Got Milk Ad
In one of the latest print advertisement of Body by Milk, the company has once again used another celebrity to promote their campaign of encouraging the public to drink cow’s milk. This time, a teen pop idol that has captured the interest of the young children, teenagers and even young adults, was employed as the new star of the Got Milk ad and she goes by the name of Miley Cyrus. Many know her as the “Disney Princess” who appears on the hit show Hannah Montana. She also has released several musical albums that top the charts. It is obvious that the ad was trying to specifically reach the younger generation through Cyrus. Her fan base can be easily tapped by Body by Milk to be their audience. Also, there is a notion among consumers that if a well-known star gives her approval or support to a particular consumer brand, the profitability and the value of the product would be boosted. Since the youth of today are seemingly living an unhealthy lifestyle, this ad can promote drinking milk as “hip” thing to do because of the mentality that anything celebrities do will automatically connote being cool and trendy.
In terms of the layout and the use of visual elements, the ad mainly focused on Cyrus as the star. The setting was on Cyrus’ dressing room which was filled with clothes, photographs and other celebrity trinkets. More so, the dim lighting added to the sophistication that Cyrus exudes. All of these elements highlighted the high celebrity status of Cyrus. The message of the ad was further enhanced by the text that stated “Girl Power. Actress by day. Rocker by night. I’ve got to keep fit to keep up. So I drink milk. Some studies suggest that teens who choose milk instead of sugary drinks tend to be leaner and the protein helps build muscle. It’s the best of both worlds” (Allnews.com, 2008). In this text, the ad was able to utilize a scenario that really happens in real life. At the same time, it also urges the audience in a creative and indirect way to adapt a healthy lifestyle. Overall, the ad successfully conveyed its message through the eyes of a celebrity.
Allnews.com. (2008). Miley Cyrus Milk Ad. Retrienveed November 7, 2008, from http://a11news.com/119/miley-cyrus-milk-ad/
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