Preview

Corona Beer Ad Analyze

Better Essays
Open Document
Open Document
1255 Words
Grammar
Grammar
Plagiarism
Plagiarism
Writing
Writing
Score
Score
Corona Beer Ad Analyze
More than a Corona What do you imagine when you hear Corona beer? Usually it’s that same image of the commercial taking place on a perfect beach. What would a beer have to with a beach, that’s isolated and pretty much perfect? Corona is selling it’s beer by selling a dream with it; and it’s working. The typical Corona commercial we see on television has basic elements that are present in all of them. These basic elements are a beach, with crystal clear water, flawless sand, isolation, and of course a cold Corona beer. In a particular Corona commercial that I had analyzed goes like this, it starts with the signature beach, that’s completely isolated, with calm crystal clear water, and sand that is so clean you can eat off of it. Next it starts to zoom out and the Corona beer comes into the picture between a young woman bathing in the sun and a man skipping rocks along the water, while the man is skipping the rocks his phone begins to ring. He is about to go for another rock but grabs his phone and then there is a slight pause, he then skips the phone along the water like the rocks. The woman then brushes her hair back with her hand and continues to just relax and be attractive. Then the commercial ends with its signature slogan, “ Relax Responsibly”, on the bottom. What the ordinary person doesn’t know is that all of these components are used to hook the customer and it works almost every time. Through Jib Fowles, “Advertising’s Fifteen Basic Appeals”, we learn of the aspects that attract the average consumer to buy products, which are the Fifteen basic appeals. Fowles suggests that advertisers incorporate desires and needs of the consumers into the advertisements; these desires and needs that captivate the viewer or the consumer are part of Fowles Fifteen basic appeals (73-74). The most obvious appeals in the Corona commercial that I analyzed are the needs for autonomy, to escape, and for aesthetic sensations; there is also a small hint of the need for sex.


Cited: “Corona Beer - Dumping Your Cellphone - 2009 Commercial.” Youtube. 28 Sept. 2009. Web. 14 Feb. 2010. Fowles, Jib. “Advertising’s Fifteen Basic Appeals.” Common Culture. 6th ed. Ed. Michael Petracca and Madeleine Sorapure. Upper Saddle River, NJ: Pearson Education, Inc., 2009. 71-88. Print. Shah, Anup. “Media and Advertising.” Global Issues. 26 Jan. 2008. Web. 20 Feb. 2010.

You May Also Find These Documents Helpful

  • Good Essays

    Bounty Paper Towel Add

    • 1027 Words
    • 5 Pages

    When we see a commercial on our T.V. screens today, we always see in print or hear the narrator telling us that their product or the service they are promoting to us is one of the best of its kind. They use all types of appeals and techniques to reel us in, making whatever they are trying to sell to us either pretty, shiny, worth-buying, or they use bold simple states telling us things such as, “Once you get it, you won’t be able to live without it.” By using these statements and methods of gaining viewers, the ad or commercial gains what it truly aspired for; attention and the need and/or desire to buy the product. In the ad “Bounty Big Spills” the bold statement and exaggerated visuals are created to intrigue the consumer to buy a useful household item.…

    • 1027 Words
    • 5 Pages
    Good Essays
  • Good Essays

    The audience of this commercial is men, women, children, beer drinkers, and football watchers. This commercial is shown to men knowing that men drink beer. This commercial was also shown during the super bowl knowing men will be watching football and the commercials. It is shown to women in hopes to get an emotional response. It is a woman’s instinct to show emotion…

    • 534 Words
    • 3 Pages
    Good Essays
  • Good Essays

    Taco Bell uses humor as one of their many techniques to draw in the audience to the commercial. Humor is a good technique that most commercials use because it tends to make people happy and more interested. Taco bell did exactly this. After the old man sneaked out of the nursing home the commercial takes us to one of its first scenes. This scene shows the senior citizens stripping down, jumping into a pool, while laughing and having a good time. This scene is very humorous because how often do we see the people that we know as “Grandma and Grandpa” stripping down into their underwear for a late night swim.…

    • 929 Words
    • 4 Pages
    Good Essays
  • Good Essays

    In his article, “Advertising Fifteen Basic Appeals," In Etc, 1982, Jib Fowles discussed the psychology of advertising. Under the appropriate cases, emotional appeals mainly work out well when advertisements are created in a way, which is more of an image of what the audience likes and desires most. In addition, commercials are there to satisfy us in some way. They try as well to make things perfect and, practice needs for appeals to use. An advertisement completely conveys information through the use of specific selected images designed to stimulate one’s lusts whereby the greater part of these appeals are contained in the articles on communication e.g. artworks. Under facts, visual captures the most primary part of the brain thus they are clearly understood since they make sense. Most advertisements usually have appeals based on customers’ minds and the other critically including attractive information related to the product which makes it understandable. Those behind advertising always have these thoughts in them; they are after unique selling, high recall ratings, and ideal media…

    • 611 Words
    • 3 Pages
    Good Essays
  • Better Essays

    “Advertising’s Fifteen Basic Appeals” is an informative and educational article, which is written by Jib Fowles, a professor of Communication at the University of Houston Clear Lake. This article first appeared in Etc. 39:3 (1982) and was reprinted in the college textbook - Advertising and Popular Culture (1996). In the “Advertising’s Fifteen Basic Appeals”, Fowles provides readers with a set of information that discusses how advertising contains certain unconscious emotional appeals which fall into fifteen distinguishable categories. Besides that, he also explains how advertisers try to influence consumers through various physiological and psychological levels. This article educates advertisers and college students who are majoring in advertising on how to make effective advertisements. Also, Fowles analyzes tactics that advertisers use and gives readers his opinions and suggestions on how to make an advertisement more effective (539-556).…

    • 1083 Words
    • 5 Pages
    Better Essays
  • Better Essays

    The ethos in any advertisement for Budweiser is that they are known as the king of beers. Many people know around the world of Budweiser and their logo. This gives them the ability to get viewers hooked on the advertisement from the start by just showing a logo. In the first Budweiser advertisement I looked at there are two Caucasian males having a good time after a game of golf. In the advertisement it says "The best part of an active afternoon is the relaxation that follows. Nothing like talking over the game, over a bottle of Bud”. This appeals to the viewer that may be finishing up a great day on the course and the ad tells you that there is no better way to finish it up other than sitting down and drinking a cold Budweiser. It also says "when you know your beer, it 's bound to be Bud" which says that if you know the great taste of beer then you can expect it coming from a Budweiser. The ethos in this advertisement comes from Anheuser-Busch 's statement "the beer brewed by the costliest process known... the beer so superior that it has pleased more people than any other beer in history". This gives Anheuser-Busch the credibility that their product is superior to any competing brands. It also gives the reader the impression that their ads are worth reading or watching.…

    • 849 Words
    • 4 Pages
    Better Essays
  • Good Essays

    15 Basic Appeals

    • 502 Words
    • 3 Pages

    Advertisements are part of our everyday lives. From the moment that we step into the world, we are bombarded with a society that has been shaped by advertising. In the article, “Advertising’s fifteen basic appeals”, (Prentice Hall, 1998), Fowles explains how advertisers try to influence consumers through various physiological and psychological levels.…

    • 502 Words
    • 3 Pages
    Good Essays
  • Powerful Essays

    Air Rescue

    • 7498 Words
    • 30 Pages

    In the following essay, Jib Fowles looks at how advertisements work by examining the emotional, subrational appeals that they employ. We are confronted daily by hundreds of fads, only a few of which actually attract our attention. These few do so, according to Fowles, through "something primary and prim itive, an emotional appeal, that in effect is the thin edge of the wedge, trying to find its way into a mind." Drawing on research done by the psychologist Henry A. Murray, Fowles describes fifteen emotional appeals or wedges that advertisements exploit.…

    • 7498 Words
    • 30 Pages
    Powerful Essays
  • Good Essays

    Advertising

    • 981 Words
    • 4 Pages

    From the title, you can expect that this essay will explore the reasoning behind advertisements and why people like them. It is an appropriate title because Fowles breaks down each “appeal” he lists and explains why it is used to draw in audiences. This essay’s focus is about the techniques that advertisers use to appeal to audiences. Fowles got his ideas about the appeals from studying advertisements and using interviews by Henry A. Murray, a Harvard professor. Fowles separates the appeals into 15 parts and gives details on how each is used and how often. His purpose it to inform advertising, marketing and media students, and also other educators on how to us ads to appeal to the public. Also, he wanted to inform the general public on how they are being influenced. The target audience is mainly students who are studying media.…

    • 981 Words
    • 4 Pages
    Good Essays
  • Good Essays

    Pictures are said to be worth a million words. But have you ever taken a moment to analyze a picture such as an Ad or a commercial? Most commercials or ads persuade you to buy something that they are selling usually by cheesy actors or delicious looking food. A majority of these ads are targeted to specific age groups, whether it is for kids, teens, adults, or elders. But others are unanticipated manifestations. For example, the smoking commercials, these commercials show smokers who have serious health problems that affected their life. These ads use subliminal yet informational text, image, or media and other effects to make an impact. Many Ads can be analyzed with Aristotle’s appeals; the images provided can also be analyzed with the three appeals which are ethos, pathos, and logos.…

    • 1322 Words
    • 6 Pages
    Good Essays
  • Good Essays

    Old Spice Ad Analysis

    • 1891 Words
    • 8 Pages

    Advertisements come in various shapes, sizes, and mediums, and as humans, we are constantly surrounded by them. Whether they are on TV, radio, or in a magazine, there is no way that we can escape them. They all have their target audience for whom the advertisers have specifically designed the ad. When a company produces a commercial, their main objective is to get their product to sell. This is a multibillion-dollar industry and the advertisers study all the ways that they can attract their audience’s attention. The producers of advertisements have many tactics and strategies they use when producing an ad to get consumers to buy their product. These include things such as rhetorical appeals, logical fallacies, and “the male gaze.”…

    • 1891 Words
    • 8 Pages
    Good Essays
  • Good Essays

    Ad Analysis: Skyy Vodka

    • 789 Words
    • 4 Pages

    There is a heavy pathos appeal to this advertisement. The objective of this ad is to show sex appeal that makes consumer’s who are of drinking age want to purchase…

    • 789 Words
    • 4 Pages
    Good Essays
  • Satisfactory Essays

    He collectively highlights ways in which different appeals cause different individuals to have a yearning for the product being sold. Fundamentally, this correlates to my research paper because it illustrates how children can be swayed by commercials involving food. Unfortunately, this is causing a huge epidemic of obesity. Yet, if we can pinpoint that commercialism is a factor it could be easily fixed.…

    • 2204 Words
    • 9 Pages
    Satisfactory Essays
  • Better Essays

    Taco Bell Marketing

    • 1086 Words
    • 5 Pages

    Solomon, Jack. "Masters of Desire: The Culture of American Advertising." – Signs of Life in the USA. eds. Sonia Maasik & Jack Solomon. Boston: Bedford, 2002.…

    • 1086 Words
    • 5 Pages
    Better Essays
  • Powerful Essays

    Solomon, Jack. “Masters of Desire: The Culture of American Advertising.” The Signs of Our Time. Los Angeles: J.P. Tarcher, 1988. Rpt. in Signs of Life in the USA: Readings on Popular Culture for Writers. 5th ed. Ed. Sonia Maasik and Jack Solomon. Boston: Bedford/St. Martin’s, 2006. 409-419.…

    • 1393 Words
    • 6 Pages
    Powerful Essays

Related Topics