Essays may focus on the following topics: an analysis or critique of a certain advertising campaign, how cultural differences and diversity influence advertisements, cultural impact of advertisements, marketing and advertisement theories, the power and risks of advertisement, sexism in advertisement, etc. Check out the essay samples below to Advertising Analysis: Milo. Advertising Nestlé’s Milo: Tonic Food to Energy Drink. Created by Thomas Mayne in Australia, Nestlé’s Milo, as a commercial product, was first introduced to the public during the Sydney Royal Easter show in (Nestlé ). This essay will show case the ways that Milo has been advertised during its 81 years. It will examine four advertisements, consisting 4/4/ · Essay Sample: Advertising and powerful images have always gone hand in hand in producing effective advertising. Without powerful visuals, advertisements in a newspaper +1 () Free essays. Essay topics and ideas; Tools. Plagiarism checker; Thesis statement generator; About us; Hire Writer. Pepsi Advertisement Analysis. Categories: Advertising. Download paper. Download. Analysis
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This essay will show case the ways that Milo has been advertised during its 81 years. It will examine four advertisements, consisting of one cinema commercial, two television commercial and one print advertisement. It will examine the links between the four commercials and show how the advertising has changed over the decades.
The main competitor for Milo was at first Ovaltine, exported to Australia in Twining aand later Akta-Vite, an Australian made product introduced in Akta-Vite n. All three of these products have roughly the identical claims. They are a chocolatey health-drink fortified with minerals and vitamins NestléTwining b, Akta-Vite n. Figure 1: The Joy of Living, advertising analysis essay, Nestlé a. This commercial was used in the cinema, National Film and Sound Archive and was probably screened before the main feature or during an intermission.
The commercial is comedic in nature and most likely ran with films of a similar nature, which in turn would result in an increased cognitive impact Furnham, Gunter and Walshp. Opening with a advertising analysis essay overlay and light hearted music the viewer is positioned to have an emotional response, advertising analysis essay. It suggests that the images being shown equates to being a person of quality.
There are two main signifiers, the woman living the good life in an impossibly tidy house and the man living the poor life, shown living in a contrasting squalor, advertising analysis essay. The denotation is that, those who are awake early and active are good people. The connotation is that in order to accomplish this one must follow the rules which, naturally, include a nightly cup of Milo, advertising analysis essay. The target audience is grocery buyers, especially as the viewer is shown the product being purchased.
Product ingredients and formulations will only be mentioned to back up and justify the end-benefits the product provides. The advertising campaign was likely run alongside an aggressive shop display campaign similar to what is shown in the commercial, possibly even in the cinema foyer.
Interestingly this commercial is the only one of the four that does not demonstrate or give explicit instructions on how to make a Milo. Figure 2: The Joy of Living — Chemist, Nestlé b. Figure 3: Snap Out of SUMMER SAG Nestlé This print advertisement would have been placed in magazines targeted to women, advertising analysis essay. The signifiers for are the woman whom appears to be bounding with energy, contrasted against herself slumped over the ironing board.
This advertisement differs from The Joy of Livingas it demonstrates a different way to make a Milo ; cold as opposed to hot. Therefore this advertisement was probably run in the summer months when people were steering away from hot chocolate drinks. Nestlé may have identified a gap in the market in that its competitors were seen more as hot drinks only and they sought to exploit this fact. The advertisement is advertising analysis essay story based, which is similar to The Joy of Livingas it contains quite a bit of text and it also includes a recipe on how to make a Milo.
With the addition of text Snap out of SUMMER SNAG carries the appearance of an article instead of a paid advertisement, which again aids to cognitive impact Furnham, Gunter and Walshp. The denotation is completing housework can leave you tired an unable to enjoy the day, and that happy people are full of energy.
The connotation is that this can be accomplished with little more than a glass of cold Milo. The target audience are grocery buyers, particularly house wives. It accomplishes this through employing values of modern hedonism. It transforms the somewhat mundane activity of enjoying a cold chocolate drink, into one filled with such pleasure and delight the user is catapulted advertising analysis essay life Campbell cited in Storeyp, advertising analysis essay.
It supplies the user with the image of what to expect Storeyadvertising analysis essay, p. The television commercial Energy to Burnis a complete depart form The Joy of Living and Snap out of SUMMER SAG. No longer is the advertisement concerned with how you may feel, but rather it thrives on the necessity to have an increase in energy to keep doing the activities you enjoy. Energy to Burn, is loud and fast paced, advertising analysis essay, the music is punchy and the away shots are snapped together tightly; sport action followed by shots of Milo displayed in sequence, demonstrating how to make a Milo.
Advertising analysis essay target audience is families and grocery buyers. The signifier is sport action shots and the signified is that this is what Milo creates, a child who never runs out of energy. This in turn leads the parent to potentially question their parenting methods as the denotation is that children enjoy sports and drinking Milo. It repeats several times so the consumer remembers and provides a connection that when children appear to be out of energy they need a cup of Milo to get them outside and playing again, which is the connotation for the commercial.
The intent of the campaign is make people aware of the intention of Milo, it is an energy drink, its purpose is to get people, and children in particular active and to enjoy life. Figure 4: Energy to Burn Nestlé The most striking mise-en-scene is in the opening sequence where the family are dressed in Milo colours, mostly green and silver, as if they are the ultimate Milo family, happy and full of energy.
The commercial is returning to the therapeutic formula that was apparent in The Joy of Life. It suggests that the viewer may not be getting their total calcium requirement, or other words lacking in health, and in order to feel better and be able to live a full and complete life Milo is needed.
The commercial makes use of celebrity endorsement under the playful path, described by Zuckerman cited in Hungp. An endorsement used in this manner appeals to all consumers even if they are not a fan of the celebrity involved Hungp. The signifiers are the family and Shelly Craft. The signified is that the viewer should want to have a family like the one displayed, they are all happy and playing together, Shelly Craft advertising analysis essay as a mediator, she is the image of the person who would be friends with the family, advertising analysis essay.
The denotation is happy families enjoy Milo, and the connotation is that in order to be healthy enough to be a happy family one needs to drink Milo. The target audience for this commercial is families, and was probably screened in the lead up to Summer.
The intent for this campaign was to make people aware of the health benefits of Milo, advertising analysis essay. This is most likely indicative of the changing attitudes toward food as:. Advertisements do not run counter to majority attitudes and it is not their role or purpose to change society, but nonetheless while it is busy selling advertising analysis essay and services the advertisement is also a window on to the landscape of our social culture.
Lythp. The difference between the use of health benefits, advertising analysis essay, between The Joy of Life, Snap out of SUMMER Advertising analysis essay and The Official Drink of Playis that its claims are backed up with facts from an independent statutory agency, namely NUTTAB provided by Food Standards Australia New Zealand Figure 5: The Official Drink of Play Nestlé Then again why alter a winning formula. If Nestlé had not been successful at marketing Milo, it is unlikely that the shiny green tins would still be populating the supermarket shelves.
Akta-Vite n. Fletcher, WAdvertising: A Very Short IntroductionOxford University Press, Oxford. Gallery 1 Milo.
This is most likely indicative of the advertising analysis essay attitudes toward food as: Advertisements do not run counter to majority attitudes and it is advertising analysis essay their role or purpose to change society, but nonetheless while it is busy selling products and services the advertisement is also a window on to the landscape of our social culture.
References Akta-Vite n. Gallery 1 Milo Share this: Tweet. Share on Tumblr.
Top 5 Ads (commercials) to Analyze for Middle School
, time: 6:15Advertising Analysis: Milo | Digital Tomahawk
As such, an adequate advertisement analysis essay ought to indicate the particular audience for which the commercial is designed. In the body section, you ought to explicitly state the variety of individuals for whom the ad is meant. Moreover, it should also indicate how the advertisement has the potential of impressing the audience. When analyzing a commercial, make sure you explain the level 24/3/ · Advertisement Analysis. Advertising Essay There was a time when advertising was only done by word of mouth. As time rolled by, the invention of the printing press revolutionized the way companies communicated with consumers. Print advertising became the primary means of marketing. Years later, television, radio, and computers took the advertising world by storm. Today, we are Estimated Reading Time: 8 mins Advertisement Analysis Essay Throughout our lives, we’re constantly coming upon advertisements. As you watch TV, listen to the radio, or scroll up and down on social media you’re more than likely to come upon advertisements that involve athletics. Sports and ads are two things that most likely could be heard or seen. Most people relate to these as well. Normally, an advertisements purpose
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