I originally decided to show a television advertisement for Guinness Beer in class that I saw this past week, which heavily functioned on emotion. In the commercial, several men in
wheelchairs are shown playing basketball, during which, one of the
players falls over. After the game, every player stands up from the
wheelchair except for one, who is revealed to be actually disabled. The
commercial then shows all the players drinking Guinness Beer together.
While this entire scenario bears no relevance whatsoever to the actual
product, it connotes friendship, loyalty, and dedication. In fact, the
narrator even says these actual words and then goes on to say, "The
choices we make reveal the true nature of our character." Therefore, the
commercial generally sells the lifestyle of being a good, moral person.
By drinking Guinness Beer, you're then being a good person. I instantly felt emotionally sympathetic to this commercial even though I'm not even of legal age to purchase the product. As such, I consider this to be quite a successful advertisement. Throughout the commercial, a heartfelt piano ballad provides an almost fragile undertone to the context of the advertisement, easily capturing viewer' attention as well as their emotion. Furthermore, this advertisement strives to demonstrate that all are equal, no matter the circumstance, thus attributing this quality to Guinness Beer itself. An advertisement that is capable of accessing a viewer's emotion so proficiently is certainly likely to increase sales of the product featured within the advertisement. Even in the case that viewers are too young to purchase the product, this advertisement still establishes Guinness as an ethical and respectable brand.
Here is a link to the commercial: http://www.youtube.com/watch?v=xwndLOKQTDs
Hello, Chris! I saw the video.
ReplyDeletehttp://www.youtube.com/watch?v=xwndLOKQTDs
It is very interesting and unusual settings. Disabled men are playing basketball and then they are drinking the Guinness Beer. I read your blog today. Thank you for video about disabled men. In my opinion, playing is good for all of them. I’m not sure if the bear is good for them. How do you think about this? Is Beer good for disabled men?
Tatiana.
Watching this commercial made me smile; it definitely screams friendship. One of the basketball players does actually use a wheelchair and his friends played in wheelchairs just so he could play as well. To me, this just exemplifies how his friends are willing to do anything with him. They could have just not asked him to play basketball with them since he is wheelchair-bound. This advertisement shows how after a great game of playing hard, friends will go and have a great time drinking a glass full of distinguished Guinness beer.
ReplyDeleteI highly enjoyed reading your blog! Interesting reflection on character: it sounds similar to “your character is your destiny” by Heraclitus. The commercial evoked a good image of college students, (or at least that’s the population, I believe they were targeting) which was refreshing to see “students” being portrayed as normal people with good morals—unlike the common stereotypical “animal” like partying that pop culture promotes. It was nice to see the basketball friends meet the disabled friend at is level; rather than the disabled man having to compete with them at their level. Bravo!
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ReplyDeleteTatiana,
ReplyDeleteI don’t think that the ad really targeted people’s desire to be physically healthy. Instead, the ad was directed at consumers’ emotional health, appealing to people’s sense of friendship and need for a strong, supportive community. The commercial was associating the brand with team bonding and strong friendships; the disabled man’s friends were morally strong because they were willing to go great lengths to include him in their activities. The ad implies that Guinness is also morally strong because it provides an easy way for everyone to interact, regardless of disability.
Good Lord, i think this is an amazing commercial. a lot of Beer ads try to convey the idea of having a good time with your pals at a barbeque and watch a football game. but what Guinness did her i find pretty amazing, they took a spin on having a good time and made it so there was a deeper connection in the activity they were taking part in. i admire the idea behind it, but im not so sure it may drive sales of the product so much as teaching people what good fiends are.
ReplyDeleteI think a commercial that can target even people who aren't are legal age to be able to connect and feel emotion is a great advertisement. Because even though they are trying to sell you their beer they show you friendship and like you said loyalty. It shows you that good friends drink Guinness beer together. Why do you think that this commercial they try to convey a lot of emotion rather then friends just drinking to drink and have fun?
ReplyDeleteI definitely appreciate the contrast between this and most beer commercials. I don't drink, so I can't really relate much, but it is nice to see something like this from a different perspective (seeing it as something to bring people together instead of seeing it as something to just make them act stupid). With that in mind, it does seem to be a good ad, considering it doesn't immediately lose my attention.
ReplyDeleteI sadly did not enjoy this commercial at all I thought it was a cheap ploy to aim for people who are sensitive so they can get them to buy their beer. I just do not see a connection to beer and disabled people playing basketball. I understood it better when you explained it on your end but I still do not think this ad was effective at least to me. I wonder how many ads try to use Pathos on us on such a weird level.
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