Enough Calcium for an Assault charge

 

 

This ad is product-oriented because it sells the product category of milk without mentioning any brands. The copy makes the generic claim by communicating the benefits of milk. The strategy here is to sell greater health through the use of celebrity endorsement.  In this case, Chris Brown is a musician and a dancer. The ad makes the connection between the muscle benefits milk offers and the need to be in shape to dance.

 

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