A Rhetorical Analysis Of Beer Advertisements
325 million gallons; the average amount of beer consumed every year for America’s classic sporting event, the Super Bowl. When it comes to advertisements, beer companies pay between 1-500 million dollars per year to showcase their product. The bulk investment for beer companies advertisements go toward events with high numbers of spectators. Given the correlation of advertisement investment and high grossing sale revenue during the Super Bowl, one can argue the advertisements as effective. If not so, then why invest so much? Dos Equis, Heineken, and Budweiser utilize camera orientation, props, and models/celebrities as a means to persuade consumers to purchase their merchandise. Targeting men, these advertisements play on a male’s desires and
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Nearly all beer advertisements use models or celebrities because of the strong appeal created when viewers recognize an endorser. The familiar faces create a sense of trust toward the product because the viewer supports the celebrity. Models have a similar effect, but instead portray beauty that catches the eyes of the consumer and entice them to purchase the advertised product. These appeals act heavily on one’s emotional reasoning, as the company does not always desire a logical decision when it comes to purchasing their product. As stated in the first paragraph, Dos Equis claims Jonathon Goldsmith as “the most interesting man alive”. This label, recognized by many, immediately associates with the product and sticks out in peoples mind when they see Dos Equis in the stores. Attractive models also appear in the ad with Jonathon Goldsmith. This image creates an illusion for men in the sense that a false reality gets portrayed. Dos Equis does not literally make someone interesting or win an individual women, however the ad wants to persuade men that their actor is a notable figure and the women around him validate it. Attractive women commonly make their appearance in Budweiser ads as well. These ads primarily focus on male consumers with appeal to a man’s sexual needs. The use of women create a fantasy in the man’s mind. This grouping of Budweiser with beautiful women encourage consumers to purchase the product. Using models dates back to Budweiser’s original ads; they have always utilized attractive model or pin up girls throughout their existence as a company. Historically, the use of models prove effective in appeal: “If it is not broke do not fix it.” James Bond, a well-known figure head, commonly receives lime light in Heineken advertisements. Many recognize the heroic character and support his endorsement despite the fact James Bond comes from a
Nearly all beer advertisements use models or celebrities because of the strong appeal created when viewers recognize an endorser. The familiar faces create a sense of trust toward the product because the viewer supports the celebrity. Models have a similar effect, but instead portray beauty that catches the eyes of the consumer and entice them to purchase the advertised product. These appeals act heavily on one’s emotional reasoning, as the company does not always desire a logical decision when it comes to purchasing their product. As stated in the first paragraph, Dos Equis claims Jonathon Goldsmith as “the most interesting man alive”. This label, recognized by many, immediately associates with the product and sticks out in peoples mind when they see Dos Equis in the stores. Attractive models also appear in the ad with Jonathon Goldsmith. This image creates an illusion for men in the sense that a false reality gets portrayed. Dos Equis does not literally make someone interesting or win an individual women, however the ad wants to persuade men that their actor is a notable figure and the women around him validate it. Attractive women commonly make their appearance in Budweiser ads as well. These ads primarily focus on male consumers with appeal to a man’s sexual needs. The use of women create a fantasy in the man’s mind. This grouping of Budweiser with beautiful women encourage consumers to purchase the product. Using models dates back to Budweiser’s original ads; they have always utilized attractive model or pin up girls throughout their existence as a company. Historically, the use of models prove effective in appeal: “If it is not broke do not fix it.” James Bond, a well-known figure head, commonly receives lime light in Heineken advertisements. Many recognize the heroic character and support his endorsement despite the fact James Bond comes from a