Companies are always looking for new, enticing and creative ways to advertise to their target audience in a rapidly changing society. Where companies need to be careful not to arouse controversy with their adverts. I will be looking at how a single company, Budweiser, have adapted their marketing in the last 47 years by comparing two of their adverts.
The first advert I will be looking at was published in 1963, it is a single image with a text overlay. The Title reads ‘this calls for Budweiser ’ with the sub text of ‘big appetite… dinner’s almost ready and it sure smells good. Loosen your tie and enjoy your Budweiser’. The image itself portrays two people, a man and a woman in a kitchen scene. The woman is smiling contently, she is stood …show more content…
The Advert from 2010 is used to attract the male gaze. This is a fantasy men have about women making them a erotic object of sexual desire and pleasure. The woman that is featured in the advert is wearing very little clothing which will attracts the male audience to the image as it is showing off her body. Her pose is somewhat suggestive as she is also playing with one of the straps of her dress, this draws attention to her cleavage and leaves the audience imagining what would happen next if she were to remove the strap. This is adding to the overall sexual appeal of the image and fantasy men have around the particular …show more content…
Similarly both adverts are aimed at the male audience, this is because stereotypically men are the beer drinkers and women tend to choose other beverages, such as wine.
We can see that both adverts are trying to sell men the ideology of ‘the good life’ however different this may have been in both time periods. With the Advert from 1963 being more focused on the idea of having a housewife who looks after her husband and their house. Whereas the Modern advert from 2010 steers away from gendering and more towards the idea of ‘sex sells’ which attracts the male gaze, selling men the idea that drinking Budweiser Attracts women.
In conclusion the change of advertising strategy from promoting men as being masculine to the ‘sex sells’ approach has not changed the way we perceive women in Budweiser’s adverts. As the women in the Adverts are still seen as objects with the vintage advert showing us one way women can be objectified and the modern advert showing us another. Therefore times have not changed as the derogatory representation of women is still present in modern day society even though the means of showing this have
The first advert I will be looking at was published in 1963, it is a single image with a text overlay. The Title reads ‘this calls for Budweiser ’ with the sub text of ‘big appetite… dinner’s almost ready and it sure smells good. Loosen your tie and enjoy your Budweiser’. The image itself portrays two people, a man and a woman in a kitchen scene. The woman is smiling contently, she is stood …show more content…
The Advert from 2010 is used to attract the male gaze. This is a fantasy men have about women making them a erotic object of sexual desire and pleasure. The woman that is featured in the advert is wearing very little clothing which will attracts the male audience to the image as it is showing off her body. Her pose is somewhat suggestive as she is also playing with one of the straps of her dress, this draws attention to her cleavage and leaves the audience imagining what would happen next if she were to remove the strap. This is adding to the overall sexual appeal of the image and fantasy men have around the particular …show more content…
Similarly both adverts are aimed at the male audience, this is because stereotypically men are the beer drinkers and women tend to choose other beverages, such as wine.
We can see that both adverts are trying to sell men the ideology of ‘the good life’ however different this may have been in both time periods. With the Advert from 1963 being more focused on the idea of having a housewife who looks after her husband and their house. Whereas the Modern advert from 2010 steers away from gendering and more towards the idea of ‘sex sells’ which attracts the male gaze, selling men the idea that drinking Budweiser Attracts women.
In conclusion the change of advertising strategy from promoting men as being masculine to the ‘sex sells’ approach has not changed the way we perceive women in Budweiser’s adverts. As the women in the Adverts are still seen as objects with the vintage advert showing us one way women can be objectified and the modern advert showing us another. Therefore times have not changed as the derogatory representation of women is still present in modern day society even though the means of showing this have