Analysis Of Muscle Milk Advertising

In the world that we live in today, people are always looking to improve their appearance. They use methods such as makeup, plastic surgery, Photoshop, exercise, etc. Certain businesses take advantage of people’s insecurities by trying to look a certain way and make a profit off of it. For example, Muscle Milk, a protein based company, advertises supplements in order to achieve that goal, suddenly making achievable goals possible. Muscle Milk advertisements look to attract mostly the male population because the thought of being bigger and gaining protein is a common male desire. Although both advertisements are geared towards men, one is for athletic men and the other is for non-athletic. In the advertisement with Clay Matthews, all-star linebacker, …show more content…
An obvious use of pathos is that the product can make someone more attractive. Another is the investment in one’s health. The advertisement uses humor indirectly to convince men that you either have to be rich or have a great body, and that Muscle Milk will help you achieve that goal. The Muscle Milk bottle is presented up close, which increases the intensity of the image and suggests the importance of the product. The front view also emphasizes the drink in the ad. The words on the bottle are legible and stand out, so consumers can easily read the bottle. The framing of the image directs your attention to the bottle of muscle milk, the clever saying “SOME GUYS DON’T NEED A GREAT BODY TO DATE SWIMSUIT MODELS. THOSE GUYS ARE CALLED BILLIONAIRES”, and the statement “IT’S POWERFUL PROTEIN”. This particular frame was chosen to convince males that the only way to attract females is by being physically fit. The light in the image is directed at the bottle and the words, which stand out next to the dark blue background. This bright, artificial lighting affects the mood/feeling of the ad in a positive way by drawing attention to the bottle. All parts of the image are clearly in focus and the product is the center of attention. The clever saying stated at the top of the ad attempts to convince male buyers that in order to date attractive females, they should drink Muscle Milk. The size/scale of the words and the product in the image are exaggerated. The words located at the bottom of the ad “MEAL REPLACEMENT”, “HEALTHY SUSTAINED ENERGY”, AND “EXERCISE RECOVERY” all create wholeness and unity. These words in the advertisement are specific, telling what the product does. The visual weight of the photo appears to be evenly distributed on the sides, top, and bottom. Words are present at the top and bottom of the photo and the product is at the center. Lines at the top are curved and