Tuesday, November 18, 2014

"Got Milk" The Battle For Healthier Kids Everywhere

"Got Milk"

      "The average person will spend nine hours watching television and the average youth will spend

nearly twice as much time on Internet than in school"(Moxely,1). Advertisements are everywhere, on

your TV, on the Internet, on billboards, magazines etc. Milk consumption was at an all time low until

the "Got Milk" ads were created and the consumption of milk increased. The "Got Milk" ads came at a

crucial time and were very affective in not only increasing milk sales but also decreasing the amount of

sugary drinks being sold which was a major problem for milk distributors. Working with ads is going to

be challenging and that's why these particular ads were chosen. They were chosen because as a young

kid watching TV and then the "Got Milk" ads would come on and seeing my favorite athletes and

celebrities with milk mustaches made me want to drink a lot of milk. Drinking milk is healthy and the

new campaign says that milk helps lose weight and look leaner but also builds muscle. "Got Milk" does

a very good job with their advertisements they attempt to show us that by drinking milk you can be

healthier and leaner, but what they actually are doing is using famous celebrities, athletes, and well

known superheroes to make the product more appealing and makes the consumers feel better about

purchasing the product.

Master And Creator Of The Famous Milk Mustache.

 The Got Milk ads have changed throughout the years substantially, the first Got Milk ad ran in October 

1993 and didn't even promote how healthy and lean milk can make you but was only used as a way to 


stay refreshed and a way to wash down your food. After this ad was published milk sales skyrocketed. 


In 1998 the slogan "Got Milk" was licensed to The National Milk Processor Board, which was when 


they began to use celebrities on their print ads sporting a milk mustache and the words "Got Milk". 

        
     The company behind the "Body by milk" ads was ran by executive director Jeff Manning who 

Say's "I only want to sell milk, and lots of it"(Manning,1). The company is managed by the Milk 


Processor Education Program, which is funded by milk processors, who said " We are committed to 


increasing fluid milk consumption" (PRNewswire.com), and they did just that. Jeff Manning executive 


directors campaign would eventually become the worlds most acclaimed marketing strategies.

 
Targets: The people that make these ads famous

    The intended audiences that the "Got Milk" ads are trying to target are much more broad than what 

people might actually think. Milk most people would say is intended for everyone and it is, but the "Got 


Milk" ads are actually targeted after a much younger crowd to about high teens and could also appeal to 


adults. In the ad campaign that is being used it is said, "Research suggests that milks unique mix of 


nutrients can help athletes recover after exercise"(Koenig,1). Young kids and older teens see athletes 


and celebrities in the ads and believe that milk will help you recover after exercise, and therefore more 


and more milk is being consumed. In older ads it is stated "Protein helps build muscle and studies 


suggest that teens that choose milk tend to be leaner"(Koenig,1). Some might think that this only


appeals to athletes, but also appeals towards teenagers because they want to be lean and athletic just like

the athletes in the ads. Kids grow up looking up to the celebrities and athlete as role models and want to

be just like them, but this appeals to adults as well because of the successful people that are featured in

the ads.

Deeper Into The Ads: What do they really mean.


     Got Milk ads have been used for many years, and have done very well in selling their 

advertisements to younger kids. Kids would have never remembered these ads if it wasn't for the 


famous celebrities and athletes used in them. In the campaign body by milk ads show a very well 


known person rocking a milk mustache and words stating why they drink milk and what milk can do 


for you if you drink it.
         
       The Got Milk ad to the left features Hugh Jack man as 

Wolverine from the movie X-Men Origins was created by the 


California Milk Processing Board. The campaign features 


many celebs from many industries like the Wolverine in this ad 


here, to grab the attention from its targeted audience more 


easily. The question "Got Milk"? and Wolverines milk 


mustache shows the audience that even the Wolverine has to 


drink milk in order to re-energize. The words used in the ad 


stated by the Wolverine say, "My powers to regenerate might 


be top secret but my ability to re-energize is simple. Milk has 


protein to help build muscle and a unique mix of nutrients to help you refuel. So, eat right, train hard 


and drink milk. That's just common mutant sense"(Majid,1). The wolverine stands in the middle of the 


advertisement with his steel claws out in an x formation and the word " X marks the spot", the 


background in the ad is dark and stormy looking, while the expression on his face is tense and showing 


his muscles this could show us that he is not joking around when he says to drink milk. The purpose of


this ad is to encourage people to drink milk daily for better health. This is done effectively because kids

see the Wolverine and want to be just like him, strong and have a nice body.  
     
   
 The "Got Milk" ad is by the new campaign "body by milk", and features 

Christian Bale as the Batman from the movie 

"The Dark Knight Rises" and was created by the California Milk Processing 

Board. The Batman is a well-known 

superhero and role model to kids. The Batman is a man with to different 

personalities to different lives, without the suit 

he is a billionaire and with the suit a superhero that fights the villains of 

Gotham. Living a dual life isn't easy and even 

with exercise and eating healthy, the Batman drinks milk to stay lean and in 

shape to fight crime day and night. This ad 

encourages kids to drink milk daily, and to eat right to stay lean. The words 

used in this ad stated by the Batman say “Others reload. Batman refuels.Research suggests that milks unique mix of 

nutrients can help athletes recover after exercise. Its protein can help build muscle. So train hard and drink low fat or fat 

free milk, because the bat mobile isn't the only thing that needs to refuel"(PRNewswire.com). The Batman stands in the 

middle of the ad with his arms straight down, while having a serious look on his face. The background in the ad is stormy 

looking. The purpose of this ad is to get kids to drink milk because it is good for you, and this is done the right way by 

appealing to kids with their favorite superhero the Batman.          





Final Thoughts

"Got milk?" uses many tactics in their ads that seem to be very convincing. They try to convince you that you will be 

healthier and closer to becoming a famous athlete or superhero. Even though the ads aren't always true, in claiming that 

you can become a superhero, they consider their choices of words to convince people that they are better off buying and 

drinking milk. Milk is said to be good for you and can keep you in shape, so you can look like your favorite athlete or 

superhero. On the final note "Got milk?" ads have helped milk consumption increase by using famous people to appeal 

to kids, as well as getting young kids to drink milk because of the protein and nutrients that is has. 










    Reference


Manning, Jeff. "ASAE ® The Center for Association Leadership." Got

                     Milk? Marketing by AssociationAssociations Now Magazine.

N.p., n.d. Web. 22 Nov. 2014.


Majid. "Pentadic Analysis of "Got Milk?" Poster." Lepetitvn. N.p.,


                     n.d. Web. 24 Nov. 2014.

"Affordable, ReliableWeb Hosting Solutions." Welcome


                     Milkinggotmilk.com. N.p., n.d. Web. 24 Nov.

                     2014.
Koenig, Katie. "Work in Progress: Ad Analysis." Katie Koenig English

                    
                     15. N.p., n.d. Web. 24 Nov. 2014.

"Batman Takes on Gotham City With a Little Help From Milk." -- Re

                     WASHINGTON, May 28 /PRNewswire/ --. N.p., n.d. Web. 24
                     Nov. 2014.
Moxely, Joseph. "Ad Analysis - Writing Commons." Ad

                     Analysis - Writing Commons. N.p., n.d. Web. 24 Nov. 2014.



     

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