This paper compares and contrasts two advertisements for milk. Both are part of the same campaign, but one is geared for general audiences and one is more specifically targeted. The comparison between the two shows how similar marketing approaches can be used to appeal to different market segments. Both ads were prepared by the Fluid Milk Promotion Board, as part of a long-running campaign using photographs of celebrities sporting milk mustaches and holding glasses of milk. Some celebrities are more instantly recognizable than others, and the campaign identifies each one in very small type at the bottom of the ad, to facilitate recognizability. The copy on each is written in the first person, a quote from the pictured celebrity of his or her comments about the benefits of drinking milk. The campaign is designed to encourage regular milk drinking as part of a healthy diet by linking milk consumption both to a sensible lifestyle and to celebrity status. The campaign has been highly successful, won many awards within the industry, and been continued for a number of years.
The first ad, carried in several major general-interest magazines, including Time and Newsweek, features Baywatch actress Yasmine Bleeth, wearing a one-piece bathing suit, holding the requisite glass of milk, and smiling into the camera. The shot is a three-quarters pose designed to remind viewers of her success as a member of the cast of the long-running show about attractive lifeguards on the South
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