The milk of the cow is most widely used by worlds. but the milk of the female horse. caprine animal. Ewe. American bison. camel. buttocks. zebra. caribou. llama. and yack is besides used. The composing of milk varies with the species. strain. provender. and status of the animate being. Jersey and Guernsey cattles produce milk of high butterfat content ; Holsteins produce larger measures of milk but with a lower butterfat content.

Milk prepared for sale is frequently homogenized ; in this procedure it is pumped under force per unit area through little gaps to interrupt up the milk-fat globules. therefore guaranting an equal distribution of fat throughout the milk instead than allowing it to lift to the top as pick. In most states where milk is a commercial merchandise. it is capable to ordinances refering its composing ( i. e. . the proportion of butterfat and other solids ) and its pureness. with healthful steps in force that cover milk animal trainers. herds. workss. and equipment.

Pasteurization ( partial sterilisation by heating ) cheques bacterial growing. thereby doing milk safer to imbibe and increasing its maintaining qualities and scope of conveyance. Milk. an about complete nutrient. consists of proteins ( chiefly casein ) . fat. salts. and milk sugar. or lactose. every bit good as vitamins A. C. D. certain B vitamins. and lesser sums of others. ( Many people are unable to digest milk after childhood because they stop bring forthing an enzyme needed to interrupt down lactose. but normally they still can digest yoghurt. difficult cheeses. and lactose-reduced milk products. )

Commercial dairies frequently supplement natural vitamin D with a dressed ore. Milk is a major beginning of Ca and a good beginning of P. Low-fat and skim milk fortified with vitamins A and D have the same nutritionary value as whole milk. but with fewer Calories and less cholesterin. Whole milk has 3. 5 % milkfat. low-fat milk 1 % to 2 % . and skim. 0. 5 % . Heavy pick has a lower limit of 36 % milkfat. half-and-half non less than 10. 5 % nor more than 18 % . A patent was issued for the production of dried milk in Great Britain in 1855. and for concentrated milk in the United States to Gail Borden in 1856.

The two types of concentrated milk are condensed and evaporated ; condensed milk is a sugared merchandise ( over 40 % sugar ) . and evaporated is unsweetened. Dried. or powdered. milk is made by go throughing a movie of partly evaporated milk over a het membranophone or by spraying it into a het chamber in which the atoms dry. Malted milk is a dried mixture made of milk and the liquid from a mash of barley malt and wheat flour. Bibliography See S. K. Kon. Milk and Milk Merchandises in Human Nutrition ( 1972 ) ; T. Quinn. Dairy Farm Management ( 1980 ) ; D. Carrick. Milk ( 1985 ) .

The Columbia Electronic Encyclopedia® Copyright © 2007. Columbia University Press. Licensed from Columbia University Press. All rights reserved. World Wide Web. milliliter. Columbia. edu/cu/cup/ milk Liquid secreted by the mammary secretory organs of female mammals to nurture their immature. The milk of domesticated animate beings is besides an of import nutrient beginning for worlds. Most milk consumed in Western states is from cattles ; other of import beginnings include sheep. caprine animals. H2O American bison. and camels. Milk is basically an emulsion of fat and protein in H2O. along with dissolved sugar. minerals ( including Ca and P ) . and vitamins. peculiarly vitamin B composite.

Commercially processed cow’s milk is normally enriched with vitamins A and D. Many states require pasteurisation to protect against of course happening and unnaturally introduced micro-organisms. Cooling farther prevents spoilage ( turning and clabbering ) . Fat from whole milk ( about 3. 5 % fat content ) can be removed in a centrifuge to bring forth pick and go forth low-fat milk ( 1–2 % fat ) or skim milk ( 0. 5 % fat ) . Milk is normally homogenized. forced under high force per unit area through little gaps to administer the fat equally. It may besides be condensed. evaporated. or dehydrated for saving and easiness of conveyance.

Other dairy merchandises include butter. cheese. and yoghurt. INTRODUCTION This survey will measure the influence of civilization and cultural values on manner of entreaties used in advertisement Peak Milk “its in you” to Nigerians. Besides. it uses the eclectic method to decode advertisement schemes that appeal to Nigerians. The advertizement [ see appendix A ] is perceived as an prototype of what entreaties to Nigerians because it cuts across age. gender. and lifestyle in the Nigerian society. To farther understand this. a semiotic analysis is used to “decode elements of ocular images” ( Seale. 2004 p. 274 ) . every bit good as encoded message utilizing the signified and form.

2 BACKGROUND Royal Friesland Campina. a Netherlands based company. established West African Milk Company ( WAMCO ) in Nigeria in 1974 ( Friesland campina ) . They are the manufacturers of Peak milk. a diary merchandise which is the market leader in diary based nutrition in Nigeria ( Nigerian bulletin ) . Therefore. one would inquire should companies that are market leaders spend to a great extent to advance their trade name given that “there is no direct nexus between a commercials and merchandise use in the head of consumers” ( Mooij. 2005 p. 275 ) .

bBut. she besides affirmed that advertisement plants in diverse ways. Therefore. the purposes of this survey. to happen out how advertizers efficaciously appeal to the Nigerian market? Harmonizing to World Bank study. “Nigeria is the largest state in Africa with a turning population of 148 million people. about 200 cultural groups and 500 autochthonal languages” . It is besides perceived to be the 2nd largest economic system in Sub Sahara Africa. One can infer from this that it is a multi cultural state enriched with diverse norms and values. In this instance. how can advertisements make out to this public cognizing the diverseness that is built-in in the state?

In order words. what entreaties to Nigerians? 3 SEMIOTIC ANALYSIS To understand the entreaties and cultural dimensions employed in this advert. the entrenched message has to be worked out utilizing semiologies analysis particularly because “symbolism is extremely used in high context culture” ( Mooij. 2004 p. 33 ) . As indicated by Baldwin. 2004 p. 51 “semiotic is the systematic survey of sign” used to decode the denoted and connoted significances embedded in advertizements. But. it is less objectiveity and generalizable because of its trust on personal reading of the research worker ( Seale. 2004 p. 272 ) .

Embedded in this adverts are marks which can be understood by the “relationship between signifier and signified” ( Seale. 2004 p. 273 ) . This illustrates how “the form of the open significance in an advertizement has a map of its own” ( Williamson. 1978 p. 19 ) . In this scene. the merchandise ( the merely clip it appears in the advertizement ) is placed by the subscriber while fixing for preparation. The mark could be interpreted in different ways with one being that the merchandise helps Nwankwo Kanu to go even better. Here. the significance of milk is transferred to Nwankwo’s public presentation.

From the advertizement one can see that “this correlativity is non-sequential [ because ] the two things are non linked by … a narrative but by their topographic point in a picture” ( Williamson. 1978 p. 19 ) . “The transference of significance [ besides ] does non be in the advertizement. but requires us to do the connection” ( Williamson. 1978 p. 18 ) . It was non stated in the advertizement that Nwankwo Kanu is wining because of his ingestion of Peak milk or milk makes oneyou achieve one’s your aspirations. hence. this significance does non come into topographic point until the transference is completed by the audiencewe finish the transference ourselves.

Transference can non happen if the object ( peak milk ) does non hold any significance to be transferred. That is to state that a system of intending must already be in which milk is seen as a alimentary fluid that “contains some wellness advancing component” ( Barlic. 2001 p. 3 ) . Besides. there is no direct correlativity between Kanu and Peak milk in the advertizement but. the milk is strategically positioned [ see appendix B ] in other to make premise in the head of the viewing audiences. The nexus relates to what Nwankwo Kanu means to Nigerians.

This advertizement “presents this transference of intending to viewing audiences as fait accompli” ( Williamson. 1978 p. 25 ) because it is merely in the advertizement that this transference takes topographic point. 4 Cultural VALUES OF NIGERIANS Goodenough 1971. cited in Usunier et al 2005 p. 5 defined civilization as “a set of beliefs or criterions shared by a group of people which helps the single decide what is. what can be. how to experience. what to make and how to travel about making it” ( Usunier et al. 2005 p. 5 ) .

It is apparently the attitude and behaviour that characterizes the operation of a group ( replies. com ) and could besides be said to be the properties and values of a set of people. Cultural values is alleged to be the “root of consumer behavior which is a procedure where people use thoughts and experience to fulfill demands and desires” ( who said this ) hence. advertizements of merchandises should be adapted to a nation’s dimension of civilization ( Mooij 2004 p. 2 ) .

Associating this to Nigeria. Hofstedes’ dimension of civilization propagates that Nigeria is a high power distance state which is besides really collectivized and has a low uncertainness turning away nature. It is besides seen as a short term oriented public and is halfway in the maleness index [ see appendix C ] . From the Hofstedes’ categorization of Nigeria. it could be said that there is a seeable mark of position and aspiration outlook with consequences being attributed to one’s ain ability ( Hofstede 2005 ) . though individuality most frequently is based on societal web whereas. a really consequence oriented driven ( mooij 2004 ) attitude is maintained. 4.

1 RELATING THE ADVERTISEMENT TO HOFSTEDES MODEL Advertising is believed to be the most culture-bound component in the selling mix since it is extremely influenced by civilization which happens to be the most of import factor in explicating information found in advertisement ( Usunier. 2005 p. 413 ) . This is critical because response towards merchandise based one’s reading of advertizement is frequently biased by cultural influence [ see appendix D ] . ( this sentence is non clear ) * The son’s regard for his pa and accomplishments depicts High power distance of Nigerians.

* The likeliness of the boy to follow his father’s foot measure ( hair manner. football accomplishments displayed ) [ see appendix E ] shows the collectivized side of Nigerians. * Nwankwo Kanu being really ambitious despite shortcoming and high degree of duty displayed illustrates the masculine character of Nigerians. * The ability to stay unagitated in hardship. less anxiousness and loosen up atmosphere proves the low uncertainness turning away nature. * Ability to concentrate on end portrays short clip orientation. ( is it short clip or short term? cos U earlier said short term ) 5 Ad PEAK MILK TO NIGERIANS: Use OF APPEALS.

Known to be among the happiest people on Earth. Nigerians are combatants whom despite all odds try to realize their dreams hence the slang “suffering and smiling” ( mypenandpaper ) . As a consequence of this. success and accomplishments are celebrated. The nucleus values that characterize Nigerian civilization are accomplishments. philistinism and sense of pride.

Advertisers try to aim these nucleus values in orderother to aim Nigerian attitude towards advertisement messages which focuses on ego betterment and accomplishment of personal ends every bit good as corporate ends but overall. the feeling of harmoniousness with others. In other to sell merchandises. it has been discovered that “advertisers rely overpoweringly on persuasive messages to sell merchandise and services ( where is the shutting citation mark? ) besides minding the fact that “consumers have favorable attitudes towards messages that reflect their ain socio-cultural values” ( Alozie. 2009 p. 1 ) [ see appendix F ] .

The chief secret plan of this advertizement is trade name keeping. It entreaties to Nigerians by utilizing a positive figure in Nigeria and his boy stating his success narrative thereby. tie ining the trade name to his success.

Agrawal 1995. cited in Usunier 2005 is of the belief that “‘cultural sensitivity” ( be consistent with quote mark ) ’ is by and large portrayed in advertizement via the usage of entreaties ( p. 413 ) . Tellis 2004 noted three major signifiers of entreaties in advertisement which are statements. emotions and indorsement ( p. 23 ) but two are largely built-in is this advertizement. 5. 1 CELEBRITY ENDORSEMENT Oguntimehi believesbeliefs that it is “a conflict for advertises to lure telecasting mark audience into sing a commercial” .

For this ground. they use famous persons to back trade names and make a general conditioning process ( Till. 2008 p. 180 ) which makes the advertisement really successful in footings of maintaining public’s attending throughout the continuance of the advert. and besides rising keeping which would finally take to buy purpose of the merchandise [ see appendix G ] .

This can merely be achieved if the audience is familiar with the subscriber and place with the beginning ( Oguntimehi. 2009 ) . Prior to this advertizement by peak milk bulk of Nigerians do non cognize or hold non seen Kanu’s boy hence this grabs their attending. ( Tellis. ( 2004 p. 179 ) pointed out that “celebrities tend to be unpredictable and can ache trade name by their behaviour and statements” .

However. Till noted that “the usage of famous person subscribers is profitable despite the hazard involved” ( Till. 2008 p. 182 ) . Two really of import theoretical accounts based on the work of societal psychologists should be taken into history while shopping for subscribers. These are. the Credibility theoretical account and the Attractiveness theoretical account which depicts the trustiness of the subscriber and the likeability every bit good as the acquaintance of subscriber severally ( Till. 2008 p. 183 ; Tellis. 2004 p. 182 ) .

This advertizement features Kanu merely known as ‘Kanu’ and nicknamed ‘papilo’ : Nigerians’ most adorned association football participant. striker for the National squad of Nigeria and for the English Club. Portsmouth ( Okon. 2009 ) . His enchanting public presentation and being one of Africans most extremely recognized football player in the history of football ( Okon. 2009 ) . has endeared him to the Black Marias of 1000000s of Nigerians. Harmonizing to ( Okon. 2009 ) . even though famous persons have an aura of illustriousness in the eyes of the populace. it is germane that they ideally fit the trade name being projected.

Since milk is seen as really alimentary and has high content of vitamins and minerals. it strategically aligns with the subscriber used because of his wellness history and uninterrupted success. It is believed that their popularity posses the power to act upon consumers to trade trueness to the endorsed trade name every bit good as brands such adverts linger continually in the public’s memory ( Okon. 2009 ) . This is consistent with the amplification likeliness theoretical account where “affect transportation is considered to be stronger in low-involvement situations” like purchasing milk ( Till. 2008 p. 182 ) . 5. 2 Emotional APPEAL.

Ad has the power to attach emotional values to the trade name which in bend physiques positive repute ( Thomas 2008 ) . Harmonizing to ( Fill. ( 2009 p. 520 ) . advertizers frequently use “emotion-based messages” to do differentiations in merchandises placement particularly when there is small or no distinction between its merchandises and that of rivals.

Therefore. this appeal uses characters within a secret plan to go through across emotional messages in play like scenes ( Tellis. 2004 p. 23 ) so as to catch consumers’ attending. Due to consumersthem preferring characters that can be identifiedthey can place with ( Usunier. 2005 p. 419 ) . in publicizing the Peak trade name the advertizers made usage of a personality that every Nigerian across all gender. folk. faith and ages can associate with.

Besides used is the subliminal consequence which farther entrenches the merchandise value in the head of the public accordingly anytime you think of Kanu’s trail. success or even his boy. you think of Peak milk ( anterior to the advertizements bulk of Nigerians did non cognize Kanu’s boy ) . This besides entreaties to the collectivized nature of Nigerians in order to construct trade name trueness which is a “key construct in leftist civilizations and spreads from people to product” ( Usunier. 2005 p. 93 ) .

Hofstede notes that civilizations with lower uncertainness turning away like the West African Region have inclination to inquire for less information since information reduces uncertainness which they are non prone to ( Hofstede 2005 ) . One could see that the advert does non provide any information about the merchandise. This could be as a consequence of Nigerians being low uncertainness turning away in add-on to the advertizers seeking to make an feeling in the head of the public in other to set up the merchandise in their heads by tie ining its merchandise to the emotional yesteryear of Kanu in that manner giving the merchandise added value.

Time is non viewed as a additive manner instead as a composing of events that have occurred. Generally. Nigerians are known to run a planar clip phenomenon- a long yesteryear and nowadays ( Alozie. 2003 ) . This advert makes mention to past triumph as a state in the 1996 Olympics and Kanu’s triumph over his wellness. Harmonizing to ( Wilson. ( 2005 p158 ) . the tendency of utilizing nostalgia as a manner to sell assorted merchandises is non new. It is a “bittersweet emotion” ( Wilson. 2005 ) so its application has to be good thought of.

The advert “clearly efforts to trigger” ( who said this? ) nostalgia in consumers every bit good as possible 1s. The advertizer used images from the yesteryear to pull the publics’ attending ( Nigeria’s triumph in 1996 Olympics a effort that everyone desires to see once more ) . The advert does non supply facts about the merchandise. designation with the trade name comes merely at the terminal of the commercial ( Mooij 2004 p. 135 ) it drives at tie ining certain traits with the merchandise so when you think of those traits. automatically you think of the merchandise.

It focuses more on emotional entreaty therefore tie ining the merchandise with accomplishments despite all odds which could be said to be the nucleus value of Nigerians. Harmonizing to Decision Analyst. the extent to which an advertizement succeeds is dependent on the strength of the originative construct. 6 SLICE OF LIFE Slice of life entreaties to self esteem ( Taflinger 1996 ) . Harmonizing to replies. com “it is the existent experience represented realistically and with small change. ” Shilbury. et Al ( 2003: 176 ) stated that. “‘Slice of life advertisement uses some facet of day-to-day life as a portion of the advertisement.

The purpose behind this attack is to pass on messages and images to consumers that they can associate to”’ . Despite this. ( Fill. C. ( 2009 p. 518 ) is of the position that the message should be presented in such a manner that the receiving system can place instantly with the scenario being presented. Fill’s position relates with this advertizement in the sense that the plot line used can be related to by every Nigerian ( the narrative of the Olympics game. the wellness challenge the subscriber faced and how he came through to magnetize Nigerians in the universe of football ) .

( Applegate ( 2005:139 ) . is of the position that slice-of-life telecasting commercial does non work. chiefly because the intended consumer’s attending is pulled off from the merchandise and of the character or some other component in the narrative. He feels a slice-of-life design will merely work if the customer’s attending is on the gross revenues message. To accomplish this. it aims at self-persuasion utilizing self-imagining technique thereby leting audience visualize themselves as the character seeking to work out a peculiar job and being helped by the trade name ( O’Shaughnessy. 1995 p483 ) . 7 LIMITATIONS.

It is of import to observe that in every state. there are huge incompatibilities within civilizations ( kitayama & amp ; markus. 1994 p. 289 ) therefore there would be persons who appear to hold different properties as stated in this survey. The survey is partially empirical that is. it non to the full based on proved theories so. partially experimental. Besides. due to clip restraint and the word count bound. the research was restricted to cover the few countries represented in the study. To give more acceptance. a focal point group interview would hold been conducted of Nigerians to really see how they respond to this advertizement and how it entreaties to them.

8 CONCLUSION Culture is more than simply one’s life style. It delves deeper to categorize 1s experience ( Kitayama & A ; markus. 1994 p285 ) . Obviously. the advertizement uses the referent system where it brings into drama Kanu a noteworthy association football participant in Nigeria. “It is a intension that is made to denote the product” ( Williamson. 1978 p. 100 ) . Hence. the merchandise is given value by Kanu who already has a value to Nigerians. But. if person from another civilization knows Kanu as a football player. they will non hold entree to the referent system because. the significance of the message will be hard to construe ( Mooij. 2004 p. 211 ) .

This is why this advertizement specifically entreaties to Nigerians. In advertisement to Nigerians. sellers have to set into consideration the cultural background. literacy degree every bit good as income of the multitudes in order to pervade the market ( Baker. 1965 p. 47 ) . Besides. the right type of entreaty has to be employed. The most consistent used in Nigerian advertisement is household value ( Bolshevism. love. attention. endurance. protection. investing ) and a spot of western values ( individuality. personal development. aspiration. juvenility ) .

This advertizement promotes household value ( utilizing Kanu’s household particularly his boy ) [ see appendix H ] every bit good as personal development ( “I worked difficult to be even better” ) . It besides promotes values such as difficult work. success and good wellness which it inferred the merchandise could assist accomplish. Important besides is the usage of coloring material ( green: the national coloring material of Nigeria ) which played a major function in this advertizement. Harmonizing to ( Gorn. et Al ( 1997 p. 1387 ) . “advertisements incorporating colour with higher degree of value lead to greater wishing for the advertisement” .

One’s attitude towards an advertizement could be as a consequence of the consequence of colorss on feelings. The analysis of this consequence on advert keeping is beyond the range of this work. 9 REFERENCES BOOKS FILL. C. 2009. Marketing Communicationss: Interactivity. communities and content. Harlean carpenter: Pearson Education Limited SHILBURY. D. . S. QUICK and H. WESTERBEEK. EFFECT OF ADVERTISINFG ON COSUMER BUYING BEHAVIOUR Every organisation. or instead. Brand. invests a batch of capital on selling. a major ball of which is spent on doing ads.

Geting an iconic celeb like Amitabh Bachchan to talk about a merchandise like Navratna Hair Oil. it seems like a piece of bar presents. But. to how much extent does these ads really affect the consumers? Do they really buy a merchandise merely because their favorite film-star is backing it? Is it possible that a merchandise can alter its image on the consumers overnight. merely because of the brassy ad they merely released? If we go by theories. there are lot many factors that influence a client to do a purchase. and advertisement is merely one little portion of a parametric quantity called Psychology.

Some of the more influential factors are like: 1. 1. Need of the Product – Sing the market scenario of today ( I am speaking about rising prices ) . we consumers barely buy anything when we don’t necessitate it. 2. 2. Affordability – It is non an uncommon sight when a adult male sighs looking at an expensive trade name of shaving pick and goes for the cheaper trade name. 3. 3. Brand Image and Loyalty – Very few Surf Excel users would wish to choose for a trade name like Tide or Nirma merely because it is cheaper. 4. 4.

Peer group – now this is one factor that does non impact purchasing every bit much as it affects purchasing behaviour. Confused? Well. what I meant to state is. we buy a merchandise when we need it. but sometimes. particularly when we are purchasing that peculiar merchandise for the first clip. we need some aid with what trade name shall we take. And this is where our equal group comes into image. It helps us take a trade name when we need a merchandise. but does non state us when we need that merchandise. Ad. it can be said. has a similar consequence on our buying wonts as our equal group does.

Cipher leaps in to state “I need that thing” merely because the ad that had merely been aired on Television is highly attractive. but yes. sometimes. we may state “let’s attempt this trade name. the ad on Television expressions good. ” [ The article has been contributed by Jayita Das. A NIFT Mumbai alumna. she is besides a really originative individual in her ain manner. Following her graduation. she worked as merchant in the niche section of Industrial wears. In her trim clip she loves reading on subjects related to art and motive which are ever near to her bosom. She besides writes her ain web log at Fashion Concepts and you & amp ; Love. life. and something else. ]