Got Milk?

*The fine print of the ad says: "Heads up. The protein in milk helps build muscle and some studies suggest teens who choose it tend to be leaner. Staying active, eating right, and drinking 3 glasses a day of lowfat or fat free milk helps you look great. So grab a glass and get in the game."

Argument: What are the consequences of drinking milk on your body image?

Drinking adequate amounts of milk each day can result in a better body image because the protein in milk helps build more muscles and decrease fat.

The target audience is Girls in their teenage years through young adulthood that are worried about their body image.

The Goal is to convince the audience to drink more milk in order to attain a leaner body. An underlying goal could be to advertise the soccer player David Beckham.

This advertisement, along with most other “Got Milk?” ads uses celebrities to grab attention and appeal to ethos. When people recognize the celebrity it gives the ad more credibility. The familiar face sparks interest. They are also more likely to do what the ad tells them because they see the authority figure, David Beckham, and think “if he is doing it, I will too”. One way the ad appeals to pathos is by causing the viewers to feel a sense of competitiveness due to the soccer ball and the first words of the fine print being “heads up” and the last words “get in the game”. The use of David Beckham’s body and the fact that he doesn’t have a shirt on is typical of ads that are trying to appeal to the teenage girl audience. When teenage girls see a hot guy, no matter who it may be, they are much more likely to stop and look at the ad. This is an effective way to appeal to not just one person but rather a whole population of viewers.

Yes, I believe this ad was effective in making its argument because it made the right appeal towards ethos by using an authority figure. Also, showing David Beckham with his shirt off and exposing his fit, lean body leads them to ask “how do I get my body more lean and fit?” The answer (according to the ad), is to drink more milk. However, the fine print of the ad points out that along with drinking milk you also have to stay active and eat right in order for the protein in milk to take its full effect.

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