Media Literacy: Advertisement Analysis

Media Literacy: Advertisement Analysis

This ad features Taylor Swift in a Got Milk? advertisement. Taylor Swift is an American country singer that started her career back in 2004 and made her way into becoming one of the top famous female singers. She has won many awards such as the Grammy Award for Album of The Year in 2010 for Fearless and MTV Video Music Award for Video of the Year in 2015 for Bad Blood.

The ad targets Taylor Swift fans who are also known as 'Swifties'. Since this advertisement is convincing people to drink milk, it is primarily targeting teenager Swifties because they need to drink milk in order to grow and 'become like their idol'. It also says 'teens' in the advertisement.

In this ad, an Oral-B toothbrush is being advertised. Oral-B is a brand that is famous for their dental health products. They sell toothbrushes, mouthwashes, dental floss and toothpastes. Oral-B was introduced to the public in 1950 and is sold worldwide.

This advertisement is targeting people ages 7 and up. It targets people from such an early age because all kids want to do is play and do not focus on their teeth. Children, or older people in general that fail to keep their teeth healthy have a higher risk of getting cavities; which is why this toothbrush is structured differently from the regular ones.

The bias methods being used are bandwagon and glittering generalities. The words on the advertisement indicates that you will need to buy this toothbrush in order to become like the dentists/hygienists that have magnificent teeth. That is how bandwagon was used in this ad. Glittering generalities was also used since the minimal information from the advertisement never stated the reason why dental surgeons use Oral-B toothbrushes.

In my opinion, this ad is not very effective because most people do not care what toothbrush brand to use as long as they get the job done.

As mentioned earlier, Got Milk? features Taylor Swift in the ad, making one of the bias methods used testimonial. This advertisement also uses snob appeal saying 'Some studies suggest that teens who choose milk instead of sugary drinks tend to be leaner, and the protein helps build muscle.' Part of the society recognizes lean body types for girls, and muscular body types for boys to be attractive. This advertisement signifies the importance of milk that is beneficial to the body and will make you have Taylor Swift's lean body figure. Another method that was used is card stacking. The ad does not tell you the downfalls of consuming milk. The cons of drinking milk is the fact that it can lead to cancer and can increase acne.

This ad is not very effective because most people already drink milk on a regular basis. There are also some individuals who are lactose-intolerant or are vegans.

Oral-B Toothbrush Advertisement

This SickKids advertisement is self-explanatory to what the message is saying. They are trying to convince the public to help save the lives of ail children by donating. SickKids Foundation was created in 1972 and supports SickKids Hospital by raising money.

This ad is targeted towards adults because some of them can relate to this advertisement. Maybe their child, or a close friend's child had passed away due to an illness. Another reason is the fact that most adults work and get paid so they have the money to donate in comparison to children.

The methods used in this advertisement is repetition. 'Donation' showed up three times on this ad. Another bias method used is appealing to emotions or senses. The picture on the advertisement shows a family consisting of a son, mother, father and their child's outline. The outline indicates that the child is not present to spend happy moments with his/her family, but is instead in the hospital.

From my point of view, this ad is very effective because they have raised a whopping $125.9 million dollars in 2013 to 2014.

SickKids Foundation Advertisement

Got Milk? Taylor Swift