There are two different types of beer advertisements, one that uses the sexuality of women to sell their product and the other that shoves masculinity in the faces of the men who are viewing the ad. I say men because the beer market is obviously male dominated and male consumed and without the help of concrete statistics one could conclude that beer consumers in the United States are mostly male. But to assess the validity of this statement, drinkfocus.com states that only 25 percent of beer drinkers are female (which is much higher than ever before). Nevertheless, beer is unquestionably being sold to men through these hypersexualized advertisements that feature your average tan, toned, and supplemented woman as a tool to reel men into the idea that this particular brand of beer will lead to the attainment of such a lady. Budweiser is a frequent user of this tactic as they plaster their insignia on the otherwise bare bodies of slender women who are either holding one of their products or laying suggestively on a life size bottle, making them appear smaller and less powerful.
Whether consciously or subconsciously, men associate the drinking of beer with what they see in commercials, billboards, and magazines. This may not only be influenced by the use of sexual appeal but also by the question of masculinity. What straight man would want to feel or be called wimpy or feminine? Beer companies use this male complex to teach men that beer is manly, especially their brand of beer. Dos Equis serves as a prime example of a company that utilizes this appeal as they employ the "Most Interesting Man in the World" appeal in which the Sean Conneryesqe man is sitting amongst beautiful women while other men sit off to the side as spectators to his social success.
Although these advertisements are blatantly directed at men, they are indirectly effective on women as well. A woman who views a Budweiser ad may feel that the drink will empower her to seem as sexy and appealing as the women used to sell the product if she consumes it herself. In a similar way, when viewing a Dos Equis ad she may desire the position of the women who are sitting next to the handsome most interesting man and to be desired by him would mean drinking his beer.
Advertisements have a strong, and often subtle effect on those who view them. They use several different types of appeals to draw the desired audience in to their product, and in the beer industry sexual and masculine appeal are key to gaining consumers.
Dos Equis Commercial:
Budweiser Advertisements:
http://www.google.com/imgres?imgurl=http://www.jesseshunting.com/photopost/data/593/motivational_3d_advertising_budweiser.jpg&imgrefurl=http://www.jesseshunting.com/photopost/showphoto.php/photo/26382&usg=__gbb9KFa8lkrBqmQZa_2v8H90tvU=&h=480&w=600&sz=58&hl=en&start=119&zoom=1&tbnid=BN7SuMHsF8wBRM:&tbnh=124&tbnw=155&prev=/images%3Fq%3Dbudweiser%2Badvertising%26um%3D1%26hl%3Den%26sa%3DN%26biw%3D1366%26bih%3D550%26tbs%3Disch:10%2C2443&um=1&itbs=1&iact=hc&vpx=564&vpy=104&dur=228&hovh=136&hovw=170&tx=106&ty=95&ei=NEbWTKWVCIm_nAeg5sDiCQ&oei=gUTWTPi6FoOdlgewhdmDCQ&esq=4&page=6&ndsp=24&ved=1t:429,r:19,s:119&biw=1366&bih=550
http://www.google.com/imgres?imgurl=http://www.inspirational-quotes-short-funny-stuff.com/images/budweiser-ads-funny-beer-ads-sexy-girl-king-of-beers.jpg&imgrefurl=http://www.inspirational-quotes-short-funny-stuff.com/funny-ads.html&usg=__srZDVb179uD2Yk8SpgUYfIo9kNg=&h=349&w=465&sz=47&hl=en&start=119&zoom=1&tbnid=_yWEODWeqxLkkM:&tbnh=113&tbnw=150&prev=/images%3Fq%3Dbudweiser%2Badvertising%26um%3D1%26hl%3Den%26sa%3DN%26biw%3D1366%26bih%3D550%26tbs%3Disch:10%2C2120&um=1&itbs=1&iact=rc&dur=400&ei=NEbWTKWVCIm_nAeg5sDiCQ&oei=gUTWTPi6FoOdlgewhdmDCQ&esq=4&page=6&ndsp=24&ved=1t:429,r:11,s:119&tx=85&ty=74&biw=1366&bih=550
No comments:
Post a Comment