Ad Analysis Got Milk?

Jennifer and Estelle

Outline

I. The powerful image a. color b. the figure of Steven TylerII. The words a. The line in the middle part of the ad b. The bottom columnIII. The milk foamIV. Connection between the milk and

Steven TylerV. Conclusion

The Powerful Image

A. Sharp and strong color

1. Hair

2. Background

3. Finger nail

4. Dress

5. Countenance

The sharp and strong color may easily catch people’s attention.

The Powerful Image

B. The figure of Steven Tyler

1. Occupied the entire page

2. Facial expression - wide-opening mouth - tight-frowning

eyebrow - tight-closed eyes - the exerted and

extended muscle 3. The radiant hair 4. Fingers

The Words

A. The line in the middle part of the ad: “Make your bones rock hard.”

1. Position: the middle of the mouth

2. Meaning

The Words

B. The bottom column 1. Line 1: emphasizing

the calcium in milk 2. Line 2: - The nutritive value

of milk - Referring to

Steven Tyler’s age and his public image as a rock star

3. Line 3: comparing to those junk drinks

The Words

4. The logo: “got milk?” - Steven Tyler got m

ilk; therefore, he can be so energetic.

- Questioning: Challenging people

if they got milk. - Despite the questio

n mark, one should know the answer is positive.

The Milk Foam

• Indicating that he just had a big mouthful of milk.

• The foam suggests the milk is thick and tasty.

• The milk drives Steven Tyler crazy and awakens his strength.

Connection Between the Milk Ad and Steven Tyler

Powerful,energetic, wild, and

crazy image

Milk

Steven Tyler, a 57-year-old

rock n’ roll star who is still active in the

show biz

Requiring good health

Especially strong, hard, and

healthy bone

Conclusion: A Successful and Catching Ad• The design and arrangement of the

ad is catching and impressive.• Make the best use of Steven

Tyler’s public image.• The nutritive value of milk (calcium)

and Steven Tyler are closely-related.

• Well illustrating the idea that the ad wants to promote.

Source of Image:

Celebrity Ads. 2005 Celebrity Ads. 13 Oct. 2005 <http://medialit.med.sc.edu/ca2.htm>