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.