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Do you like to be taken advantage of? No, well you are, every time you look at an advertisement! We are being bombarded with hundreds of beer advertisements and commercial everyday. Alcohol ads appeal to those sensitive ads better than any other, from sex to just getting away, they take full advantage of their targeted groups needs.
Beer ads are using propaganda techniques and double speak in order to attract customers and sell their products. When you see an interesting ad about beer, you are tempted to try it. Propaganda is often accomplished by distortion of facts in order for people to believe the message advertisers are sending (McClintock 0). And double speak is obscure language that makes it seem to communicate, but really does not (Lutz 6).
Beer advertisements are the best at targeting young peoples needs. Advertisers will go as low as bringing cartoons in to promote their products or as scandalous as half-naked women. Whatever the case may be, beer companies are experts at exploiting the younger crowds of the world needs. The problem is teenagers as well as other people are seeing unbalanced and unrealistic messages about beers.
By seeing advertisements for Miller Genuine Draft and Corona, we can recognize similar propaganda techniques used by both companies. There is substantial number of similarities for these two ads, but there is also a great number of differences. Miller and Corona are two of the best exploiters of younger crowds. Both companies are highly educated in finding and advertising their targeted crowds needs. I found that Miller would try to appeal to more of sexual need then Corona. Whereas Corona advertisement appeals to peace of mind instead.
Both the advertisement for Miller Genuine Draft and Corona use what Author Annie McClintock calls “Glittering Generalities” in their ads. McClintock defines a Glittering Generality as an exciting word that makes no real statement, but sugarcoats the advertised product so that people want to try it ( 0). Can you imagine all those times when it was so hot outside, your feet were sticking to the ground, sweat was dripping of your body, and all you were trying to do was relax by the pool and catch some sun. When a gentlemen with an annoying pick up line comes up and begins to hit on you. And all you want to do is get away. Well the Miller Genuine Draft feels the same way about the situation, and suggests that you should put a cold-filtered bottle between yourself and the man. “Cold-filter what you don’t need. Keep what’s good”.
Corona ad just wants to take you away from your every day life, and offer you something relaxing. Corona ad uses the picture of some exotic place with ocean, palms trees, sandy beach and says “go someplace better”. Targeted groups are being effected, because advertisers are trying to convince them to try the product without thinking very much about the meaning of the glittering generalities.
Secondly, both the advertisement for Miller Genuine Draft and Corona use what author Annie McClintock calls “Card Stacking” in their advertisements. According to McClintock Card Stacking is statement that claims what you want your customers to hear, not the whole truth (05). Both ads are trying to appeal to customers’ senses. They are making you believe that beers are refreshing. Miller advertisement says, “Only cold-filtering gives you taste this pure, this refreshing.” It might be refreshing at the moment that you drink it, but after a few beers you will be drunk and there is nothing refreshing about that.
Corona advertisement is making you think about summer vocations. Corona is also making you believe that beers are refreshing, but they are not telling you about the consequences that come with drinking. Card sticking effects all beer consumers. People say what you don’t know can’t hurt you, but it is just a saying. People get hurt, because they are not beware of the truth.
Thirdly, both the advertisement for Miller and Corona use what author William Lutz calls doublespeak in their advertisements. ”Doublespeak is language that makes the bad seem good, negative appear positive, the unpleasant appear attractive or at least tolerable” (Lutz6). According to Lutz, “when a euphemism is used to mislead or deceive, it become doublespeak“
(7). Both advertisements are using misleading phrases and pictures in order to attract costumers. A Miller advertisement says, “live responsibly”. Does this phrase mean that they are concerned, or they just saying it avoid lawsuits? Most beer companies have one goal in mind and it is to sell beer. Advertisers are not really interested in affects and damages that their product causes. They are also misleading the male costumers with this picture. They are trying to make them think, if you drink Miller you can get the girl. Which is not true, drinking beer will not get you the hot girl.
Corona advertisement is misleading its customers with the picture. You can see Corona bottles at the right bottom of the page. Parking lot full of cars and some paradise place are making you imagine what would it be like to just jump in your car and go some place like this. I have to admit, advertisers did their job, because I fell for their ad. Doublespeak effects many people, because we all fall for images that are not realistic. At least it gives us a chance to imagine how would it be to go somewhere that is far from your chores and worries.
There are probably more differences than similarities between these two advertisements. They have different bottle designs. They also have different taste. Most people drink Corona with lime and salt. Corona is also more expensive than Miller. Corona is imported form Mexico, and is one of their best beers. Miller Genuine Draft is domestic beer, which is produced in Milwaukee.
Miller advertisement is better, because they targeted male population, which consumes more beer than any other group. I believe they choose the particular group and made the advertisement to meet their needs. They take your thoughts from your current life, but they also appeal to your senses. If I had to chose between these two advertisements, I would chose Miller Genuine Draft.
In conclusion, beer advertising is designed to provide information to consumers about particular type or brand of beer. It is a goal of advertiser to appeal to the customer in a manner that will sway him to purchase their product. Advertisers for Miller Genuine Draft and Corona use similar types of propaganda techniques in order to achieve their goal. Beer advertising should promote beer in a responsible manner, targeting toward adults of legal purchasing age, but sometimes they even target younger crowds.
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