Miller Brewing Company, a company claiming to be the inventors of light beer, was founded in 1855 when Frederick Miller bought the Plank Road Brewery in Milwaukee (cite). It was not until 1975 that Miller Brewing Company introduced its Lite brand (cite). The reasoning for coming up with a lite beer was so one could still drink beer without getting the dreaded beer belly. In this particular advertisement Miller Brewing Company makes some very specific statements. The very first words of the commercial are “Miller invented light beer.”, with writing on the can that states “The original and still the best.” to back it up. It goes on to state “This led to fewer guys with beer bellies.” implying that their beer is healthier. Miller is trying to get you to buy their product based on the moral obligation that the consumer owes Miller for, by their logic, bringing the consumer into existence.
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In this regard Miller is playing off people’s desire to live a better life style. If there is a healthier option who would not want to take that option instead of the alternative?
Finally Miller states “Miller Lite, we invented light beer, and you.” implying that the only reason any of us exist is that Miller Lite exists. It is by this logic that the Miller Brewing Company is making the not so subtle statement that consumers should drink their beer because they made the consumer. This is an obvious attempt at humor but Miller does still make the claim.
The underlying rationalization throughout the commercial is that if one consumes a certain beer one will be healthier which will inturn attract a mate and led to continuing the human race. One way Miller tries to achieve this is through a pathos appeal. Appealing to emotions like a feeling of nostalgia with the images of people dressed in cloths that were popular in the recent past. Another way of playing on this would be an ethos appeal that health conscious people would identify with the less calories equates to a better lifestyle falling in line with what many doctors recommend. By appealing to the consumer in different ways Miller is improving their chances to sell there product to their intended audience. Which in this case would be young to middle aged …show more content…
It plays on emotions that many men of it’s targeted age group are feeling around that stage of life. The desire to find a mate and procreate is hardwired into us as humans. Miller recognizes this and takes advantage of that through the imagery it uses and the dialogue in the commercial. It’s effective use of over the top humor is something else it’s target demographic would also approve of. All in all Miller Brewing Company does a good job of identifying their audience, relating to them, separating their product from the competitors that are out there, and motivating consumers to try their
In this regard Miller is playing off people’s desire to live a better life style. If there is a healthier option who would not want to take that option instead of the alternative?
Finally Miller states “Miller Lite, we invented light beer, and you.” implying that the only reason any of us exist is that Miller Lite exists. It is by this logic that the Miller Brewing Company is making the not so subtle statement that consumers should drink their beer because they made the consumer. This is an obvious attempt at humor but Miller does still make the claim.
The underlying rationalization throughout the commercial is that if one consumes a certain beer one will be healthier which will inturn attract a mate and led to continuing the human race. One way Miller tries to achieve this is through a pathos appeal. Appealing to emotions like a feeling of nostalgia with the images of people dressed in cloths that were popular in the recent past. Another way of playing on this would be an ethos appeal that health conscious people would identify with the less calories equates to a better lifestyle falling in line with what many doctors recommend. By appealing to the consumer in different ways Miller is improving their chances to sell there product to their intended audience. Which in this case would be young to middle aged …show more content…
It plays on emotions that many men of it’s targeted age group are feeling around that stage of life. The desire to find a mate and procreate is hardwired into us as humans. Miller recognizes this and takes advantage of that through the imagery it uses and the dialogue in the commercial. It’s effective use of over the top humor is something else it’s target demographic would also approve of. All in all Miller Brewing Company does a good job of identifying their audience, relating to them, separating their product from the competitors that are out there, and motivating consumers to try their