Deconstruction: Superman’s Got Milk

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January 20, 2014 by Welcome to the Jungle


Deconstructing Advertising
by Emily G.

The ad I chose was a famously known “ Got Milk?” ad staring Super Man. The text reads:
“Super. That’s how milk makes you feel. The calcium helps bones grow strong, so even if you’re not from Krypton you can have bones of steel. Got Milk?”
This is promoting people to drink milk by slapping on a famous superhero in hopes of grabbing attention and getting others to drink milk, just like their friend Superman.

Superman is positioned in the center of the screen, making eye contact, arms folded in front and cape flowing in the wind behind him. His body language is saying that he is powerful, strong and healthy. Behind him is a skyline with cloud in the background, acknowledge that superman is above the rest.

The text appears to be pro-masculine because there are no serifs; meant to be read in a manly voice. The message in the text is saying that if you drink milk, you will be just like superman, even if you’re not from Krypton. It is also saying that you will have bones of steal if you drink milk, which is a false statement, and a very good way to persuade people to buy more milk. It also uses adjectives like “super” and “strong” to impact the reader in an attention grabbing way. This ad will definitely spark interest in readers and probably persuade them to drink more milk in the near future.


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