Got Milk?
I am sure everyone could remember the whole, “Got milk?” campaign. It is a star power advertising method, encouraged by agency Goodby Silverstein & Partners for the Cailfornia Milk Processor Board in 1993. After a 20 year drop in milk purchase this agency tried to encourage impressionable youth to drink more milk. Over 90% of milk awareness has increased. The message is short and straight forward that it pretty much says, “If you don’t have milk you should get some, because hero character Hayden Panettiere does and look how great she is?” The ad even says “Smash hit by Hayden. Body by Milk”
This method encourages young teen girls to drink up more milk then, pop or other sugar drinks. Solely consuming something will not give you these types of results, it must be earned by good eating and exercise.
Even though this actress is over 18 I can’t help but think, “Who allowed you to wear that dress?” She looks a lot younger than she really is, I don’t know, it just disturbs me. I just wonder how much younger are we pushing are youth on stop being kids and look like adults.
When these ads first came out I started having a little urge to drink more milk. Ads with people I enjoyed supporting would have that upper milky lip and look great having it. Milk started to advertise the benefits of consuming it when you are trying to loose weight, which also increase interest in drinking more of it.
The only thing that made me wonder was that the ads never had a particular name brand of milk. Why was that?
It seems that the milk campaign has been successful in that almost everyone knows of the famous milk mustache and "got milk?". This ad says that some studies suggest that teens who drink milk might have a leaner body, which in itself is a pretty flawed statement. First off if they say only some studies suggest... then are making a very open statement that yells out "some studies don't suggest." In addition to that very open statment, they finish the sentence with teens who drink milk tend to be leaner. In agreement with the blogger, this is targeting gullible teens who will try anything to get the body they want making this a very effective ad. But the ad is not telling the teens a very important point, exercise is needed as well as drinking milk. They don't explicitly say that milk itself will make you leaner, but they sure should finish it off with "with exercise and a good diet" in order to not be misleading.
Submitted by matt33172 on Sun, 02/24/2008 - 22:08.I got a little something to point out in this particular Ad. I think the milk explosion has to do with showing how the impact of the milk can do to your body. Thus, this is to encourage audience to drink milk so that they can experience the “impact” of the milk.
Submitted by aalbert on Sun, 02/24/2008 - 22:08.I feel that simplicity should be brought up in this discussion. We have seen successful ads take advantage of simple slogans or promotional designs. For example, Apple. Their ads, like their computer, are very simple. They don't really even need to use a slogan, the apple icon is enough. With the Got Milk campaign their simple slogan could have been enough. I don't think anyone read the companion text about the celebrity, but rather focused on the mustache. It seems that you have to have some sort of icon, element, or short phrase that will grab the viewer's attention in the whole scheme of things. We see that these promotional materials not only promote their product but create their own product. Got Milk was a wave of its own: tee-shirts, hats and the phrase itself became a staple in modern culture. I can't remember how many times I saw "Got___?" on tee shirts in high school. We also see this with the "Priceless" MasterCard commercials.
Submitted by Girl on Sun, 02/24/2008 - 22:30.One thing i always wondered about these ads were who is making the money here? It's obvious that milk companies benefit but are they making the ads? The company making the ads obviously doesn't have their own milk like because their name would be all over it. They are paying a lot of money to get important people on their ads but I don't see how they're benefiting.
Submitted by er0l12 on Sun, 02/24/2008 - 23:48.