Ethos and Advertising Analytical Essay by Nicky

Ethos and Advertising
This paper examines the use of ethos in advertising, concentrating onthe 'Got Milk?' campaign in the United States.
# 128729 | 1,327 words | 4 sources | APA | 2010 | US

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In this article, the writer discusses that one of the most successful and intriguing advertising campaigns in recent history is the Got Milk? campaign, started by the California Milk Processor Board, and now run by America's Milk Processors. The writer explains that this campaign utilizes celebrities wearing milk mustaches to advertise milk and milk products. The overt messages in the campaign are about the health benefits of drinking milk. The writer discusses that while no single 'Got Milk?' ad captures all four ethos, when the ad series is viewed as a whole, it is clear that the America's milk processors manages to use all four ethos, competence, integrity, likableness, and forcefulness, in their campaign. Therefore, to understand how advertisers manipulate ethos, this paper examines 'Got Milk?' advertisements.

From the Paper:

"The ad clearly conveys the message that Helgenberger is competent; the character she portrays on TV is a very competent investigator and it is overtly referenced in the ad. In addition, the ad references Helgenberger's role as a mother, a role that many people associate with competence, especially when it comes to issues regarding nutrition. Furthermore, by referencing her role as a mother, Helgenberger reminds people that she has been through at least one pregnancy, which invites scrutiny of her physique. If her physique can be in great shape after carrying a baby, and her secret is to consume milk, then the message conveyed is that any can achieve the same type of results. While this ad is more honest than the Dark Knight ad, it almost certainly omits other salient factors that have probably contributed to Helgenberger's continued good looks, like a personal trainer and other careful food choices."

Sample of Sources Used:

  • America's Milk Processors. (2008). The dark knight. Retrieved November 15, 2008, from Bitten and BoundWeb site:
  • America's Milk Processors. (2008). Marge Helgenberger. Retrieved November 15, 2008, from Bitten and BoundWeb site:
  • America's Milk Processors. (2008). Suze Orman. Retrieved November 15, 2008, from Why Milk?Web site:
  • America's Milk Processors. (2008). Heidi Klum. Retrieved November 15, 2008, from Why Milk?Web site:

Cite this Analytical Essay:

APA Format

Ethos and Advertising (2010, August 04) Retrieved March 24, 2023, from

MLA Format

"Ethos and Advertising" 04 August 2010. Web. 24 March. 2023. <>