How Psychological Theories Have Been Used in Beer Commercials

Powerful Essays
1) Introduction:
The purpose of this report is to review how psychological theories have been used in beer commercials and how effective they have been in garnering our attention.

The two beer commercials are:
1) Heineken
2) Carlsberg

A Brief Description Of The Two Commercials:
Heineken
This commercial is about a staged show, where not-so-pleasant looking people are singing horribly, to the extent that it annoys the viewer. The commercial starts with a tagline that says: “It seems some people didn’t take the last Heineken commercial seriously.”
The horrible singing goes on, until it ends with another tagline, “Remember, buy Heineken or we’ll keep running these commercials.”
This commercial is supposedly targeted at adults, those who are above 18 years of age, since they are allowed to drink. However, everyone is allowed to view the commercial for humor purposes.

Carlsberg
The commercial is about a store that gives away free soft toy to every customer that buys a beer. However, unknown to the customer, the soft toy contains “stolen” diamonds.
There will be policemen waiting outside the store. When they see a person carrying a bottle of beer and the soft toy, they will immediately apprehend him without any questions asked.
Back in the police station, the policemen would be enjoying the beer, which they had confiscated, while the innocent customers would be miserably locked up in the cell.
Similarly, this commercial is supposedly targeted at adults, those who are above 18 years of age, since they are allowed to drink. However, everyone is again allowed to view the commercial for humor purposes.
Our group will also be doing comparisons of the two beer commercials in terms of the psychological theories used and other dissimilarities worth mentioning.
2) Theory Reviews

2.1) Learning Theory
There are basically three theories to learning,
i) Classical conditioning ii) Operant conditioning iii) Observational learning

Classical conditioning is

You May Also Find These Documents Helpful

  • Powerful Essays

    Explain how psychological perspectives have been used to criminal behavior Biological approaches: (P1)The biological approach means that our behavior is the cause of biological factors. This approach looks at our genetics to construct a reason why we act the way we do and why we develop abnormal behaviors. The brain and nervous system are the biological approach and so are chemical changes in the body .This can mean chemical reactions in the brain. For instance, in eating disorders - twin studies…

    • 2628 Words
    • 11 Pages
    Powerful Essays
  • Powerful Essays

    The second commercial that Craig analyzed was a Miller Beer commercial. The commercial begins with a couple sitting in a booth, holding hands, as a young, blond waitress walks across the room. It is at this point that a man dressed as a cowboy walks into the café. The rest of the commercial from what Craig describes, is that the two women in the café are awe-struck by the man, giving the inference they are attracted to him. Craig analyzes this commercial as one using men’s women, meaning that the…

    • 1221 Words
    • 5 Pages
    Powerful Essays
  • Satisfactory Essays

    In my opinion I believe that the miller lite characters in the "beer commercial" are categorized as mens men . This is my opinion because I feel that the intended targeted audience for beer commercials are men. The message that this commercial is sending is that only "real men" care about the taste in beer and "real men" choose miller lite. The woman that is playing the role of the bartender responds to the fact that the male character is caring something similar to a purse. A purse is a symbol…

    • 206 Words
    • 1 Page
    Satisfactory Essays
  • Powerful Essays

    Psychological Theories

    • 1968 Words
    • 8 Pages

    Explain the principal psychological perspectives (P1) In this section, I will be talking about psychological perspectives that influence an individual’s personality and behaviour towards their actions and view on life. An approach is a perspective/viewpoint of someone. That revolves around certain assumptions (i.e. beliefs) about typical human behavior which involves the way they function, which aspects of them are worthy of study and what research approaches are suitable for carrying out this…

    • 1968 Words
    • 8 Pages
    Powerful Essays
  • Powerful Essays

    Psychological Theory

    • 1941 Words
    • 8 Pages

    progress in a lethargic & unprepared manner. b. Law of Exercise The second law of learning is the ‘Law of Exercise’, which means that drill or practice helps in increasing efficiency and durability of learning and according to Throndike’s S-R Bond Theory, the connections are strengthened with trail or practice and the connections are weakened when trial or practice is discontinued. The ‘law of exercise’, therefore, is also understood as the ‘law of use and disuse’ in which case connections or bonds…

    • 1941 Words
    • 8 Pages
    Powerful Essays
  • Powerful Essays

    Psychological Theories

    • 974 Words
    • 4 Pages

    Psychological Theory Psych525 Psychological Theory This paper examines how a person’s cultural ethnocentric perspective causes them to react to a person from another culture based on the behavior/social cognitive theory. For the purposes of description, this presentation will explore both Irish and Japanese ethnocentric perspectives and how they relate to one another using the behavior/social cognitive theory. Ethnocentricity Before continuing on to describe Irish and Japanese cultural interaction…

    • 974 Words
    • 4 Pages
    Powerful Essays
  • Better Essays

    Psychological Theories

    • 901 Words
    • 4 Pages

    Psychological Theories: Lifespan vs. Social Learning Theory A Case Study HNC Social Care 13th August 2011 Total Words = 814 During this case study we will be utilising two theories to understand the behaviours of an individual named Alistair. Alistair is 17 years old and originates from Ayrshire. He arrived at Stepdown on 01/06/2011 after it was decided that he no longer met the criteria to be held in secure accommodation, however still required supervision.…

    • 901 Words
    • 4 Pages
    Better Essays
  • Good Essays

    One of the theories that is used based on the movie is the role theory. Role theory is refers to the individuals impress upon themselves personal and social expectations related to the myriad roles that they might hold (e.g., employee, parent, caretaker). Each social role is a set of rights, duties, expectations, norms and behaviours that a person has to face and fulfill everyday. In other words, an individual’s life is comprised of various roles across all work and life domains. However, the capacity…

    • 376 Words
    • 2 Pages
    Good Essays
  • Better Essays

    Surrealism and Advertising How just beer became ‘BEER!!’ 14/12/2008 Contents INTRODUCTION 3 Surrealism and Advertising 3 The Product 3 The Campaign 3 The commercial 5 Conclusion 5 Appendix A 6 Appendix B 6 Visuals: 7 References: 9 INTRODUCTION The intention of this essay is to analyse surrealism in advertising and apply the theoretical background of it and the psychoanalytic theory to a 2003/2004 campaign for Tooheys Extra Dry beer, made by BMF Advertising agency…

    • 2329 Words
    • 10 Pages
    Better Essays
  • Powerful Essays

    What technologies have been used to kill people, and why? Killing technology has been on show during the major wars in the 20th century; and the killing rate increased drastically in the last century. During 20th century major developments took place in gas weapons, small arms, large guns and weapons of mass destruction which were in use during World War 1 and World War 2. Killing was not seen as an objective in war however, it was seen as being a more humane method and to make war shorter. The…

    • 1690 Words
    • 7 Pages
    Powerful Essays