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Analysis Of An Advertisement

1153 words - 5 pages

Analysis of an Advertisement

In this piece of writing we will be analysing adverts published by
Guinness. Guinness itself has, according to one of its adverts, been
around since 1759. If this is true then this would make Guinness one
of the oldest drinks around today, except, of course, water. What
really matters for us is that Guinness has been at the forefront of
advertising since the 1920s. Guinness' adverts have constantly changed
to both influence and keep up with changing ideas on gender, as well
as giving us a few surprises along the way. In fact Guinness' adverts
have been so consistently good that there are books detailing all of
Guinness' adverts. One such book is where this piece gets its source
material.

The first advert we will look at is from 1960. It depicts two men and
two women, presumably couples, enjoying a glass of Guinness each. This
advert was just at the start of the sexual revolution experienced
during the 60s and shows that Guinness had its finger on the pulse
even at this early stage. It also shows us how Guinness helped change
traditional macho ideals by depicting women as equal to men. Adverts
like this helped set off a concatenation that eventually led to women
being viewed as men's equals. In the background there is a beach and a
Punch and Judy stall with children flocked around it. This helps to
re-enforce the writing's suggestion of Guinness being a holiday resort
and not a drink.

The writing that accompanies this picture reads; "Guinness By-The-Sea.
The favorite holiday resort". It then says at the bottom; " Be sure to
stay near Guinness this year - its so invigorating." The word
"Guinness" is printed very big and immediately draws the reader's
attention to it. The rest of the writing gradually gets smaller as it
moves down the page. This again draws the reader's attention to the
top and the word Guinness. This is emphasizing the product name and,
in collaboration with the picture, makes sure that the reader cannot
forget what the advert is advertising, as is the case in some more
modern adverts. There is a slight pun in the words "Guinness
by-the-sea" as it depicts Guinness as a holiday resort instead of a
drink. This lightens the advert up and may make the reader laugh. This
is to make the advert stick in readers' memories, as you are more
likely to remember something that you laughed at than something that
you found dull and boring. Also the color helps to achieve this by
being very bright.

I believe that the target audience of this advert is the young adults
because it shows that drinking Guinness is cool. In this way it
appeals to snobbery and the desire to be cool and to keep up with what
is fashionable. It also challenges popular notions of gender by
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