Catching the Beer Drinker’s Attention

The advertisement was centered on the things guys like and was highlighted by the addition of sexy, buxom twins. The author explains the ad’s success is based around the simple beginnings of what guys like, accented by good music, and produced with humor. Ballard contends that it was the humor that set this advertisement apart from dozens of others and catapulted the twins into our pop culture memory.
If rule number one in advertising is to know your audience, Coors Light hit a home run with this spot. The advertisement in inundated with the things that their target age group finds appealing. It relies on cars, sports, dogs, humor, and the concept that two is better than one. They were able to mesh these ingredients into an advertisement that would quickly be associated with beer. Coors was also able to handle the political correctness of sex in advertising with their attitude of using sexy not sex to sell their product. By adding enough light humor, just enough to make the guys appear a little silly, they were able to deflect the issue of women as sex objects and warrant the ad acceptable to women and girlfriends.
Advertising, as a science, dwells on peoples’ response to an image or sound in an effort to portray things that are pleasant and appealing. The pictures need to be something we are compelled to look at. The music must be memorable, with a hook that echoes in your head days after you hear it for the first time. In addition, the advertiser needs to keep in mind the target audience while not offending the innocent viewers who may be able to influence the customer. The communication in advertising needs to reach the market, but not offend the marketplace. This places a difficult hurdle in front of companies using hip, pop culture icons to sell products in a world where diverse cultures can be polarized and opinionated.
Whether an advertisement can make a devoted fan with brand loyalty change the beer they drink is unknown.

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