Got Milk?

Who would have thought that Amanda Bynes, a butterfly, a painted on mustache, and the word “metamorphosis” could effectively sell milk? This full-page advertisement was placed in the February 2008 edition of Cosmo Girl. As so, it is clearly trying to appeal to an audience of teenagers and convince them to drink milk. Got Milk? is an American advertising campaign encouraging the purchase of cow's milk. It was created by the advertising agency Goodby Silverstein & Partners for the California Milk Processor Board in 1993 and later licensed for use by milk processors and dairy farmers. It has been running since October 1993. The campaign is credited with putting life back into milk sales nationwide after a 20-year slump. The slogan "got milk?" was licensed to the National Milk Processor Board (MilkPEP) in 1998 to use on their celebrity print ads, which since 1995, included celebrities from the fields of sports, media and entertainment, as well as fictional characters from TV and film such as The Simpsons and Batman, posing in print advertisements sporting a "milk moustache," employing the slogan, "Where's your mustache?" In order to get more young people to drink milk, this advertisement integrates the rhetorical appeals of logos and ethos, as well as the rhetorical strategies of illustration, analogy, and cause and effect.

The advertisement, seeking to get young girls to drink milk, appeals to ethos through the strategy of illustration. The appeal to character, through the use of illustration, argues that drinking milk is cool. As a celebrity and role model, Amanda Bynes, who is the focus of the advertisement, has the power to influence the decisions of many young, teenage girls. Many young women look up to Amanda and and want to be like her. Thus, it is an effective argument to use illustration to appeal to ethos. If girls think Amanda is cool and want to be like her, seeing Amanda with a milk mustache will make them want to mimic her actions and drink milk as well.

The strategy of analogy is made by the inclusion of the milk mustache. The milk mustache has become an icon of the national “Got Milk?” campaign. This long-existing million dollar campaign has been successful at getting Americans to drink milk. The milk mustache and words “Got Milk,” as icons, cause an analogy to be made to the good will of the creators of this advertisement, as it causes the viewer to associate with the good will of the campaign. The milk mustache and the image of the butterfly on Amanda’s nose also appeals to ethos through analogy. The analogy between the milk mustache and the butterfly is quite apparent, as they are both on Amanda’s face, drawing the conclusion that Amanda has turned into a beautiful betterfly by drinking milk. The combination of Amanda’s face, the milk mustache, and the butterfly work together to form the analogy that makes the inclusion of the word “Metamorphosis” appropriate and effective. Amanda, similar to the butterfly, has gone through metamorphosis since her days on “The Amanda Show.” Amanda has “transformed,” or gone through the metamorphosis from a little girl to a beautiful young woman. Amanda’s metamorphosis can happen to everyone, as seen in the use of the word “teens,” referring to all young men and women. “Grow beautiful, inside and out,” is an analogy between the butterfly, Amanda, and all teens who drink milk. This analogy boosts the good will of the advertisement, as it claims that drinking milk can help teens with their desire to be healthy and appear beautiful, similar to a butterfly or Amanda Bynes.

“Grow beautiful” also appeals to ethos through the strategy of cause and effect. This advertisement uses cause and effect to improve its character. Many teens do not want to drink milk and do not see it as necessary. However, this advertisement puts milk in a better light. It shows that the cause of drinking milk produces the effect of being healthy and having more appealing looks. As many teens value health and looks, the knowledge that milk can help teens to achieve these goals makes drinking milk more appealing. Teenage girls may say that they will try anything that can produce the effect of making them look like Amanda Bynes.

This advertisement, along with appealing to ethos, directly appeals to logos, or logic and reason. Mainly, what the article is arguing is logical. It is important to drink milk, a specific reason being “studies suggest teens who choose milk over sugary drinks tend to be leaner, plus protein helps build strong muscle.” The strategy of cause and effect is clearly being used in this statement to appeal to logos. When considering kairos, or context, it is seen as logical to be lean and muscular because those traits are associated with being healthy. Thus, cause and effect comes into play as the cause of drinking milk has the effect of being lean and muscular.

Also appealing to logos is the use of the word “studies.” In seeing the word “studies” as opposed to “people suggest” gives the advertisement credibility. In the advertisement an analogy is made between “studies” and research, knowledge, and authority. The use of the word “studies” suggests that someone knowledgeable ran tests and gathered data, as opposed to someone with no background on the subject making assumptions. The word “studies” assures the viewer that the theory is true and has been tested. “Studies,” however, can surely mean different things. The kairos, or context, also referred to as time and place, assists in establishing credibility. For instance, it can refer to school work. The idea of kairos definitely applies in this situation. Outside of the context of this article, “studies” may no longer have the same meaning and may not assist in establishing credibility.

The appeal of logos also uses the strategy of illustration. The words “body by milk” combined with the image of Amanda Bynes forms a logical argument. Amanda’s photograph logically backs up the statement. Separately, the images and words do not have the same effect. However, together, they create a powerful argument of the type of body obtainable from drinking milk. In choosing Amanda Bynes, a healthy and lean girl, the illustration, logically goes along with what the advertisement claims. The argument that “teens who choose milk tend to be leaner” would not be sound or logical if the background consisted of a heavy girl sitting on a couch watching television. The American ideal is to be lean and healthy. This advertisement is trying to argue that milk can assist in reaching that ideal. It is logical to “choose milk over sugary drinks” because it can help you to look like the image of Amanda. Choosing milk can also help you “grow beautiful,” as stated and logically supported by the use of illustration that shows off Amanda’s beauty.

This advertisement’s argument is very effective at appealing to its audience. Through the use of the appeals of logos and ethos and the rhetorical strategies of illustration, analogy, and cause and effect this advertisement effectively appeals to young women. This advertisement appeals to young women’s logic and to their ethos, causing them to see the good nature of the “Got Milk?” campaign. The structure of this advertisement effectively appeals to young women, effectively convincing them of the importance, necessity, benefits, and coolness of drinking milk. The combination of the appeals of ethos and logos works to form the sound argument favoring milk. This advertisement puts milk in a different like. It shows drinking milk as having the effect of creating images that women desire to be and that men desire to be with. So, as this advertisement convinces of the importance of the refreshing beverage that comes from cows, “Got Milk?”

Works Cited

"Got Milk?" Wikipedia. 10 Apr. 2008. 6 Apr. 2008.

Got Milk?

What could an advertisement possibly be arguing with a picture of Amanda Bynes, a butterfly on her nose, a milk mustache, the words "got milk," and the word "metamorphosis?" This full-page advertisement, placed in the February 2008 edition of Cosmo Girl, is clearly trying to appeal to an audience of teenagers and get them to drink milk. Got Milk? is an American advertising campaign encouraging the purchase of cow's milk, which was created by the advertising agency Goodby Silverstein & Partners for the California Milk Processor Board in 1993 and later licensed for use by milk processors and dairy farmers. It has been running since October 1993. The campaign is credited with putting life back into milk sales nationwide after a 20-year slump. The slogan "got milk?" was licensed to the National Milk Processor Board (MilkPEP) in 1998 to use on their celebrity print ads, which since 1995, included celebrities from the fields of sports, media and entertainment, as well as fictional characters from TV and film such as The Simpsons and Batman, posing in print advertisements sporting a "milk moustache," employing the slogan, "Where's your mustache?" In order to increase the popularity of milk among young people, specifically young women, this advertisement applies the rhetorical appeals of logos and ethos through the use of the rhetorical strategies of illustration, analogy, and cause and effect.


This advertisement directly appeals to logos, or logic and reason. Mainly, what the article is arguing is logical. It is important to drink milk. Specifically, "studies suggest teens who choose milk over sugary drinks tend to be leaner, plus protein helps build strong muscle." The strategy of cause and effect is clearly being used in this statement to appeal to logos. It is logical to be thin and muscular, which can be the effect of drinking milk. Let’s face it, people do not long to be flabby and overweight.


Also appealing to logos is the use of the word "studies." The kairos, or context, also referred to as time and place, works to establish credibility. In seeing the word "studies" as opposed to "people suggest" gives the advertisement credibility. "Studies" can surely mean different things. For instance, it can refer to school work. In the advertisement an analogy is made between "studies" and research, knowledge, and authority. The idea of kairos definitely applies in this situation. Outside of the context of this article, "studies" may no longer have the same meaning.


The appeal of logos also uses the strategy of illustration. The words "body by milk" combined with the image of Amanda Bynes forms a logical argument. Amanda’s photograph logically backs up the statement. Seperately, the images and words do not have the same effect. However, together, they create a powerful argument of the type of body obtainable from drinking milk. In choosing Amanda Bynes, a healthy and lean girl, the illustration logically goes along with what the advertisement claims. The argument that "teens who choose milk tend to be leaner" would not be cound or logical if the background consisted of a heavy girl sitting on a couch watching television. The American ideal is to be lean and healthy. This advertisement is trying to argue that milk can assist in reaching that ideal. It is logical to "choose milk over sugary drinks" because it can help you to look like the image of Amanda. Choosing milk can also help you "grow beautiful," as stated and logically supported by the use of illustration, or the photograph, that shows off Amanda’s beauty.


Though Amanda assists in the appeal to logos, she contributes to the appeal of ethos as well. This advertisement, located in an edition of Cosmo Girl magazine, is attempting to appeal to a certain audience. The advertisement, seeking to get young girls to drink milk, uses the strategy of illustration to appeal to ethos. The appeal to character, through this specific strategy, argues that drinking milk is cool. As a celebrity and role model, Amanda Bynes has the power to influence the decisions of many teenage girls. Many young women look up to Amanda and and want to be like her. Thus, it is an effective argument to use illustration to appeal to ethos. If girls think Amanda Bynes is cool and want to be like her, seeing Amanda drinking milk will make them want to mimic her actions and drink milk as well.


The strategy of analogy is made by the inclusion of the milk mustache. The milk mustache has become an icon of the national "Got Milk?" campaign. This long-existing million dollar campaign has been successful at getting Americans to drink milk. The milk mustache and words "Got Milk," as icons, cause an analogy to be made to the good will of the creators of this advertisement, as it causes the viewer to associate with the good will of the campaign. The word "metamorphosis" and the image of the butterfly on Amanda’s nose also appeals to ethos through analogy. The analogy between the word "metamorphosis" and the butterfly is quite apparent, as butterflies go through the process of metamorphosis. As the butterfly is on Amanda’s nose, another analogy is formed. Amanda, similar to the butterfly, has gone through metamorphosis since her days on "The Amanda Show." Amanda’s metamorphosis can happen to everyone, as seen in the use of the word "teens," referring to all yound men and women. "Grow beautiful, inside and out," is an analogy between the butterfly, Amanda, and all teens who drink milk. This analogy boosts the good will of the advertisement, as it claims that drinking milk can help teens with their desire to be healthy and appear beautiful, similar to a butterfly or Amanda Bynes.


"Grow beautiful," using the strategy of analogy, also appeals to ethos through the strategy of cause and effect. This advertisement uses cause and effect to improve its character. Many teens do not want to drink milk and do not see it as necessary. However, this advertisement puts milk in a more positive light. It shows that the cause of drinking milk produces the effect of being healthy and having more appealing looks. As many teens value health and looks, the knowledge that milk can help teens to achieve these goals makes drinking milk more appealing. Teenage girls may say that they will try anything that can produce the effect of making them look like Amanda Bynes.


This advertisement’s argument is very effective at appealing to its audience. Through the use of the appeals of logos and ethos and the rhetorical strategies of illustration, analogy, and cause and effect this advertisement effectively appeals to young women. This advertisement appeals to young women’s logic and to their ethos, causing them to see the good nature of the "Got Milk?" campaign. The structure of this advertisement effectively appeals to young women, convincing them of the importance, necessity, benefits, and coolness of drinking milk. The combination of the appeals of ethos and logos works to form the sound argument favoring milk. This advertisement puts milk in a different light. It shows that drinking milk has the effect of creating images that women desire to be and that men desire to be with. So, just as this advertisement convinces the importance of a refreshing beverage, "Got Milk?"

Barack on the issue of education...

“I don't want to send another generation of American children to failing schools. I don't want that future for my daughters. I don't want that future for your sons. I do not want that future for America.” –Barack Obama


This quote clearly implements pathos. In referring to his daughters and America’s sons, he appeals to the audience’s emotions. He plays towards their emotions of wanting something better for the future. Though the education our parents received was not ideal, Obama uses pathos to make the audience believe that improvements can be made. While the education system has not been the greatest in the past, Obama wants the audience to believe that he can fix it and build a brighter future for our children.


This quote also clearly implements ethos. In taking this stance on education and saying how he wants a better future for America, he is making an appeal towards his character. By saying he wants to better the education system for future generations, he is hoping to improve his character. He is attempting to show the audience how he is a knowledgeable, considerate, and the best fit to deal with this issue and any others. Obama wants to seem kind hearted, yet strong at the same time. He is directly trying to persuade the audience by using his character to seem kind and the best for the job.


Demonstrated in this quote is the rhetorical strategy of comparison-contrast. He compares our parents’ generation to the generations of the future. Also, he contrasts the current failing educational system to a better one that he could create, were he elected President. He contrasts the futures that his generation received to brighter futures that he could create for future generations by fixing the education system.


Also demonstrated in this quote is the rhetorical strategy of classification and division. By saying that he does not want that future for his daughters, as well as your sons and America, he puts everyone into the same classification. Obama, by making the classification of the future generations of America, shows that a better education system would benefit everyone. He shows how the product of better school fit into the larger scheme of a brighter future for America.


Obama addresses the opposing arguments with evidence and rebuttal. One of the problems is titled “No Child Left Behind Left the Money Behind.” Here, Obama demonstrates a use of rebuttal. He states that “the goal of the law was the right one,” presenting the opinion fairly and respectfully. He then, however, demonstrates why “No Child Left Behind” by showing how it didn’t work and is not a valid argument. He says that the unfulfilled funding promises, inadequate implementation by the Education Department, and shortcomings in the design of the law limited its effectiveness and undercut its support. Another of Obama’s issues is titled “High Dropout Rate.” With this argument, Obama demonstrates a use of evidence. Obama provides statistics such as, “Only 70% of U.S. high school students graduate with a diploma,” to show how the high dropout rate is a major problem in the current educational system.

rehortical strategies in the Wal-Mart commercial...

There are several rhetorical strategies used in the Jesse McCartney Wal-Mart commercial.

For instance, the use of illustration is very apparent in this commercial. The commercial illustrates the Christmas decorations and gifts that one can buy at Wal-Mart. The tree, stockings, lights, wreaths, and garland all can assist to brighten a home for the holidays and help make the holiday extra special. Also illustrated, are the electronics that one can buy from Wal-Mart. The game boy, laptop, IPOD, and digital camera illustrate that Wal-Mart not only has beautiful decorations, but the perfect gift for everyone on a list. Wal-Mart can “hook up your home for the holidays.”

Also used in this commercial is the strategy of cause and effect. The McCartney family is having a wonderful holiday. The commercial wants the viewer to believe that a wonderful holiday comes from Wal-Mart. A wonderful holiday includes magnificent decorations and heart-felt gifts. The commercial shows that the McCartney family, with their tree, lights, wreaths, garland, and electronics, is having a great holiday thanks to Wal-Mart. IT is possible for everyone else to have a great holiday as well, they need only to shop at Wal-Mart.

This commercial also shows the process of how to use the electronics that are in the commercial. Jesse is seen playing the game boy. He demonstrates to the audience how the game boy is supposed to work. When the mom snaps a picture of her daughter, she is showing how to correctly use the digital camera. The daughter, with her ear bud headphones, demonstrates the proper use of an IPOD. Finally, the brother demonstrates one use of a laptop.

Narration is also used to represent these people as a typical ‘American family.” The mom and Jesse converse about the simple favor of “letting the cat in.” This shows the actors as normal people and how everyone can have a great holiday by shopping at Wal-Mart. The s3everal rhetorical strategies in this commercial combine to achieve one main goal. The commercial’s objective is the get the audience to shop for their holiday needs at Wal-Mart.