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Alcohol Advertising: A System Targeting You

966 words - 4 pages

Targeting is directing promotions of a product towards a group of individuals who are likely to buy it. Different products are targeted at different audiences. After a company determines its target audience, that audience is researched in order to learn about lifestyle, attitudes, values, and so on. Companies then can effectively reach their audiences by knowing what magazines they read. Alcohol advertisements in "Maxim", a magazine for men, frequently target, reach, and entertain the male audience by incorporating qualities such as having attractive women, having a good time, being manly, and having true friends, that males desire which in turn send profitable support to the alcohol industryBudweiser, the "king of beers," posts an advertisement saying, "Don't you just love a girl you can share a Bud with," then it goes on to say, "Live like a king." The advertisement features two young and attractive women drinking Budweiser, while speaking with an older man. The background of the page is solid red and the statements in white jumps out at you. Budweiser is trying to say that if you drink Budweiser, your lady friend should drink it too. The advertisement also claims that if your lady friend drinks Budweiser with you, you are a king and she will treat you like one.Michelob Light sponsors an advertisement where a man is all the way across a crowded room, with no space to move around, attempting to make it to the bar where he can be rewarded with a smooth tasting Michelob Light. The advertisement claims that despite the time it takes to work your way to the bar, the satisfaction of the beer will be worth the wait. In other words, Michelob Light is the most important thing that should be on anyone's mind when they're stuck in a crowded room at the end of a long line to the bar.Not only do beer advertisements like Budweiser appeal to men, but also there are numerous hard liquor advertisements that attempt to grab the viewer's attention. Bacardi advertisements are more popular throughout the magazine than any other alcohol advertisement. They all feature a red background with their logo of a bat. One of these advertisements, taking up two pages, has bold white lettering that says, "We've got the Bat," and then on the other page it says, "Do you have the balls?" This is a direct approach to grabbing the interest of masculinity. It is asking anyone with male reproductive organs if they are manly enough to drink Bacardi. On the other hand, there is another advertisement using sex appeal with a young, slim, and half nude woman holding a glass of rum. She has a tattoo of the Bacardi Bat on her lower back. She is wearing tight clothing and low riding pants, which reveal the top of her backside. There is a statement saying, "Librarian by day. Bacardi by...

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