This print advert depicts a young, healthy child alongside the advertised product showing his defence moves (note the visual metaphor between the slogan and the child’s action – self defence).
The advert appeals to the need for safety, or more precisely, the health and wellbeing of family (in this case young children) on Maslow’s hierarchy of needs. It suggests that if you buy this product for your child as a supplement to their diet that their health and immune system will benefit more than if they were to relying on an alternative source i.e. cows milk. This particular advertisement was actually banned by the advertising watchdog for misleading consumers and lack of evidence to support the claims they made.
Coca-Cola