Commercials usually one objective and that is to sell a product. The company that posts the ad doesn’t necessarily care how the ad is acquiring costumers, because in any case it is bring in costumers. Beer commercials are one type or genre of commercials that are truly different, because they not necessarily trying some to get beer, but actually trying to lure drinker to buy their brand. So in this highly competitive market a simple introduction of a product isn’t affective, beucase the market is filled with beer commercials. For example Samuel Adams commercials are very bland, and in many cases just introduce the company, and this tends to be very ineffective. It is ineffective, because when going go the store I don’t see as many people by Sam Adam’s as they do other bards like Miller lite. What is the key to the difference one might ask? The fact is that the commercials for miller lite in other big shots like Bud light and so on are sending a message to the costumer on how they should live their lives. Miller lite’s commercial is very specific and to the point. Their commercials subconsciously send a message to the costumer on what their social identity should be, and specifically that the male gender role is that of a strong masculine man.
In Miller lite’s “carry all” commercial the male gender characteristics are very much set in stone. In this commercial the traditional male characterics are only apporiate, because the male with the carry all was perceived to be feminine. This commercial set a standard, and this standard in used to lure male to buy their beer, because it in a way projects itself to be the beer of men. Also at the very end this commercial it says to man up, and in a way it implies that one way of doing that is to start drinking Miller Lite. SO so far this commercial has been very straight forward about what its point of view is on the expetance for male behavior. The same can be said about sexual orientation in this commercial, because a very good looking bartender is in a certain way his path to becoming more manly. I personally implied that this commercial is trying to also impose the view of straight sexual orientation upon its watchers. This is at some points in my opinion passing the limits of what a commercial can do, and I personally I think that adding that little sexual orientation part was over the top. We have to consider what people of other sexual orientations have to say. As a straight person I still think that trying to a company’s ideals is somewhat out of line, but sales seem to point out that this is a very good strategy. I say that it is time to stand up to these ideas that are imposed on us, and demand not to be persuaded by some trick in our homes. I think that a company should states its case and let the costumer decide, beucase if we as people are to be molded into what a company wants, then at some point that company might have control over most aspects of our buying experience in life.
I agree beer commercials are geared much more differently than other markets because of the people who usually buy beer as well as the extreme competition in the market. But in the case of Sam Adams advertisements, i believe they are bland because they are seeking a different kind of market. they are after the more sophisticated beer drinker. There sales are also reflected in that Sam's is "not a party beer" and there for do not move as much product. It seems that beer is a masculine beer to drink regardless so in the commercial war it is who has the most manly beer.Towards the end you talk about customer choice in products. We always have a choice on what to buy in the stores. There will never be a time when everything will be labeled brand X or Y and we have absolutely no influence on our decision. Advertising and brand power has so much influence in today's daily affairs for such a world to exist.
ReplyDeleteIn regards to your article, I think you are missing some details about the advertisement. Including these would make your point much stronger. What about these specify details makes them have a masculine or feminine identity. I think you could definatly include another aspect of social identity like race, class, age or sexual orientation.