Advertisements Appreciation Three Milk Advertisements

1143 words - 5 pages

I have a personal passion for milk and milk products, especially pure milk and skimmed milk, and so I chose for my essay three milk ads.One is from a U.S. health magazine advertised by the 1995 National Fluid Milk Processor Promotion Board of the U.S. for the promotion of '1% and skim milk'. The other two are both TV commercials; one called 'Bedtime' was made in Melbourne for the Conference of Australian Milk Authorities to promote the general public popularity of milk and milk products while the other 'Bounce' was produced in London for the British firm Nutricia Ltd.'s Cow & Gate milk for babies.For the sake of convenience I will refer to the three ads in my following descriptions and ...view middle of the document...

It is bedtime and the nurse hands out hot milk, which they all drink willingly and enjoyably, and then she sees them all off to bed in their separate rooms. The moment she is gone, we see the light turned back on in the corridor and with a heart-melting love song on, the old ladies and gentlemen scurry eagerly into each other's rooms. The ad's tagline 'Milk. Legendary stuff' appears in a dark background in the final scene.Bounce, advertising babies' food, has an assumed audience of young parents. The ad opens with the scene of a cute baby bouncing up and down on a jumping machine, and accompanying with its bouncing rhythms and cute laughter, the orator explains about the product Cow & Gate set-up milk. She emphasizes on the extra nutrients (iron, vitamins, minerals) the milk contains that are necessary for the baby's growing. In the background there is a faint figure representing the baby's mother, and in the final scene we are presented with a clear and full view of the product with the tagline 'For babies on the grow'.How these ads find their way to the audience's hearts----- My personal viewThese three advertisements not only try to impress all people but also they set their eyes on specific groups; in other words, they have their respective target audiences: Skim's targeted audiences are those working men and women who have the highest risk of catching a heart disease or stroke; Bedtime, in my opinion, targets the general public while purposefully appealing to old folks and those approaching old age; and Bounce, as I mentioned previously, was designed to attract those young couples eager to make everything the best for their beloved new-born.William Feather once said, 'The philosophy behind much advertising is based on the old observation that every man is really two men -- the man he is and the man he wants to be.' Good advertising does not just circulate information. It penetrates the public mind with desires and belief. All of the three ads have been...

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