Advertisements are instrumental in how one views a product of message. Nowhere is this more apparent than with beer advertisements. Beer is one of the world's oldest prepared beverages, and the world's most widely consumed alcoholic beverage in the world. Beer is something sold in most every retail store and gas station. Even through beer products may be similar, advertisements often are used to target different audiences. I propose that by looking at ads for similar products one can better understand how marketing campaigns impact viewer perspective.
In the Corona ad, the target audience would be the one who enjoys relaxation. The depiction of the beach scene indicates beer as a beverage that one drinks to relax and have a good time. The imagery of the beach is often associated with these idea. The ad designer uses natural colors to bring out the warm colors in the beer. Also the text says “Enjoy the natural pastime” which indicates that drinking beer is both enjoyable and something most of the population does. There is also a baseball glove and baseball in the scene that could relate the idea of baseball and beer as a pastime that is enjoyed by all. The idea of beaches, baseball, and relaxation all indicate summer and pastime related activities. The advertisement targets a summer audience with its promises of cold beer and warm beaches.
In the Michelob Ultra ad, the target audience is business men and men that work out. The ad designer uses the same colors from the bottle label to frame the picture of the man in the background. The ad says, “Work hard. Play hard.” The man on left seems to be working out and still looking forward to having a nice cold beer with the few calories it has. The man on the right has a beer in his hand and is saying while working you may enjoy this beer.
In conclusion, both ads are trying to sell beer to a specific audience that may seem different to different viewers. Although the attention is toward the beer in the Corona ad, the Michelob Ultra ad has a straighter forward approach to describing what is being sold by placing the beer in the foreground. The ad is getting the point across and it makes the product the main focus of the ad. Although the ads might look vastly different they are both promoting that same product. The products even look different but are the same type of beer. Each beer is not for everyone and what the ads are trying to indirectly say are “try me, you might enjoy me.” Overall, even though these ads advertise the same product one is geared towards those that like to drink beer for relaxation and those that appreciate hard work.
