Oreos Advertising With Breastfeeding - Essay Example

Oreo’s Advertising With Breastfeeding The material that will be analyzed is Oreo’s advertising where it showed a baby sucking his or her mother’s nipples while holding the Oreo cookie. The ad was never meant for public eyes but due to the controversial nature of the ad, it quickly went viral and became the champion of breastfeeding mother. The ad was created by Cheil Worldwide, an independent advertising agency who originally intended to use the ad during an awards gathering in South Korea.

The ad was leaked and it quickly gained momentum as the public was either thrilled or disturbed by the ad. The controversy that the ad stirred and the reaction it got from the breastfeeding moms manifested that the ad is very powerful. The use of the baby nursing on his or her mother’s breast is deliberate to elicit emotional reaction or use of pathos or emotional appeal because people generally love babies. This was even compounded when the image of the baby that was shown was sucking the mother’s breast where the nipple was shown.

The image is also bold because it not typical that a woman’s nipple ad is shown in public especially when she is breastfeeding her baby. The ad broke this convention that made it emotionally compelling. People may find the ad disagreeable and controversial but they cannot deny the fact that is how really babies are nursed by mothers. In fact, this is the practice that should be promoted because babies are now being bottle fed where they do not get all the nutrients they need. This is why breastfeeding advocates and mothers lauded the ad despite the controversy it created.

It only portrayed an idealized reality that babies should be breast fed and that there is nothing wrong with the image of a baby being nursed by his or her mother. It made a big difference when the ad was created by a reputable agency such as Cheil Worldwide because the ad was taken seriously and cannot be easily dismissed. Especially when it was shown during an awards gathering in South Korea where it becomes credible and reputable. It may be controversial but it cannot be readily dismissed as something obscene or improper because the ad was created by an advertising agency composed of professionals trained and educated in advertising.

This made the people looked at the message of the ad closely that breastfeeding mothers liked the message. The creator Cheil Worldwide put ethos or credibility to the ad for it to be taken seriously and not be easily dismissed. The effective use of rhetorical device such as pathos (emotional appeal), logos (logical appeal) and ethos (credibility) made the Oreo advertisement powerful that it stirred controversy. In fact, the attention was drawn away from the cookie that image intend to advertise but instead, the focus was centered on the image.

It is so powerful that it even raised awareness about breastfeeding and was suddenly transformed from merely an advertisement that intends to sell cookies to an advocacy material for breastfeeding.