Beer Ad Analysis

For many years, beer has accumulated the mainstream idea that beer is typically consumed in the party-type scenes. It has also created a popular thinking that young men that drink beer are manly, wild, girl-loving, partying individuals. Recently, however, it has seemed as though beer companies have begun to stray away from that way of thinking and have begun forming a new ideology. That being, that beer is an alcoholic beverage that can bring people together to have a good time. Guinness has taken this way of thinking and pushed it even further. With this ad, Guinness wants to show that men who drink beer can still be manly, but also sensitive, sympathetic and supportive at the same time. They show these qualities through the actions of the men playing the basketball game.

Guinness’ ad starts right off in the middle of the action. It first shows a basketball soaring through the air in slow motion towards a basketball hoop. The camera then turns toward the faces of young, active men in wheelchairs, anxiously watching to see if the ball will go in. The ball proceeds to bounce off of the backboard and falls into the hands of one the men. In the next few moments, as the men are racing up and down the basketball court in their wheelchairs, we observe the competitiveness and sportsmanship of the two teams. One could see the sweat rolling down their faces and struggle of getting up after being knocked over. One could also hear the crashing of the wheelchairs, squeaking of the wheels, and yelling of the players. These few moments are full of action and display the dedication that the players have for the game. Once the game has ended, all of the men but one unbuckle themselves and walk out of their wheelchairs. They all he...

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... Guinness really showcases the admirable and inspirational characteristics that the men possess throughout the ad that, in turn, makes the audience want to be more like them-- to transform something that is not so extraordinaire, into something miraculous. The same concept is true for the actual product. Guinness takes plain wheat crop and turns it into the spectacular alcoholic beverage that is served today.

Young men who drink beer were typically seen as the wild and crazy party type. But, Guinness took this mainstream ideology and tried to shed a much more appealing and uplifting light onto it. The heart-warming and tear-jerking ad is slowly beginning to change the stereotype that was once created many years ago. Guinness most definitely shows that men who drink beer are not only manly, but can be sensitive, sympathetic, and supportive all at the same time.