Advertisement: Essentials of Marketing - Essay Example

Advertisement: Essentials of Marketing There are various ways in which Cadbury’s Dairy Milk television commercial creates an argument that targets consumers. This is in terms of its characteristics such as visual rhetoric, tone and composition. Similarly, there are also the appeals of the commercial in the context of ethos, logos and pathos that it invokes upon the viewers (Lamb, et al 123). Alternatively, there is also the recognition of appeals that are intrinsic in the commercial that makes it better than other milk products in the market. Therefore, in the analysis of the commercial, it is imperative to also rate how it translates to profits for the company especially when it is repeated a number of times. On that account, in terms of ethos, Cadbury’s Dairy Milk’s credibility among consumers has been popular on the use of two children who are shown enjoying the drink. Similarly, the commercial’s ethical appeal is accentuated by the ability to make the milk product something worth buying and consuming. This suggest that there is an appeal with the young children as characters the viewers can easily relate with in understanding the TV commercial. Additionally, Cadbury’s Dairy Milk commercial has reassurance on the public on matters concerning taking other foodstuffs with the product in order to receive vitamin A, B and D as shown on the television (Lamb, Charles et al 127). Furthermore, there are instances of honest partnership offered by the milk company toward the consumer/viewer in terms of giving other extra useful information. For example, the benefits of taking Cadbury’s Dairy Milk include receiving energy, proteins and vitamins in the body. Other advantages displayed by the two children include the increase of minerals in the body if taken constantly every morning. Similarly, when it comes to logos, there are interesting points to note. This is when the commercial does not necessarily appeal to the logic but the predomination lies in entertaining the consumer or viewer. All these are backed by scientific theories such as the one exemplified by the Cadbury’s Dairy Milk commercial. In the ad, it is cited that consumption of the product leads to acquisition of various vitamins and minerals (Lamb, et al 132). Similarly, such presentation of pseudoscientific evidence tends to improve viewership and hence influence increased sales. This is influenced by the tone of the commercial as shown in Cadbury’s Dairy Milk ad where there are children and the voice of a man in the background. On the same account, the commercial also evokes the aspects of environmental concern including the price and where to find it immediately. In the same context, it has a persuasive tone that does reveal the urgency of acquiring the product. However, when it comes to pathos of the Cadbury’s Dairy Milk TV commercial, there are interesting points to note. Pathos in advertising especially in TV commercials encompasses visual elements such as color, typefaces and pictures. For example, in the case of the Cadbury’ Dairy Milk commercial, there are children running against the trademark background color purple of the milk product. Similarly, the arrangement of the scenes and design is appealing because it depicts carefree children enjoying the milk product without any problem. Therefore, it is fundamental to note that in pathos, it is the images that matter especially if the consumers or viewers can easily identify with the people in the set (Lamb, et al 132). However, it is also imperative to observe that the wording of the commercials is equally important especially if the phrase is easy to remember. For example, the one used by the two children in the Cadbury’s Dairy Milk commercial is ‘Good for us. Good for all.’ In other words, the wording may apply different forms to appeal such as the direct use of the product name (Cadbury Dairy Milk is the best) to connotations (Cadbury Dairy Milk-simply the best) among others. In terms of the visual rhetoric and composition of the Cadbury Dairy Milk, there are also other fundamental issues. For example, the commercial connotes the aspects of middle class for those viewers who would prefer buying the product. Additionally, the commercial uses smartly dressed children that appeals to both the upper and the lower class. However, for the lower class, the composition of the commercial encourages the benefits of living a good life. In the same context, the essence of non-verbal communication by Cadbury’s Dairy Milk is critical in convincing even illiterate viewers who perhaps do not understand the parlance of the children drinking the milk product and the authoritative voice in the background (Lamb, Charles et al 125). Alternatively, the persuasive tone influences the consumers to believe that by taking the milk product, one is entitled to receive the vitamins and minerals. On the other hand, the use of conversation between the two children and their mother in the commercial is a clever visual rhetoric that can easily influence many minds. Therefore, when it comes to recognition of the Cardbury’s Dairy Milk TV commercial, it is crucial to observe that the information is well spread. This is in terms of the design of the commercial to appeal to the broader spectrum of the classes in the context of satisfaction and contentment. In the same aspect, the recognition comes from the rated number of viewers that are more than 1 million especially on the online platform (Lamb, et al 145). In other words, many feedbacks are positive, hailing the benefits of Cadbury’s Dairy Milk in the context of the ad’s manipulative tone and convincing powers to the viewers. Furthermore, the use of young people has elicited recognition among mothers who prefer to buy their children Cadbury products rather than anything else. On that prospect, it is significant to continue applying the facets of advertising such as ethos, pathos and logos in improving the consumption of viewers (Lamb, et al 121). This means there should be quick response to complaints, comments and any other observations emanating from the viewers and prompt feedback to follow. Similarly, the Cadbury’s Dairy Milk TV commercial should use different people in its advertisement that represent the entire spectrum of the nation. In other words, it should not make decisions that are biased or discriminatory against the lower class who also love such milk products. Work Cited Lamb, Charles et al. Essentials of Marketing. Mason, OH: Cenegage Learning. 2011. Print. Read More