Miller Beer Commercial Analysis

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 advertisers use the male’s sexual fantasy that beautiful women will be attracted to them. In commercials where women are used to target the male audience, the women tend to be objectified according to Craig, making it seem that the women are not actual
Throughout the course of the commercial, celebrity, Paul Rudd was featured at a basketball game. By using a celebrity, everyone is able to think back to a funny moment in a movie Paul was in and have a good laugh. In addition, since he was at a basketball game, it appeals to men’s men by associating the beer and Paul with sports. In addition to Paul Rudd being featured, there was a farmer on his ranch. By using a farmer, the commercial is able to relate to the hard working, ordinary American. By using these two actors, Bud Light was able to effectively target a wide variety of men from sports enthusiasts to hard working
Instead of the typical stereotypes that men and women have of each other, a more diverse approach for targeting the audience may have become more prevalent. In the case of Audi, the commercial still used aspects of adventure, camaraderie, and escapism in their commercial, it is clear that the commercial was used as a realistic approach to the family setting rather than an idealized family. Likewise, in the Bud Light commercial even though it primarily targets men through sports, camaraderie, and beer, Bud Light created a diverse target demographic. They were able to accomplish this by the actors and locations used in the commercial. It would be interesting to do another research study on commercial and how they target specific audiences and then compare it to Craig’s essay Men’s Men and Women’s