Kannghai Mogan Dickson Tanushri Lim Hui Shu Vinssri Group Members : DISCOURSE ANALYSIS PROJECT
English Lesson Laredo York School
INTRODUCTION TV commercial we picked is about Milo To spread the idea that drinking Milo for breakfast can provide energy to children. Milo is a nutritious drink that everyone can enjoy, and it is commonly consumed by children. In 1934, Nestlé Australia Thomas Mayne created Milo as a powdered chocolate malt drink. Milo first introduced to him at his Royal Easter show in Sydney that year, and he drank one every day until his death at the age of 93. produced more than 80 years after its arrival, and due to Milo ' s success, it is produced in 24 additional factories around the world and sold in over 40 countries. Milo products contain vitamins and minerals. Calcium, which helps build strong teeth and bones, and Iron, which transports oxygen to the body ' s cells. HISTORY BENEFITS
Advertise an energy & healthful chocolate beverage excellent for breakfast One of Nestle product Origin (Australia) portrays by school boy (holding schoolbag) Dealing with each demanding day activities (from morning - evening play time) Requires energy to confront demanding day (consume MILO as breakfast) Displays a mom love & care towards her son encourage all mothers to buy MILO for their child' s health as key of business Concept: " Stay active & alert with MILO" Natural, Fresh, Organic/Vegetarian Boost energy, health & wellbeing green-based - natural ingredients & health benefits (use for food marketing) Green Background Consists of other colours in MILO Letters 4 letter word - grab attention & attracts (easy to remember & catchy in daily usages) (White, Brown, Gold) -Bolded THESIS OF THE COMMERCIAL AD
TARGETED AUDIENCES CAN DRINK FROM YOUNG TO OLD VIDEO - CHILDREN AGED SIX AND UP SUITABLE FOR CHILDREN BECAUSE IT IS PART OF A BALANCED DIET THAT INCLUDES OTHER HEALTHY MEALS AND BEVERAGES PROVIDES SIX VITAMINS AND THREE MINERALS THAT PROMOTE CHILDREN'S GROWTH AND DEVELOPMENT.
seems illogical & tricky not one single cup of MILO can make a person survive whole day with full of energy a boy holding school bag with his demanding day activities Graphics play major role MYTH OF THE AD
POSITIONING The boy is centered in the video advertisement to get attention from the audiences. Starting with the boy wake up from the bed with full energy, the boy playing football at the field with his friends, then after done with activities, the boy still can being active in class and able to answer question from the teacher. Convey Milo provide the children with all the nutrients they need. Hence, the child can be very energetic and spirited in doing all the activities. Many trophies and medals placing on the cabinet, Milo wants the audiences be able to see and think when their children are also drinking Milo, they can also achieve the same.
SEMIOTICS Young children represent the iconic sign in the video. Milo uses green as a representative colour because it represents health, growth, renewal, life, nature, and high spirits of motivation. Many objects with green colour showing since the beginning of the video to let the audiences know that green colour represents Milo. Denotative meaning for the video advertisement is the child can do many things, he is very active no matter in study or sports. Connotative meaning is with drinking of Milo, only the children can focus on many tasks including study and playing sports. Milo wanted to convey that by drinking Milo, the children can fully concentrate on every activity and be able to do and achieve well in every activity in their life.
' your child needs the energy to take on each demanding day filled with activities and challenges, which can be a lot to carry ' The second dialogue will be ‘That’s why a wholesome breakfast with MILO is key 'With the natural goodness of malt, milk, cocoa, MILO gives your child the energy to stay active and alert throughout the day ’. all the ingredients that have been used are healthy and organic. Children need energy in order to overcome the daily activities and challenges they face in school. Here they try to emphasize a wholesome breakfast is important and the audience choice must be ‘MILO’. LEXICAL FEATURES
Use of noun phrases Use of minor sentences Use of simple sentence SYNTACTICAL FEATURES Simple taglines are used to convey meaning simply and clearly. Furthermore, it is used to avoid ambiguity or vagueness. "Energy to go further" is the tagline. From here, the tagline effectively and simply conveys the concept in a way that everybody can grasp. The short sentences or short taglines prevents the audience from spending much timeon reading . Henceforth, the audience will not feel bored and it gives space for themto focus on the picture as well Linguistically, phrases are the internal unit of a sentence and do not fully express thecomplete meaning. Nevertheless, in certain situations, when the phrases do fullyexpress their meaning, become. For example, ‘ energy ’ is a noun that means strengths. From the tagline, we can understand that a person needs strengths to continue doing something. English phrases used in advertising are the kind of usage that fully reflects the concept.
POWERPLAY persuade and motivate the audience or customers to buy their products and to choose milo as their preferred drink in the morning with the breakfast they ate in the morning. aims to establish Milo as a premium, dependable, and aspirational brand that can assist consumers to reach their full potential in their daily lives. could help individuals to stay energized and fueled which they are also highlighting the nutrition facts and the natural ingredients they are using which is considered to appealing for the health-conscious consumers. lies in the ability to connect emotionally with its target audience andsuccessfully approach the target audience and resonate with them.
Conclusion high brand recognition worldwide because Milo had a long history and it’s a well known brand which the advertising of Milo brand can easily attract the attention of potential customers. involved emotional aspect within its advertisement which audience will feel emotionally appeal to the Milo brand which is often associated with energy and vitality. negative perceptions about the Milo drinks from some consumers which is that Milo contains high amount of sugar.