Cadbury “Dairy Milk” Superbowl Commercial Essay

Exclusively available on Available only on IvyPanda® Made by Human No AI

Introduction

The Calbury “Diary Milk” commercial is one of the most successful examples of meaning transfer and persuasion techniques widely used by advertises. In general, advertising communication is based on unique perceptions and attitudes of consumers, their cultural and social values. The commercial selected for analysis is based on unique vivid images appealing to both children and parents. This advertisement is selected for analysis because it represents one of the most popular brands, Calbury, and its unique description and representation of culture and cultural environment.

Main body

In “Diary Milk’ messages and images are unique aimed to influence attitudes and perception of consumers. In this ad, affect and cognition have each been assumed to play a major role in consumers’ reactions to Diary Milk commercial. There are many ways to see this, but one of the most obvious is simply to look at the two historically dominant ways of assessing Diary Milk effectiveness. When customers see the Diary Milk commercial, there are cognitive (especially memory) measures of meaning transfer. These measures are based on the assumption of “the more”, “the better”, although the actual reasons for why this should be the case have never been fully articulated. Clow, K.E. and Baack

The Diary Milk commercial uses unique traditional colors of the brand, white and purple. The Calbury “Diary Milk” commercial is based on three main colors: red, white and light brown. These colors have a special meaning because they are at he Calbury “Diary Milk” cover: The importance of this strategy is to remind audience about the Calbury “Diary Milk” commercial brand and create certain associations between the picture and company’s colors.

Light brown can be associated with golden lines and light. There are also affective measures of the Diary Milk commercial effectiveness based on meaning transfer principles such as attitude toward the brand, attitude toward the ad, and so on. The Diary Milk commercial shows that the meaning transfers through cultural symbols and images such as an image of whole milk and cows. The underlying reason for this attention is clear: mood matters.

Customers, and children in particular, perceive the message as persuasion to buy tasty and healthy products. Moreover, a wide array of issues and mood states has been employed. In short, customers perceive the ad differently based of different situations and circumstances. For meaning transfer, mood is important, and its effects must be taken into account. This is particularly true for anyone interested in developing a complete theory of individual responses to advertising. Buyers perceive unique cultural meaning of cowboy traditions and values associated with rural environment and its culture (Clow and Baack 20).

In the case of Calbury “Diary Milk” commercial emotional appeal is associated with creation of a special cultural environment. The effects of culture pose a serious challenge to information processing approaches to advertising and consumer behavior. Philosophers and psychologists have long made a conceptual distinction between cognition and affect, thinking and feeling, and the rational and irrational sides of existence.

Unique meaning poses an important and difficult challenge because information processing has seldom dealt with the affective system. However, there is nothing in principle that prevents an explanation of such effects in information processing terms. In this case, it is important to understand the role of culture and tobacco usage in meaning transfer. Tobacco use is generally acceptable in the United States, and prevention efforts are limited.

Typically, tobacco prevention efforts form a small part of the health curriculum. A growing awareness of the problems related to tobacco use has led to increasing pressure on tobacco companies. Thus manufacturers like the Calbury “Diary Milk” commercial use unique cultural symbols such as cowboy to transfer the meaning of a strong men and personal identity (Clow and Baack 22).

The Calbury “Diary Milk” commercial shows that buyers perceive information and meaning using memory-based processing. In many cases, a child will acquire brand-related information with no specific objective in mind, or only a very general objective such as to comprehend the information being presented in the ad. Under these conditions, a global evaluation of the brand will typically not be made at the time of information acquisition.

The commercial is very effective as it attracts millions of people around the globe. If later asked to make a specific evaluation, the The Calbury “Diary Milk” commercial consumer will be forced to retrieve the previously acquired information from memory, or some subset of it, and use this unique data as a basis for customer’s evaluation of the Calbury brand. In other words, a customer’s judgment is at the heart of the commercial.

In sum, the Calbury “Diary Milk” commercial appeals to emotions of children and adults creating an attractive picture of rural setting and tasty products. The company persuades people to buy its products promoting them as healthy and tasty for children and the whole family.

Works Cited

Clow, K.E. and Baack, D. Integrated Advertising, Promotion and Marketing Communications, Prentice Hall/Pearson Education: Upper Saddle River, NJ, 2002.

More related papers Related Essay Examples
Cite This paper
You're welcome to use this sample in your assignment. Be sure to cite it correctly

Reference

IvyPanda. (2021, November 1). Cadbury "Dairy Milk" Superbowl Commercial. https://ivypanda.com/essays/cadbury-dairy-milk-superbowl-commercial/

Work Cited

"Cadbury "Dairy Milk" Superbowl Commercial." IvyPanda, 1 Nov. 2021, ivypanda.com/essays/cadbury-dairy-milk-superbowl-commercial/.

References

IvyPanda. (2021) 'Cadbury "Dairy Milk" Superbowl Commercial'. 1 November.

References

IvyPanda. 2021. "Cadbury "Dairy Milk" Superbowl Commercial." November 1, 2021. https://ivypanda.com/essays/cadbury-dairy-milk-superbowl-commercial/.

1. IvyPanda. "Cadbury "Dairy Milk" Superbowl Commercial." November 1, 2021. https://ivypanda.com/essays/cadbury-dairy-milk-superbowl-commercial/.


Bibliography


IvyPanda. "Cadbury "Dairy Milk" Superbowl Commercial." November 1, 2021. https://ivypanda.com/essays/cadbury-dairy-milk-superbowl-commercial/.

If, for any reason, you believe that this content should not be published on our website, please request its removal.
Updated:
This academic paper example has been carefully picked, checked and refined by our editorial team.
No AI was involved: only quilified experts contributed.
You are free to use it for the following purposes:
  • To find inspiration for your paper and overcome writer’s block
  • As a source of information (ensure proper referencing)
  • As a template for you assignment
Privacy Settings

IvyPanda uses cookies and similar technologies to enhance your experience, enabling functionalities such as:

  • Basic site functions
  • Ensuring secure, safe transactions
  • Secure account login
  • Remembering account, browser, and regional preferences
  • Remembering privacy and security settings
  • Analyzing site traffic and usage
  • Personalized search, content, and recommendations
  • Displaying relevant, targeted ads on and off IvyPanda

Please refer to IvyPanda's Cookies Policy and Privacy Policy for detailed information.

Required Cookies & Technologies
Always active

Certain technologies we use are essential for critical functions such as security and site integrity, account authentication, security and privacy preferences, internal site usage and maintenance data, and ensuring the site operates correctly for browsing and transactions.

Site Customization

Cookies and similar technologies are used to enhance your experience by:

  • Remembering general and regional preferences
  • Personalizing content, search, recommendations, and offers

Some functions, such as personalized recommendations, account preferences, or localization, may not work correctly without these technologies. For more details, please refer to IvyPanda's Cookies Policy.

Personalized Advertising

To enable personalized advertising (such as interest-based ads), we may share your data with our marketing and advertising partners using cookies and other technologies. These partners may have their own information collected about you. Turning off the personalized advertising setting won't stop you from seeing IvyPanda ads, but it may make the ads you see less relevant or more repetitive.

Personalized advertising may be considered a "sale" or "sharing" of the information under California and other state privacy laws, and you may have the right to opt out. Turning off personalized advertising allows you to exercise your right to opt out. Learn more in IvyPanda's Cookies Policy and Privacy Policy.

1 / 1