How Men Read Beer

Beer advertisement can be looked at from very different points of view. Beer drinkers are targets who have one thing in common, which is peer pressure. Peer pressure could be anything from looking good socially and physically to having a good time. Beer advertisers take that very much into account when it comes to selling their product.

Most beer campaigns have a relaxed and approachable brand images that direct consumer's attention to the beer and every aspect that surrounds the experience of drinking it.

Aristotle's source of credibility consists in Logos, Ethos and Pathos which are three completely different textual elements, yet they all associate. Ethos moves an audience by proving the credibility of the writer; Pathos stimulates the feelings of the audience and seeks change in their attitudes and actions; and Logos, along with Ethos and pathos, mobilize the powers of reasoning. A writer must consider the three means of persuasion if he is to convince the audience of the conclusion he wants them to believe or act upon. In this case, an ad for alcohol doesn't appeal to the reader's sense of ethics and morality because nowadays we know for a fact that alcohol has very bad consequences for the human body and mind such as coronary heart disease, hepatitis, cirrhosis, brain damage and many more, which means that the Ethos is not present in these kinds of publicity where the marketing is based on the reader's reactions to writer's credibility and trustworthiness.

Logos appeals to patterns, conventions, and modes of reasoning that the audience finds convincing and persuasive, these next ads appeal to Logos because the audience can identify with the slogan of the ad which is very catchy and intelligent, written in a langua...

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...oints being made, and if people don't take a careful look, they even take the risk of confusing these two beers.

These ads run in magazines such as Blender, Details, Esquire, FHM, Playboy, Razor, Men's Journal, Skiing and Sports Illustrated. These three ads specifically, were taken out of Maxim, which is a magazine for men of almost every age, from their early teenage years when they start to discover their sexual feelings to the day they die. Inside, you can find pictures of beautiful half naked women, their sexual confessions and tips, articles on cars, stupid jokes, sports and money, but mostly Sex. It satisfies every man's need. It's their perfect dream magazine.

The advertisement was obviously focused on men, and for two of these ads, carbohydrates were really an issue of discussion while surprisingly only one of them used women as a marketing technique.