Beer Advertising
Advertising, in its simplest sense, is drawing attention to something. It always has an impact on the consumers as visuals are bright and colorful. In most of the cases, advertising of alcohol beverages significantly stands out among other advertisements. The plots of such visuals are unusual containing a lot of creativeness and humor. All of them are different in the way they portray drinking. As long as there are many companies that produce beer, the main purpose of beer advertising is to create a long-lasting impression on people. However, it is difficult to make beer advertisements socially responsible in essayslab reviews.
The history of Miller Lite, a pale lager light beer, started in 1972. John Murphy, a president of Miller Brewing Company, purchased three brands from a bankrupt Meister Brau brewer including Meister Brau Lite beer. After a year of reformulating, the company produced a low-calorie brew and called it Lite Beer from Miller. The advertisement of Miller Lite was created specifically for the Halloween. The focal point of this visual is a bottle of beer that is the biggest item in the picture. Blue is the main color on this visual, however, red interferes in it creating a dual color scheme (opposition of dark and light). The bottle has a cape on it, which at first glance looks like that of a superman. However, due to the Halloween concept, this item belongs rather to a vampire than a superhero. The bottle has a condensation on it and seems to fly away from the city because of the sunrise. Quote “Sink your fangs into great taste” is the last thing someone notices. It explains the metaphor of the bottle being a vampire. It refers to the consumer and shows that Miller Lite is the beer for Halloween. The picture that was described before supports these vampire-inspired words. The advertisement encourages people to try the product. However, the quote is based only on the word of Miller Lite production as people might not be sure whether the taste is great or not.
The point of this advertisement is to persuade the consumer to buy Miller Lite. To reach this goal, the designers created an image, which leaves a lasting impression on the target audience. The target audience is rather men than women as the vampire is usually a male, and superheroes are more appreciated by men than women. Miller Lite advertisement is not socially responsible because its plot is a myth that evokes dreams in the mind of audience. It manipulates the target audience to create an accurate final impression. People are compared to thirsty predators, and beer seemed to be the only thing to quench their thirst. Besides, the viewers might compare themselves with powerful and great heroes, while it does not correspond the truth in real life. In this case, transfer propaganda technique was used since a person imagines himself a part of the picture.
The history of Miller Lite, a pale lager light beer, started in 1972. John Murphy, a president of Miller Brewing Company, purchased three brands from a bankrupt Meister Brau brewer including Meister Brau Lite beer. After a year of reformulating, the company produced a low-calorie brew and called it Lite Beer from Miller. The advertisement of Miller Lite was created specifically for the Halloween. The focal point of this visual is a bottle of beer that is the biggest item in the picture. Blue is the main color on this visual, however, red interferes in it creating a dual color scheme (opposition of dark and light). The bottle has a cape on it, which at first glance looks like that of a superman. However, due to the Halloween concept, this item belongs rather to a vampire than a superhero. The bottle has a condensation on it and seems to fly away from the city because of the sunrise. Quote “Sink your fangs into great taste” is the last thing someone notices. It explains the metaphor of the bottle being a vampire. It refers to the consumer and shows that Miller Lite is the beer for Halloween. The picture that was described before supports these vampire-inspired words. The advertisement encourages people to try the product. However, the quote is based only on the word of Miller Lite production as people might not be sure whether the taste is great or not.
The point of this advertisement is to persuade the consumer to buy Miller Lite. To reach this goal, the designers created an image, which leaves a lasting impression on the target audience. The target audience is rather men than women as the vampire is usually a male, and superheroes are more appreciated by men than women. Miller Lite advertisement is not socially responsible because its plot is a myth that evokes dreams in the mind of audience. It manipulates the target audience to create an accurate final impression. People are compared to thirsty predators, and beer seemed to be the only thing to quench their thirst. Besides, the viewers might compare themselves with powerful and great heroes, while it does not correspond the truth in real life. In this case, transfer propaganda technique was used since a person imagines himself a part of the picture.
The second visual is the advertisement for Heineken – Dutch brewing company. Heineken was founded in 1864 by the 22-year-old Gerard Adriaan Heineken. The key ingredient of this beer known as "Heineken A-yeast" was developed in 1886. The advertisement of Heineken represents a pile of CDs, which at first glance looks like a beer keg. The emblem of the Heineken beer is in the center of the keg, so viewers pay extra attention to it. There is a glass of beer near CDs. Quote “Made to entertain” is the last thing to notice on the visual. The company tries to propagate their product through appealing to ordinary people and their interests. Green color, which is the symbol of this company, dominates on the picture.
The point of this advertisement is to show that Heineken beer is produced to entertain. The target audience for this product are people, who are going to have a party or sports gathering as the volume is larger than an ordinary consumer would buy. Unlike the first visual, this one is socially responsible as it does not promise anything that goes in contradiction with the reality. As for entertainment, it is a usual thing at parties and sports gatherings, and beer is advertised just as the source of fun during all the period.
To conclude, all the advertisements might be either socially responsible or irresponsible. These two examples prove this statement. Consumers might not notice the irresponsibility, but advertising should not create the false images in their minds. Both of the visuals do not show any negative sides, which usually go along with alcohol consumption. However, it might not be considered as irresponsibility, because everyone knows about the consequences of alcohol consumption. Neither of the visuals is similar to any competitors’ advertisement since each picture is unique and has its own plot. The only common thing about all beer ads is their main purpose – to persuade the target audience to buy the product. Creative ideas and bright scenes help to reach this goal.
The point of this advertisement is to show that Heineken beer is produced to entertain. The target audience for this product are people, who are going to have a party or sports gathering as the volume is larger than an ordinary consumer would buy. Unlike the first visual, this one is socially responsible as it does not promise anything that goes in contradiction with the reality. As for entertainment, it is a usual thing at parties and sports gatherings, and beer is advertised just as the source of fun during all the period.
To conclude, all the advertisements might be either socially responsible or irresponsible. These two examples prove this statement. Consumers might not notice the irresponsibility, but advertising should not create the false images in their minds. Both of the visuals do not show any negative sides, which usually go along with alcohol consumption. However, it might not be considered as irresponsibility, because everyone knows about the consequences of alcohol consumption. Neither of the visuals is similar to any competitors’ advertisement since each picture is unique and has its own plot. The only common thing about all beer ads is their main purpose – to persuade the target audience to buy the product. Creative ideas and bright scenes help to reach this goal.
Коментарі
Дописати коментар