Dos Equis Advertisements

According to Plato, a Greek philosopher, “He was a wise man who invented beer.” Even though this quote is from many years ago, it is still very true, with beer now being one of the three largest advertised products in an advertising industry with an annual revenue of over half a trillion dollars. Nowadays, beer companies, like all other companies, are trying their best to get more attention and win more consumers. Most beer ads target their customers with fantasy, like the Dos Equis 2011’s ad which concentrate on the fantasy of being successful and surrounded by babes. Some companies like Miller Lite however, try to include the “rejected” group, and show their support in the hope of getting their support, like including a homosexual couple …show more content…
The guy, which is know as the most interesting man in the world, is looking directly at the camera, wearing his fancy and probably expensive suit, while having a cigar in his hand. Then there are two girls sitting next to him, one looking at him, while the other one is looking at others with the feeling that she is better than them. Looking at the golden wall behind them, it seems like they are at the VIP section of a fancy club, enjoying their time with the bottle of Dos Equis beer in front of them, and a long glass of beer next to it. This ad is what scholarly writer Steve Craig calls a “men’s men” ad, “Men’s men have the unchallenged freedom of a fantasized masculinity- to travel, to be free from commitment, to seek adventure” (186). Beer is mostly known as a men drink, and this being a beer ad, knows its audience and it’s trying to grab their attention as much as it can, by showing the ultimate fantasy of being in a VIP section of a club while women are surrounding you. It also uses the most sellable method of advertising as well which is sex. As Jack Solomon, English professor says, “The very language of today’s advertisements is charged with sexuality. Products in more innocent fifties were “new and improved,” but everything in eighties is “hot!”- as in “hot woman,” or sexual heat” (172). Not just that, the most interesting man in the world is also the most masculine man in the world as well. Masculine men are usually the one …show more content…
They knew that beer was not a high-class drink like wine or champagne, but that didn’t stop them for targeting high-class people. Instead they hired a good-looking man, and represented him as a rich guy who tells you to drink Dos Equis beer. With this, they bought themselves so much attention and money. Now people see Dos Equis as a high-class drink, and whoever drinks it, will feel like a high-class fancy person. This type of commercials is what Solomon calls elitism, ”The American dream. In other words, has two faces: the one communally egalitarian and the other competitively elitist…it also lures us to achieve social distinction, to rise above the crowed and bask alone in the glory”(167). The commercial looks so fancy that makes everyone believe that this beer is only for higher-class people and it’s not a cheap drink at all. Both women are attractive, white, and young. Their cloth however is not revealing because this ad is toward higher-class consumers so such characteristics will definitely not appear in such ads, but they definitely are showing skin as much as they can. With the girl on the center wearing a dark green V-neck dress, showing all of her hands, most of her chest, and some legs as well. The ad is bringing the fantasy to men that if you drink Dos Equis beer, you will be consider high class and attractive, and you will get any girl’s