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Milk It Does A Body Good
Milk has been a part of life for as far back as people can remember. It has many positive characteristics that can be explained in many different situations. Lately, it has been advertised in a series of ads using the catch line "Got Milk?" In the magazines, ESPN The Magazine and Good Housekeeping, milk advertisers use these differences between men and women to help attract customers.
In Good Housekeeping, the milk advertisers focus on the common womens problem of osteoporosis to sell their product. They make their point stronger by showing three doctors being x-rayed. They use the phrase, "Prognosis Strong Bones." This easily catches the eyes of older women by focusing on one of the main problems that they face. By offering a solution to this problem, women will be easily attracted to the thought of drinking milk. Most older women will do most anything to help avoid osteoporosis. Milk advertisers also state that milk drinkers might also be able to avoid taking prescriptions if they drink more milk. Everyone knows that most women will do almost anything to save money. This offers another reason to drink more milk. Milk does a good job of focusing on womens issues to sell their product in a womens magazine.
On the other hand, ESPN the Magazine, focuses on younger boys in adolescence. They show a huge picture of a pro basketball player, Kevin Garnett. This player stands at six feet, nine inches tall. This article states, "you add about 15% of your height during your teens." This gives teens the thought of drinking milk in order to reach their athletic goals. If a teen drinks more milk and becomes taller, they will have a better chance of becoming a pro athlete due to their size. This offers a younger kid the chance to reach a dream. Younger kids will do almost anything to make these dreams come true. Milk does a good job of focusing on younger kids since they are the most gullible. The article also states, "…watch out for space shuttles and the occasional meteor." This offers these kids the thought that they might become abnormally tall, maybe even the size of a pro basketball player like Kevin Garnett. The article even shows Kevin Garnett surrounded by clouds. This may offer the thought to a teen that you will be sky high if you drink milk. The teens that look at this ad may believe that milk will help them to have a better life by giving them a better shot at their dreams.
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Although both these articles use the same catch lines they focus on two totally different types of people. Milk advertisers do a good job at focusing on the types of people that would read these magazines. In ESPN the Magazine, they focus on younger sports fans that dream of making it to the big time. In Good Housekeeping, they focus on older women, maybe housewifes, who are getting older and will be soon facing, if not already, the problem of bone decay. They focus on health issues for the older women and dreams for growing teens. The milk advertisers prove the different positives of milk and its versatility. They use more text in the older womens article since they often, not only read more, but like to know more about products they are buying. For the teens, they show a gigantic picture of a pro athlete and offer them the chance to reach his standards. Both these ads conform to their readers interests to sell their products.
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