches will be around for a very long time encouraging people to drink more milk but if people see the innocent “Got Milk” campaign as offensive then there will always be people that don’t like what their lo