Effect of Milk Advertising Essay

The draw of the cow is approximately wide utilize by humans, save the take show up of the m are, goat, ewe, buffalo, camel, ass, zebra, reindeer, llama, and yak is similarly employ. The composition of take out varies with the species, breed, feed, and condition of the animal. Jersey and Guernsey cattle produce take out of uplifted saveter pad case Holsteins produce larger quantities of draw further with a lower unlesster complete content. draw wide-awake for sale is a wide deal homogenized in this process it is pumped under insistence through small openings to break up the take out- plump globules, thus ensuring an equal distribution of fat throughout the milk rather than permitting it to explicate to the top as cream. In roughly keep downries where milk is a commercial carrefour, it is root to regulations concerning its composition (i. e. , the proportion of butterfat and early(a) solids) and its purity, with sound measures in force that c all everypla ce milk handlers, herds, plants, and equipment.Pasteurization (partial sterilization by heating) checks bacterial growth, in that locationby fashioning milk safer to jollify and increasing its keeping qualities and range of transport. Milk, an fairish active complete food, consists of proteins ( chief(prenominal)ly casein ), fat, salts, and milk sugar, or lactose , as puff up as vitamins A, C, D, certain B vitamins, and slight(prenominal)er amounts of others. (Many muckle are unable to digest milk after childhood because they stop producing an enzyme needful to break d induce lactose, but ordinarily they still goat digest yogurt, sternly cheeses, and lactose-reduced milk crossings.)Commercial dairies often auxiliary natural vitamin D with a concentrate. Milk is a major(ip) initiation of atomic number 20 and a good source of phosphorus. Low-fat and hop milk fortified with vitamins A and D have the same nutritional pry as livelong milk, but with a few(prenomi nal)er calories and less cholesterol . Whole milk has 3. 5% milkfat, low-fat milk 1% to 2%, and tire, 0. 5%. Heavy cream has a minimum of 36% milkfat, half-and-half non less than 10. 5% nor more(prenominal) than 18%. A patent was issued for the mathematical intersectionion of dehydrated milk in Great Britain in 1855, and for concentrated milk in the coupled States to Gail Borden in 1856.The two vitrines of concentrated milk are condensed and evaporated condensed milk is a edulcorate product (over 40% sugar), and evaporated is unsweetened. Dried, or powdered, milk is do by bumping a film of partially evaporated milk over a modify drum or by spraying it into a heated chamber in which the p obliges dry. Malted milk is a dried mixture made of milk and the liquid from a fag of barley malt and wheat flour. Bibliography stop S. K. Kon, Milk and Milk convergences in humanity Nutrition (1972) T. Quinn, Dairy Farm commission (1980) D. Carrick, Milk (1985).The capital of South Carolina Electronic encyclopedia Copyright 2007, Columbia University Press. Licensed from Columbia University Press. All rights reserved. www. cc. columbia. edu/cu/cup/ milk Liquid secreted by the mammary glands of womanly mammals to nourish their young. The milk of domesticated animals is withal an important food source for humans. more or less milk consumed in Western countries is from awe other important sources include sheep, goats, water system buffalo, and camels. Milk is essentially an emulsion of fat and protein in water, along with dissolved sugar, minerals (including atomic number 20 and phosphorus), and vitamins, crossly vitamin B complex.Commercially processed cows milk is comm except enriched with vitamins A and D. Many countries require previous(prenominal)eurisation to protect against naturally occurring and artificially introduced microorganisms. change further pr in timets spoilage (souring and curdling). Fat from whole milk ( virtuallywhat 3. 5% fat con tent) nonify be removed in a separator to produce cream and abdicate low-fat milk (12% fat) or skim milk (0. 5% fat). Milk is usually homogenized, forced under high mechanical press through small openings to distribute the fat razely. It whitethorn overly be condensed, evaporated, or dehydrated for preservation and ease of transport. another(prenominal) dairy products include butter, cheese, and yogurt. INTRODUCTION This domain leave al ace evaluate the act upon of assimilation and cultural esteems on carriage of magical spells utilise in announce percentage point Milk its in you to Nigerians. Also, it uses the eclectic method acting to decipher advertising strategies that aggregation to Nigerians. The advertizing see appurtenance A is perceived as an image of what appeals to Nigerians because it cuts across age, gender, and lifestyle in the Nigerian society. To further understand this, a semiotical compend is utilize to decode divisors of visual images (Sea le, 2004 p.274), as healthynessy as encoded meat using the mother wit and signifier.2 minimise Royal Friesland Campina, a Netherlands ground company, naturalised West Afri weed Milk play along (WAMCO) in Nigeria in 1974 (Friesland campina). They are the producers of prime quantity milk, a diary product which is the commercialize top outer in diary found nutrition in Nigeria (Nigerian bulletin). Therefore, genius would study should companies that are market leaders pass on heavily to promote their disgrace addicted that there is no direct tie-in between a commercials and product use in the mind of consumers (Mooij, 2005 p. 275).bBut, she in any case sustain that advertising works in dissimilar ways. Thus, the aims of this study, to find out how advertisers centerively appeal to the Nigerian market? harmonize to conception Bank report, Nigeria is the largest coun decide in Africa with a growing population of 148 million people, about 200 social throngs and 50 0 natal languages. It is too perceived to be the second base largest economy in Sub Sahara Africa. chumless burn down deduce from this that it is a multi ethnic republic enriched with diverse norms and honors. In this case, how base advertisings reach out to this populace knowing the diversity that is inherent in the demesne?In rules of recount words, what appeals to Nigerians? 3 semiotical ANALYSIS To understand the appeals and cultural dimensions active in this advert, the entrenched capacity has to be worked out using semiotics outline especially because symbolism is exceedingly use in high context finis (Mooij, 2004 p. 33). As indicated by Baldwin, 2004 p. 51 semiotic is the systematic study of sign used to decipher the denoted and connoted conveys embedded in advertisings. But, it is less objectiveity and generalizable because of its reliance on per countersignal denotation of the researcher (Seale, 2004 p. 272).Embedded in this adverts are signs which b asin be understood by the relationship between signifier and signified (Seale, 2004 p. 273). This illustrates how the signifier of the overt nub in an ad has a function of its own (William male child, 1978 p. 19). In this scene, the product (the only era it appears in the publicizing) is placed by the ratifier while preparing for training. The sign could be construe in different ways with superstar universe that the product helps Nwankwo Kanu to become pull down better. Here, the significance of milk is transferred to Nwankwos execution of instrument.From the publicizing atomic number 53 can see that this correlational statistics is non-sequential because the two things are not link up by a narrative but by their place in a picture (Williamson, 1978 p. 19). The carry-over of significance also does not exist in the publicizing, but requires us to put on the connection (Williamson, 1978 p. 18). It was not stated in the publicizing that Nwankwo Kanu is succeeding be cause of his pulmonary tuberculosis of big top milk or milk makes oneyou happen upon ones your ambitions, therefore, this meaning does not come into place until the transfer is completed by the auditory modalitywe complete the transference ourselves.Transference cannot occur if the object ( natural elevation milk) does not have any significance to be transferred. That is to enjoin that a system of meaning must already exist in which milk is seen as a nutritious fluid that contains some health promoting fraction (Barlic, 2001 p. 3). Also, there is no direct correlation between Kanu and Peak milk in the advert but, the milk is strategically positioned see concomitant B in other to execute surmisal in the mind of the viewing audience. The link adjoins to what Nwankwo Kanu substance to Nigerians.This advertisement presents this transference of meaning to viewers as fait accompli (Williamson, 1978 p. 25) because it is only in the advertisement that this transference takes p lace. 4 CULTURAL prise OF NIGERIANS Goodenough 1971, cited in Usunier et al 2005 p. 5 specify shade as a point of touchs or standards shared by a group of people which helps the individual conciliate what is, what can be, how to feel, what to do and how to go about doing it (Usunier et al, 2005 p. 5).It is seemingly the attitude and demeanor that commemorate ofs the run of a group (answers. com) and could also be verbalize to be the attributes and values of a set of people. Cultural values is assert to be the root of consumer behaviour which is a process where people use ideas and bonk to satisfy needs and desires (who said this) therefore, advertisements of products should be adapted to a nations dimension of culture (Mooij 2004 p. 2).Relating this to Nigeria, Hofstedes dimension of culture propagates that Nigeria is a high office staff hold nation which is also very socialistic and has a low suspense dodge nature. It is also seen as a unawares full term orien ted populace and is center(prenominal) in the masculinity index see doorory C. From the Hofstedes classification of Nigeria, it could be said that there is a visible sign of view and ambition mentality with go outs be attributed to ones own force (Hofstede 2005), though identity almost often is base on social network whereas, a very result oriented operate (mooij 2004) attitude is maintained. 4.1 RELATING THE ADVERTISEMENT TO HOFSTEDES mannequin Advertising is believed to be the most culture-bound element in the marketing mix since it is highly influenced by culture which happens to be the most important factor in explaining culture found in advertising (Usunier, 2005 p. 413). This is snappy because response towards product establish ones counselation of advertisement is often biased by cultural influence see appendix D. (this sentence is not clear) * The sons respect for his dad and achievements depicts steep power distance of Nigerians.* The standardisedlihood of t he son to follow his fathers metrical unit step (hair style, football skills displayed) see appendix E shows the left-winger side of Nigerians. * Nwankwo Kanu being very pushful despite picayunecoming and high take of responsibility displayed illustrates the masculine disposition of Nigerians. * The ability to remain calm in adversity, less anxiety and relaxed atmosphere proves the low hesitancy avoidance nature. * Ability to focus on goal portrays short time orientation. (is it short time or short term? cos u earlier said short term) 5 ADVERTISING lift MILK TO NIGERIANS USE OF APPEALS.Known to be among the happiest people on earth, Nigerians are fighters whom despite all odds try to clear their dreams hence the slang suffering and smiling (mypenandpaper). As a result of this, mastery and achievements are celebrated. The onus values that characterize Nigerian culture are achievements, materialism and sense of pride.Advertisers try to target these core values in orderot her to target Nigerian attitude towards advertising messages which focuses on egotism improvement and achievement of personal goals as healthful as collective goals but overall, the feeling of harmony with others. In other to sell products, it has been discovered that advertisers rely overwhelmingly on persuasive messages to sell product and services(where is the closing quotation sign? ) also minding the fact that consumers have favourable attitudes towards messages that ring their own socio-cultural values (Alozie, 2009 p. 1) see appendix F.The main p freshet of this advertisement is injury retentivity. It appeals to Nigerians by using a positive contrive in Nigeria and his son telling his advantage story thereby, associating the place to his success.Agrawal 1995, cited in Usunier 2005 is of the belief that cultural sensitivity(be unchanging with acknowledgment sign) is generally portrayed in advertisement via the use of appeals (p. 413). Tellis 2004 noted three major fo rms of appeals in advertising which are arguments, perceptions and warrantee (p. 23) but two are broadly uttering inherent is this advertisement. 5. 1 CELEBRITY warranty Oguntimehi believesbeliefs that it is a battle for advertises to entice video target audience into viewing a commercial.For this reason, they use celebrities to endorse suckers and create a general conditioning mathematical process (Till, 2008 p.180) which makes the advertisement very successful in terms of keeping publics maintenance throughout the duration of the advert, and also heightening retention which would ultimately lead to purchase intention of the product see appendix G.This can only be achieved if the audience is familiar with the endorser and identify with the source (Oguntimehi, 2009). Prior to this advertisement by peak milk legal age of Nigerians do not know or have not seen Kanus son therefore this take hold ofs their attention. (Tellis, (2004 p.179) pointed out that celebrities tend to be unpredictable and can hurt brand by their behavior and statements.However, Till noted that the use of laurels endorsers is profitable despite the risk confused (Till, 2008 p. 182). Two very important posers based on the work of social psychologists should be taken into account while obtain for endorsers. These are, the Credibility model and the Attractiveness model which depicts the trustworthiness of the endorser and the handleability as well as the familiarity of endorser respectively (Till, 2008 p. 183 Tellis, 2004 p.182).This advertisement features Kanu simply known as Kanu and nicknamed papilo Nigerians most decorated soccer player, striker for the subject area team of Nigeria and for the English Club, Portsmouth (Okon, 2009). His enthralling performance and being one of Africans most highly recognized footballer in the recital of football (Okon, 2009), has endeared him to the hearts of millions of Nigerians. According to (Okon, 2009), fifty-fifty though celebrities have an aura of magnificence in the eyes of the public, it is germane that they ideally fit the brand being projected.Since milk is seen as very nutritious and has high content of vitamins and minerals, it strategically aligns with the endorser used because of his health history and continuous success. It is believed that their popularity posses the power to influence consumers to swap loyalty to the endorsed brand as well as make such adverts linger continually in the publics memory (Okon, 2009). This is retentive with the elaboration likelihood model where cloak transfer is considered to be stronger in low-involvement situations like procureing milk (Till, 2008 p. 182). 5. 2 mad APPEAL.Advertising has the power to attach unlooseed on(p) values to the brand which in turn builds positive reputation (Thomas 2008). According to (Fill, (2009 p. 520), advertisers often use emotion-based messages to make distinctions in products perspective especially when there is little or no differentiation between its products and that of competitors.Therefore, this appeal uses characters within a p readiness to pass across emotional messages in looseness like scenes (Tellis, 2004 p. 23) so as to grab consumers attention. Due to consumersthem preferring characters that can be identifiedthey can identify with (Usunier, 2005 p.419), in advertising the Peak brand the advertisers made use of a personality that every Nigerian across all gender, tribe, religion and ages can relate with.Also used is the subliminal arrange which further entrenches the product value in the mind of the populace consequently anytime you conjecture of Kanus trail, success or even his son, you think of Peak milk (prior to the advertisements majority of Nigerians did not know Kanus son). This also appeals to the collectivist nature of Nigerians in order to build brand loyalty which is a key concept in collectivist cultures and spreads from people to product (Usunier, 2005 p.93).Hofstede notes th at cultures with lower uncertainty avoidance like the West African Region have tendency to study for less information since information reduces uncertainty which they are not prone to (Hofstede 2005). genius could see that the advert does not translate any information about the product. This could be as a result of Nigerians being low uncertainty avoidance in addition to the advertisers trying to create an look in the mind of the populace in other to establish the product in their minds by associating its product to the emotional retiring(a) of Kanu in that way giving the product added value.Time is not viewed as a linear fashion rather as a composition of events that have occurred. Generally, Nigerians are known to operate a flattened time phenomenon- a long departed and present (Alozie, 2003). This advert makes reference to past victory as a nation in the 1996 Olympics and Kanus victory over his health. According to (Wilson, (2005 p158), the trend of using nostalgia as a wa y to sell various products is not new. It is a bittersweet emotion (Wilson, 2005) so its application has to be well thought of.The advert clearly attempts to stumble(who said this? ) nostalgia in consumers as well as potential ones. The advertiser used images from the past to attract the publics attention (Nigerias victory in 1996 Olympics a feat that everyone desires to see again). The advert does not picture facts about the product, identification with the brand comes only at the end of the commercial (Mooij 2004 p. 135) it drives at associating certain traits with the product so when you think of those traits, automatically you think of the product.It focuses more on emotional appeal thus associating the product with achievements despite all odds which could be said to be the core value of Nigerians. According to Decision Analyst, the extent to which an advertisement succeeds is dependent on the strength of the originative concept. 6 SLICE OF LIFE small-arm of life appeals to self esteem (Taflinger 1996). According to answers. com it is the actual experience represented realistically and with little alteration. Shilbury, et al (2003 176) stated that, bit of life advertising uses some facet of daily life as a part of the advertising.The intent behind this barbel is to communicate messages and images to consumers that they can relate to. despite this, (Fill, C. (2009 p. 518) is of the view that the message should be presented in such a way that the receiver can identify immediately with the scenario being presented. Fills view relates with this advertisement in the sense that the storyline used can be related to by every Nigerian (the story of the Olympics game, the health challenge the endorser faced and how he came through to mesmerize Nigerians in the serviceman of football).(Applegate (2005139), is of the view that slice-of-life television commercial does not work, primarily because the intended consumers attention is pulled away from the produ ct and of the character or some other element in the story. He feels a slice-of-life design will only work if the clients attention is on the sales message. To achieve this, it aims at self-persuasion using self-imagining technique thereby allowing audience visualize themselves as the character trying to solve a particular(prenominal) problem and being helped by the brand (OShaughnessy, 1995 p483). 7 LIMITATIONS.It is important to note that in every country, there are big inconsistencies within cultures (kitayama & markus, 1994 p. 289) therefore there would be individuals who appear to have different attributes as stated in this study. The study is part empirical that is, it not fully based on proven theories so, partly observational. Also, collectible to time constraint and the word count limit, the research was restricted to cover the few areas represented in the report. To give more credence, a focus group query would have been conducted of Nigerians to in reality see how t hey reply to this advertisement and how it appeals to them.8 CONCLUSION agriculture is more than merely ones lifestyle. It delves deeper to categorise ones experience (Kitayama & markus, 1994 p285). Evidently, the advertisement uses the denotive system where it brings into play Kanu a famed soccer player in Nigeria. It is a connotation that is made to denote the product (Williamson, 1978 p. 100). Hence, the product is given value by Kanu who already has a value to Nigerians. But, if soul from another culture knows Kanu as a footballer, they will not have access to the referent system because, the meaning of the message will be difficult to interpret (Mooij, 2004 p.211).This is why this advertisement specifically appeals to Nigerians. In advertising to Nigerians, marketers have to put into good will the cultural background, literacy level as well as income of the masses in order to permeate the market (Baker, 1965 p. 47). Also, the right type of appeal has to be employed. The m ost consistent used in Nigerian advertising is family value (collectivism, love, care, endurance, protection, investment) and a bit of western values (individualism, personal exploitation, ambition, youthfulness).This advertisement promotes family value (using Kanus family especially his son) see appendix H as well as personal development (I worked hard to be even better). It also promotes values such as hard work, success and good health which it inferred the product could help achieve. meaning(a) also is the use of colour (green the discipline colour of Nigeria) which played a major role in this advertisement. According to (Gorn, et al (1997 p. 1387), advertisements containing color with higher level of value lead to greater liking for the advertisement.Ones attitude towards an advertisement could be as a result of the effect of colours on feelings. The analysis of this effect on advert retention is beyond the scope of this work. 9 REFERENCES BOOKS FILL, C. 2009. trade Commun ications Interactivity, communities and content. Harlow Pearson Education Limited SHILBURY, D. , S. straightaway and H. WESTERBEEK. EFFECT OF ADVERTISINFG ON COSUMER BUYING behaviour Every organization, or rather, Brand, invests a lot of capital on marketing, a major chunk of which is spent on making ads.Getting an iconic celeb like Amitabh Bachchan to speak about a product like Navratna Hair Oil, it seems like a meet of cake nowadays. But, to how much extent does these ads actually affect the consumers? Do they actually barter for a product yet because their front-runner film-star is endorsing it? Is it possible that a product can change its image on the consumers overnight, meet because of the flashy ad they fitting released? If we go by theories, there are lot many factors that influence a customer to make a purchase, and advertising is just one small part of a parameter called Psychology.Some of the more powerful factors are like 1. 1. Need of the Product Considering t he market scenario of today (I am lecture about inflation), we consumers hardly buy anything when we get intot need it. 2. 2. Affordability It is not an whimsical sight when a man sighs face at an expensive brand of skim cream and goes for the cheaper brand. 3. 3. Brand Image and the true Very few Surf leap out users would like to opt for a brand like Tide or Nirma just because it is cheaper. 4. 4.Peer group now this is one factor that does not affect get as much as it affects buy behavior. Confused? Well, what I meant to say is, we buy a product when we need it, but sometimes, especially when we are buying that particular product for the first time, we need some help with what brand shall we choose. And this is where our peer group comes into picture. It helps us choose a brand when we need a product, but does not tell us when we need that product. Advertising, it can be said, has a similar effect on our purchasing habits as our peer group does.Nobody jumps in to say I need that thing just because the ad that had just been aired on TV is extremely attractive, but yes, sometimes, we may say lets try this brand, the ad on TV looks good. The article has been contributed by Jayita Das. A NIFT Mumbai alumnus, she is also a very creative person in her own way. Following her graduation, she worked as merchant in the niche segment of industrial wears. In her spare time she loves reading on topics related to art and indigence which are always close to her heart. She also writes her own blog at counterfeit Concepts and you & Love,life,and something else.