Rhetorical Analysis of the Advert, ‘Got Milk?’

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Rhetoric Analysis of the Advert, ‘Got Milk?’
Advertisements are effective in promoting businesses since they help to drive more customers to a business by influencing people to like and try a particular product or service. There are traditional and digital advertisements that are used to ensure a business reaches a wide customer base. According to Sama, the dynamics of an advert differ according to the intended message and the preferences of the target audience (59). Therefore, this essay contains a rhetorical analysis of an advert by the California Milk Processing Board that was created in 1993 and influenced a large number of customers, hence boosting the company’s milk sales for the year. The advert was named ‘Got Milk?’
Rhetoric Analysis of ‘Got Milk?’
The guiding question for this rhetoric analysis will be: ‘Is the advert effective in convincing the audience to become regular customers for the product?
This advert by California Milk Processing Board was created in 1993 to drive more customers to buy the company’s milk products. The advert was designed to happen on television where the question, “Got milk?” was asked, and the featured guy would turn around with a mouth full of milk such that he could not answer the question verbally (Capanna par. 5). However, the actions and the sight of him having a mouth full of milk was an indication that “he got milk.” The advert was a successful one, and therefore, this essay seeks to analyze it to determine the dynamics and the aspects that made it a successful advert. The main focus will be the picture in figure 1 which has all the details of the advert.
Figure 1: Milk Advert [Got Milk?]. Adopted from /most-influential/top-5-most-influential-ad-campaigns/
The first aspect of the advert is the choice of colors that would make it visible from a distance is the billboard I placed beside a road. The writings are done in white color and they are on a dark blue background, thus making them visible. Also, the main question, ‘Got Milk?’ is written in a bolded font with large font size. This makes it stand out from the rest of the writings, and therefore, a person looking at the image will easily recognize the two most crucial words. Also, the other words are written in white but in a smaller font, signifying they are less important compared to the main question. Therefore, even if the person looking at the advert on a billboard is in a fast-moving vehicle, they will have no issue if they do not capture the other words well, as long as they have t...