Empty Chair Advertisement Analysis Essay

The motive of the Guinness “Empty Chair” commercial is to use an emotional appeal and creativity to attract all consumers. The commercial ad created a short story using a setting, music, characters, creativity, and patriotic ending. Short story ads help keep the audience’s attention when viewing because they want to know what will happen next. The Guinness “Empty Chair” commercial is effective because of the strategies it uses to reach the intended audience and fulfill the advertisement purpose.
The ad starts out by creating a serious mood by using a gray, cloudy, and cold scenery. The lights in the bar are dimmed. There is rain and snow in the commercial which are known to set thoughtful, dour, and sometimes sad moods. The commercial used these details to have the audience want to keep watching to see what happens next, therefor it keeps them from skipping the ad. In the article of Making Sense of Ads stated that advertising researchers devote large sums to testing consumers’ responses
They used a solider to reach their audiences attention. It created an emotional attraction towards the viewers. One of the advertisement analysis questions listed in the Making sense of Ads article was Does a celebrity provide an endorsement? In the Guinness “Empty Chair” commercial the soldier is as if he is a celebrity. The bartender was hopeful he would walk in and she made sure not only his glass of beer was ready for him, but that no one took his chair. The characters in the bar all rose their glass of beer to him when he walked in. The music played louder as they saluted. The only words said in the commercial were “the choices we make reveal the true nature of our character”. These words make the audience think about the choice of the beer they will choose to buy next time. It is as if the audience drinks Guinness beer they will be supporting the