A Rhetorical Analysis Of Beer Advertisements
325 million gallons; the average amount of beer consumed every year for America’s classic sporting event, the Super Bowl. When it comes to advertisements, beer companies pay between 1-500 million dollars per year to showcase their product. The bulk investment for beer companies advertisements go toward events with high numbers of spectators. Given the correlation of advertisement investment and high grossing sale revenue during the Super Bowl, one can argue the advertisements as effective. If not so, then why invest so much? Dos Equis, Heineken, and Budweiser utilize camera orientation, props, and models/celebrities as a means to persuade consumers to purchase their merchandise. Targeting men, these advertisements play on a male’s desires and
…show more content…
perception of beer. Visual advertisements meticulously use camera orientation in order to highlight features of the model, product, setting, and associating props. Highlighted features create focus points for the viewer, which in turn create a stronger argument or appeal because of the attractive lighting and reminiscence. This tactic plays on ones perception of the object as it appears more enticing. Furthermore, analysis of camera orientation can prove that beer companies target men in their advertisements. For instance, Dos Equis, commonly known for its “most interesting man in the world” advertisement, features Jonathon Goldsmith as well as attractive females to endorse their product. A medium frame is used in this advertisement as a means of adding equal emphasis to all features, thus allowing the viewer to clearly see the full display: a distinguished man surrounded by beautiful females and a bottle of Dos Equis. Another notable beer company, Heineken, also utilizes the camera orientation technique. Unlike Dos Equis’ medium frame, Heineken uses a close up shot. In one ad, a bottle of Heineken is portrayed without a model. The absence of a model allows the viewer to focus solely on the beverage and its details, such as condensation beads and writing on the bottle, however focus on the beverage alone may make for a weak appeal. Companies using this frame must have confidence that the mere display of their product alone can influence a sale. Aside from medium and close frames, rear view, another common frame, often appears in Budweiser advertisements. For example, one of Budweiser’s advertisements portrays three women laying down on a Budweiser towel. With their backs turned to the camera, the Budweiser label appears on their bathing suits. This frame highlights the models butts as well as the product name. A visual of an attractive female endorsement, as well as the camera orientation, effectively entices men to purchase the product displayed by playing on the man’s desires as a consumer. Overall, camera orientation plays a huge part in the effectiveness of an advertisement, as it sets the stage for the product and the endorsing factors. Beer companies collectively use camera orientation for all their ads, and most would find the ads effective in their goal of glorifying their merchandise.
Beer companies also utilize props in their ads: appealing objects and clothing add grandeur to a product or individual. For example, Heineken often places a bow tie on their beer bottle, thus creating an original and eye catching ad. Heineken also uses props with their models by clothing them with suits, tuxedos, and Rolex watches. Usage of high end apparel compliment the product by adding a sense of sophistication and quality, which in turn appeals to the consumers desires for a notable product. The handle bar mustache, a staple of Heineken, often gets featured with their product: “under every handle bar mustache is a little Heineken”. Undoubtedly, this prop appeals to lovers of the handlebar as well as those who sport one. Dos Equis also makes use of props in their “most interesting man” ad, in which the actor wears a tux. The actor, Jonathon Goldsmith, is often accompanied by women in elegant dresses and makeup. These props create an ambiance of sophistication and grandeur for their product. When one views this add they will associate the beverage with a classy lifestyle. Often, sexually appealing props can find their way in Budweiser advertisements. In these ads one or multiple women receive limelight wearing revealing clothes or bathing suits, which in turn play on a man’s desires of attractive women and beer. Other ads by Budweiser feature horses, a historical symbol of the company. Props used by beer companies do just enough to catch the viewers’ attention and appeal to emotional reasoning. All this to say, one cannot have an effective ad without effective props that complement the product or features, so companies use specificity when choosing props as to make a better appeal to their target audience. One cannot overlook the most commonly used visual rhetoric technique by beer companies: celebrities and models.
Nearly all beer advertisements use models or celebrities because of the strong appeal created when viewers recognize an endorser. The familiar faces create a sense of trust toward the product because the viewer supports the celebrity. Models have a similar effect, but instead portray beauty that catches the eyes of the consumer and entice them to purchase the advertised product. These appeals act heavily on one’s emotional reasoning, as the company does not always desire a logical decision when it comes to purchasing their product. As stated in the first paragraph, Dos Equis claims Jonathon Goldsmith as “the most interesting man alive”. This label, recognized by many, immediately associates with the product and sticks out in peoples mind when they see Dos Equis in the stores. Attractive models also appear in the ad with Jonathon Goldsmith. This image creates an illusion for men in the sense that a false reality gets portrayed. Dos Equis does not literally make someone interesting or win an individual women, however the ad wants to persuade men that their actor is a notable figure and the women around him validate it. Attractive women commonly make their appearance in Budweiser ads as well. These ads primarily focus on male consumers with appeal to a man’s sexual needs. The use of women create a fantasy in the man’s mind. This grouping of Budweiser with beautiful women encourage consumers to purchase the product. Using models dates back to Budweiser’s original ads; they have always utilized attractive model or pin up girls throughout their existence as a company. Historically, the use of models prove effective in appeal: “If it is not broke do not fix it.” James Bond, a well-known figure head, commonly receives lime light in Heineken advertisements. Many recognize the heroic character and support his endorsement despite the fact James Bond comes from a
fictional film no more real than Spongebob Squarepants. None the less, the ad proves effective because now when a consumer thinks of the character James Bond, the product also comes to mind. These separate entities, now grouped together, create an archetype of mutual liking. In conclusion, the use of models and celebrities play a huge role in the success of advertisements because of their strong appeal to viewers’ need for trust in a recognizable figure.
Songs, advertisements, people, and even animals, all endorse beer products. The use of models/celebrities, props, and even the orientation of the camera play a huge role in creating an appealing argument and advertisement for beer companies. Camera orientation gets used in all ads, props and models get used in most, but together, all three factors create an effective argument and strategically play on a consumers desires. Targeting men and appealing to the wants and perception of beer, Dos Equis, Heineken, and Budweiser effectively use props, camera orientation, and models/celebrities in order to persuade consumers to purchase their product.
perception of beer. Visual advertisements meticulously use camera orientation in order to highlight features of the model, product, setting, and associating props. Highlighted features create focus points for the viewer, which in turn create a stronger argument or appeal because of the attractive lighting and reminiscence. This tactic plays on ones perception of the object as it appears more enticing. Furthermore, analysis of camera orientation can prove that beer companies target men in their advertisements. For instance, Dos Equis, commonly known for its “most interesting man in the world” advertisement, features Jonathon Goldsmith as well as attractive females to endorse their product. A medium frame is used in this advertisement as a means of adding equal emphasis to all features, thus allowing the viewer to clearly see the full display: a distinguished man surrounded by beautiful females and a bottle of Dos Equis. Another notable beer company, Heineken, also utilizes the camera orientation technique. Unlike Dos Equis’ medium frame, Heineken uses a close up shot. In one ad, a bottle of Heineken is portrayed without a model. The absence of a model allows the viewer to focus solely on the beverage and its details, such as condensation beads and writing on the bottle, however focus on the beverage alone may make for a weak appeal. Companies using this frame must have confidence that the mere display of their product alone can influence a sale. Aside from medium and close frames, rear view, another common frame, often appears in Budweiser advertisements. For example, one of Budweiser’s advertisements portrays three women laying down on a Budweiser towel. With their backs turned to the camera, the Budweiser label appears on their bathing suits. This frame highlights the models butts as well as the product name. A visual of an attractive female endorsement, as well as the camera orientation, effectively entices men to purchase the product displayed by playing on the man’s desires as a consumer. Overall, camera orientation plays a huge part in the effectiveness of an advertisement, as it sets the stage for the product and the endorsing factors. Beer companies collectively use camera orientation for all their ads, and most would find the ads effective in their goal of glorifying their merchandise.
Beer companies also utilize props in their ads: appealing objects and clothing add grandeur to a product or individual. For example, Heineken often places a bow tie on their beer bottle, thus creating an original and eye catching ad. Heineken also uses props with their models by clothing them with suits, tuxedos, and Rolex watches. Usage of high end apparel compliment the product by adding a sense of sophistication and quality, which in turn appeals to the consumers desires for a notable product. The handle bar mustache, a staple of Heineken, often gets featured with their product: “under every handle bar mustache is a little Heineken”. Undoubtedly, this prop appeals to lovers of the handlebar as well as those who sport one. Dos Equis also makes use of props in their “most interesting man” ad, in which the actor wears a tux. The actor, Jonathon Goldsmith, is often accompanied by women in elegant dresses and makeup. These props create an ambiance of sophistication and grandeur for their product. When one views this add they will associate the beverage with a classy lifestyle. Often, sexually appealing props can find their way in Budweiser advertisements. In these ads one or multiple women receive limelight wearing revealing clothes or bathing suits, which in turn play on a man’s desires of attractive women and beer. Other ads by Budweiser feature horses, a historical symbol of the company. Props used by beer companies do just enough to catch the viewers’ attention and appeal to emotional reasoning. All this to say, one cannot have an effective ad without effective props that complement the product or features, so companies use specificity when choosing props as to make a better appeal to their target audience. One cannot overlook the most commonly used visual rhetoric technique by beer companies: celebrities and models.
Nearly all beer advertisements use models or celebrities because of the strong appeal created when viewers recognize an endorser. The familiar faces create a sense of trust toward the product because the viewer supports the celebrity. Models have a similar effect, but instead portray beauty that catches the eyes of the consumer and entice them to purchase the advertised product. These appeals act heavily on one’s emotional reasoning, as the company does not always desire a logical decision when it comes to purchasing their product. As stated in the first paragraph, Dos Equis claims Jonathon Goldsmith as “the most interesting man alive”. This label, recognized by many, immediately associates with the product and sticks out in peoples mind when they see Dos Equis in the stores. Attractive models also appear in the ad with Jonathon Goldsmith. This image creates an illusion for men in the sense that a false reality gets portrayed. Dos Equis does not literally make someone interesting or win an individual women, however the ad wants to persuade men that their actor is a notable figure and the women around him validate it. Attractive women commonly make their appearance in Budweiser ads as well. These ads primarily focus on male consumers with appeal to a man’s sexual needs. The use of women create a fantasy in the man’s mind. This grouping of Budweiser with beautiful women encourage consumers to purchase the product. Using models dates back to Budweiser’s original ads; they have always utilized attractive model or pin up girls throughout their existence as a company. Historically, the use of models prove effective in appeal: “If it is not broke do not fix it.” James Bond, a well-known figure head, commonly receives lime light in Heineken advertisements. Many recognize the heroic character and support his endorsement despite the fact James Bond comes from a
fictional film no more real than Spongebob Squarepants. None the less, the ad proves effective because now when a consumer thinks of the character James Bond, the product also comes to mind. These separate entities, now grouped together, create an archetype of mutual liking. In conclusion, the use of models and celebrities play a huge role in the success of advertisements because of their strong appeal to viewers’ need for trust in a recognizable figure.
Songs, advertisements, people, and even animals, all endorse beer products. The use of models/celebrities, props, and even the orientation of the camera play a huge role in creating an appealing argument and advertisement for beer companies. Camera orientation gets used in all ads, props and models get used in most, but together, all three factors create an effective argument and strategically play on a consumers desires. Targeting men and appealing to the wants and perception of beer, Dos Equis, Heineken, and Budweiser effectively use props, camera orientation, and models/celebrities in order to persuade consumers to purchase their product.