So Delicious Energy: Coconut Milk

Today, looking through a magazine I found this ad for coconut milk. I've never actually drank the product being advertised, but seeing the ad made me make lots of assumptions, about it, especially because of the manner in which it was advertised. The first thing you see when you look at the ad is Jillian Micheals, a famous fitness trainer on the show "The Biggest Loser", which has helped many people lead healthier lives. Seeing her on the ad makes you think of effective results, and fitness. Because of how famous she is, and how many people know of her effective training methods, people assume that because she is promoting the drink, the drink must be associated with weight loss too, and will help me be healthier.

The designers of this ad chose someone who was well known in the fitness section of media, to help sell their drink. This ad displays clear evidence of appeal to false authority. They could've chose anyone to advertise their product for them, but it would not have had the same internal effect that such a well known and skilled fitness trainer would.

Because of the growing obesity epidemic in our country, people are constantly looking for energy and motivation. You see energy drink ads and informercials everywhere like 5 -hour energy, which is mostly sugar. Because most people are going to take an easy route to losing weight, the advertisers have to make it look as effortless as possible, like you are going to be motivated and have all the energy you need to exercise after drinking the product, further portrayed by the people exercising on the sides of the ad, showing that drinking this is going to help your efforts to get healthier. In fact, drinking reduced-fat milk is much more healthy than drinking coconut milk, but portrayed here along with someone associated with fitness, determination

People today may have a hard time finding a good way to get themselves motivated to get healthier, because finding that amount of dedication for some people isn't easy. The ad says: "Where does she find the energy?" Chances are, Jillian Micheals doesn't hold this view on coconut milk, or get more energy from it. Coconut milk actually is less healthy for you than reduced-fat dairy milk, so isn't exactly an ideal way to lose weight.

In addition to the person chose to promote this ad, the first things you see in print are the large letters that say "to whip the whole world". This might come across as making the drink appear to give you more energy, because it's going to impact a lot of people. It also presents a determined sort of language, like a mission that the company is determined to achieve, and that's making the whole world healthier. Seeing all these things combined in a ad make you assume good things about the product, and how it will give you the same energy Jillian Micheals has when exercising.

Another ad I saw for So Delicious coconut milk read "change your milk, change your life", and also says she is the spokesperson because it is "delicious and naturally energizing", but consider that fact that she could just be doing this for money. Spokespeople make a lot of money to simply say that like and use the product, and many don't actually use it. Looking at ads with specific promoters in mind could change our way we feel about the product, and making what could possibly be untrue, very believable.