The alcohol advertisement that I chose to
deconstruct is from Dos Equis beer. The commercial features the “most
interesting man in the world” who is played by actor Jonathan Goldsmith. The Dos Equis commercials featuring Goldsmith
have appeared on television since 2006 and usually are shown during primetime
television and televised sporting events. These commercials I have always found
to be entertaining but never really gave much thought to the message that they
may send to youth, especially teenaged boys. The deconstruction process made me
acutely aware of the power of advertisements.
Young men often seek adventure, beautiful
women and to be thought of as very “interesting”. I definitely believe that
this commercial would appeal to teens as well since they are at the stage in
life that they are looking for role models and the main character in this commercial seems to
have it all. Teens then might believe that if they drink this beer they too
will be amazing. Since these ads are prevalent during televised sporting
events, the audience is comprised of many young men, teen boys and even young
boys. Prior to doing this activity I hadn't really thought about the negative
consequences that can be associated with advertisements especially to
viewers who are too young for the content. Maybe commercials need to have
age ratings like television shows and movies do, to protect younger viewers.
This activity has given me great insight into the impact of advertising. I do not believe that I will be able to watch a commercial without thinking about the purpose, target audience or consequences related to the advertisement. It has been a valuable experience.
I, too, think these are funny, entertaining ads (and memes!). But you're right, this series of ads glamorizes alcohol consumption, and makes it appealing to teen boys. Of course, they follow in a long, proud tradition of glamorizing and sexualizing alcohol consumption. Yet another reason its so important to teach media skills to students.
ReplyDeleteI was just thinking about the beer commercials on tv and was thinking about how they often can influence the teens to want to try alcohol. I love what you say about advertisements glamorize whatever they are advertising. I feel as though anyone who watches these commercials gets hooked and wants to try whatever it is that the commercial is advertising.
ReplyDeleteTHANK YOU FOR PICKING THIS! I was discussing the assignment with a coworker, and this brand was the first thing she mentioned and we discussed the techniques used by all the alcohol advertisements to reach across to consumer base. Through glamor, it appeals to a much larger demographic than appears. Not only does it attract men and boys, but also women that want to achieve the self confidence to attract men.
ReplyDeleteJust as Jessica said, almost anyone can get hooked on these commercials because they tap into insecurities and the mentalities of want vs. need.