Why Do We Carry All Analysis

Miller Lite’s “Carry-All” commercial grabs the viewer’s attention with a relatable setting and some comic relief. Using Fowles’s analysis guidelines from his book Advertising and Popular Culture, it is determined that this television ad is directed towards young adults, probably in their 20’s or early 30’s. The advertisement is set in a typical american bar, with the main focus being on the female bartender and the male ordering a beer. In the background are the male’s friends and other bar-goers. Overall, the main objective of this advertisement is to convince the viewers to purchase the beer, Miller Light, because it is better than its competitors. Katherine Frith’s book, Undressing the Ad: Reading Culture in Advertising, explains how one should read ads. She advises that the surface meaning, the advertiser’s intended meaning, and the cultural or ideological meaning should all be taken into consideration when viewing an advertisement. Looking at the Miller Lite commercial in these lenses, it is clear that the surface meaning is an attractive female bartender, a man wearing a bag, and two male friends. The man wearing a bag is ordering a light beer from the bartender. Moving forward, the advertiser’s …show more content…
According to the documentary, The Persuaders, “People whether they’re joining a cult or a brand do so for exactly the same reasons they need to belong, and they want to make meaning. We need to figure out what the world is all about and we need the company of others. It’s simply that.” Miller Lite’s commercial challenges this directly. The fact that the male was being deemed unmanly because of his bag caught the viewer’s attention; no man wants to be viewed as less of a man. Therefore, when the voiceover tells the viewer to “Man up,” the viewer listens carefully. The consumer wants to fit in and seem manly, which is why they are now more likely to purchase this beer over