Week 13 - Beer Commercials

Bud Light Swear Jar:
http://www.youtube.com/watch?v=JI3Y1auTFpU&feature=PlayList&p=EBE31B695E2D4B06&index=22

Who created this message? Why?
This message was created by the Budweiser Company to attract people to their product by using humor as opposed to sexual references that are traditionally seen in most beer commercials.

Who is the target audience?
The target audience here is young business professionals.

What creative language is used to attract my attention?
Swearing is used as a humorous way to attract the viewer’s attention.

How does this message make me feel?
This message makes me laugh. It also leads me to believe that Bud Light is supposed to be the top choice for young adults. ­

How might different people understand this message differently from me?
I suppose some people might get offended by the commercial. Parents may not want their children seeing such a commercial and think that swearing in a professional environment is okay. Older people might

Heineken Commercial:

http://www.youtube.com/watch?v=3M8Dp7wGBe4

Who created this message? Why?
Heineken created this commercial to market their beer product.

Who is the target audience?
The target audience here is young males with an upper middle-class to wealthy income level.

What creative language is used to attract my attention?
This commercial uses special visual effects to warp the audience back into the future where they find business men in suits and tall top hats drinking Heineken at a local establishment.

How does this message make me feel?
It makes me feel like Heineken is a timeless beverage that a person could drink to show nobility and wealth within a society. Although I found the commercial to be very visually stimulating, I happy go lucky Americans, but instead gave me the vibe that drinking Heineken was a privilege observed for the wealthy. I found the commercial to be snobbish.

How might different people understand this message differently from me?
I think that if a wealthy person saw the commercial it would make them smile. Most wealthy people love to gloat about how much money they have. Also, material things matter more to wealthy people, and they like to show off their “things.” Heineken would be another resource they could use to show their status in life because it is more expensive than say Bud Light for example.

Mike’s Hard Lemonade-Smoke Signals:

http://www.youtube.com/watch?v=e_Yd4QOt4OY

Who created this message? Why?
Mike’s Hard Lemonade created the commercial to attract people to their beer.

Who is the target audience?
Their target market is middle-aged family men and women.

What creative language is used to attract my attention?
The commercial uses smoke signals from the neighbor’s house to create dialogue between two men who are standing by a grill. In the commercial there is also a lot of yellow things. The grill, lemonade pitcher, and even the party lights are all yellow. Mike’s Hard Lemonade bottles are also yellow. This was very smart. Every time a person sees the color yellow it might make them unintentionally think of Mike’s Hard Lemonade.

How does this message make me feel?
The setting of this commercial is a summer time barbecue in an average middle class neighborhood. The commercial makes me feel good. Summer, to me, is all about barbecues with friends and yes, that includes some nice cold alcoholic refreshments.

How might different people understand this message differently from me?
I guess people who are wealthy might not find the commercial appealing. The people are dressed very casually, and it insinuates affordability. It may not be considered a socially high end enough drink for them. People who do not drink may find it offensive that one must have alcohol at a barbecue in order to enjoy a meal or friendly neighborhood gathering.