Term Papers on Advertising

Term Paper Title	Advertising
# of Words	1150
# of Pages (250 words per page double spaced)	4.6

Advertising

Got Milk?  Yeah, Baby!

Austin Powers, being one of many advertising gifts from the movie industry, is the 1990's parity of James Bond.  Frozen in the 60's, secret agent Austin Powers is unfrozen into action to battle his arch nemesis Dr. Evil.  Austin tries to stop Dr. Evil's plan to destroy the world in an outrageously hilarious manor. Consequentially, the time-warped swinger must realize that he has entered a completely foreign culture.  Adapting to the ways of the 1990's, Austin once again loses Dr. Evil as he escapes to his orbital platform floating high above in low earth orbit.  But, just this past year, the advertisers' dream was resurrected. Like Lazarus Austin returned with his new movie, Austin Powers, The Spy Who Shagged Me, where Dr. Evil went back in time effectively stealing Austin's mojo, or life force, without this he has been left powerless, or so he believes.  In the middle of being a swinger by day and an International Man of Mystery by night, Mike Meyers, the actor who plays Austin Powers is being photographed for many advertisements all over the country.  The National Fluid Milk Processor Promotion Board for its latest advertisement for milk caught my eye.  The recent "Got Milk?" ads have been a success in using celebrities in order to promote milk.  But, why do the milk ads contain celebrities?  How do these ads appeal to the people?  And what's up with the milk moustaches?!
     Austin Powers is a prime example of how the ads get the attention of the public. The first thing that I noticed when I looked at the advertisement was that Austin Powers was used in it. Right now, across the country, the top movie of teenagers and even some adults is Austin Powers, the Spy Who Shagged Me. Austin Powers ran some type of advertisement such as a commercial, preview, magazine ad, and many more. Since the "Got Milk?" ads used celebrity figure, it was most appropriate to use Meyers to appeal to a younger generation. Personally Meyers is far more persuasive than those more "established" stars. Milk commercials have been mainly geared towards making milk appear "cool" so that they will increase consumer consumption. The same applies for most other ads targeted at teens using this specific type of lure. The placement of these ads is also a major factor in selling the product. Some would say that the appeal of an advertisement depends on which magazine it can be found in. I found this ad with Austin Powers in the June issue of "Entertainment Weekly." This was extremely smart advertising because this issue was based on another character that co-stared in the movie. This particular ad would for obvious reasons be less effective in say a sports magazine for that reason. In that instance it would be more logical to use a recognized sports figure. To top it all off Meyers was the most popular figure in the magazine, not to mention exotic, even though he was just a mere one page ad.
     The wardrobe in the ad works marvelously, adding that unique Powers twist. He is lying on a bed and in a bathrobe, to make his ever popular sex appeal stand out. On the bathrobe and around his neck is the universal symbol for male. He has the trademark thick glasses and the hideous teeth. In his hand is a martini glass filled with milk. This image is that of Austi...

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