In this article Seth Stevenson makes the claim that; “There are only five valid, logical criteria for choosing one beer over the other.” (Stevenson, pg. 1) They are as follows. 1.) Flavor. 2.) Calorie count. 3.) Packaging. 4.) Alcohol content. 5.) The good or bad corporate citizenship of the brewer. He advises that “Everything else is meaningless imagery.” (Stevenson, pg. 1) He goes on to analyze a few different beer companies’ ads such as Amstel Light. Amstel Light’s ads have largely consisted of focusing on full bodied flavor and low calorie count according to Stevenson. Their ads now are much the same suggesting food pairings and taking up the snooty slogan “Live Tastefully.” Amstel’s latest campaign however takes on the trend of most beer advertisements today. They dropped the “Live Tastefully” slogan and the flavor and calorie angles and tweaks the brands image by “Switching to a different, tried and - true sales pitch: provenance.” (Stevenson, pg.1) The advertisements now target the beer’s Amsterdam origins and the catchy slogan is “One Dam Good Bier.” Seth contends that trumpeting provenance is a classic basis for ad campaigns and thus is why advertisers focus on the geographical origins of a product, by doing so they can imply authenticity which corresponds centrally with provenance. He states that this strategy is widely used in the marketing of beer but holds even less grounding in reality than when marketing most other products. “Provenance is just a flimsy excuse for more meaningless imagery.”... [continues]
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