Advertisers are constantly looking for new ways to evolve advertising and branch their products out to new groups of consumers and captivate a wider audience. This paper will study advertisements from four of the most popular beer brewing companies, Molson Canadian, Coors Light, Bud Light. Despite the obvious differences of each advertisement being from a different beer company, they all employ similar marketing strategies. All of the advertisements draw upon and appropriate subcultural elements of the most popular sporting leagues through association to create a sense of “cool” and desire towards their product. The four popular beer advertisements presented all use the same advertising strategy of appropriating sports culture. This means
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By doing this they are appropriating a sense of “cool” towards their product through sports. The word “cool” can mean a lot of different things to different people, but the “cool” that these brands are appropriating towards themselves is “cool as ultimately a form of distinction” (Potter, 2004) and it is best to “think of cool as the status hierarchy in contemporary urban society” (Potter, 2004). Thus these beer companies are appropriating aspects of sport culture into their advertisements to form distinctions from other beer companies. They have chosen the most popular sporting leagues to associate themselves with because they are at the top in the hierarchy of popular sports, which makes them “cool”. Sports have always been a very cool culture, for example in pop culture, the popular kids in all the biggest movies are captain of the football team, hockey team ext… As well, all of the biggest sports stars are considered “cool” because of their achievements and success in the sport. The reason why sport culture has remained cool is because unlike some cultures it takes immense athletic ability to become cool participating in the sport. It is unlike other “cool” cultures like punk where you can simply listen to heavy metal and get a mohawk and then you are considered cool. …show more content…
To achieve this they implemented multiple signs and signifiers in there advertisements which were key elements of particular sport cultures. The result of this has been the creation of the sense of “cool” for their brands in their respective sport subcultures. The continuos sense of “cool” from appropriation has led to mass consumerism of their products in sport culture. For as long as sport culture and supporting professional sports through spectating stays “cool” so will the companies which appropriate themselves with
By doing this they are appropriating a sense of “cool” towards their product through sports. The word “cool” can mean a lot of different things to different people, but the “cool” that these brands are appropriating towards themselves is “cool as ultimately a form of distinction” (Potter, 2004) and it is best to “think of cool as the status hierarchy in contemporary urban society” (Potter, 2004). Thus these beer companies are appropriating aspects of sport culture into their advertisements to form distinctions from other beer companies. They have chosen the most popular sporting leagues to associate themselves with because they are at the top in the hierarchy of popular sports, which makes them “cool”. Sports have always been a very cool culture, for example in pop culture, the popular kids in all the biggest movies are captain of the football team, hockey team ext… As well, all of the biggest sports stars are considered “cool” because of their achievements and success in the sport. The reason why sport culture has remained cool is because unlike some cultures it takes immense athletic ability to become cool participating in the sport. It is unlike other “cool” cultures like punk where you can simply listen to heavy metal and get a mohawk and then you are considered cool. …show more content…
To achieve this they implemented multiple signs and signifiers in there advertisements which were key elements of particular sport cultures. The result of this has been the creation of the sense of “cool” for their brands in their respective sport subcultures. The continuos sense of “cool” from appropriation has led to mass consumerism of their products in sport culture. For as long as sport culture and supporting professional sports through spectating stays “cool” so will the companies which appropriate themselves with