Analysis of an Advertisement

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"...

... middle of paper ...

...an's drink.

The headline of the advert is, "Guinness for Strength". This is

telling the reader that drinking Guinness will make you strong and

that it will make you look like the statue shown in the picture.

Although the avert does not actually say this it implies it. The

writing is big and bold and done in capital letters. This is to draw

the reader's attention to the word Guinness and the slogan.

I think that the target audience of this advert is young men, who want

to get better bodies, and also middle-aged men, who are worried about

their figures. I think that the advert appeals to the motion of

wanting to better ones elf and the desire for perfection.

In conclusion I would say that Guinness' continuing ability to

challenge popular ideals of sexuality and gender has kept the drink

and the adverts popular.