Ahhhh. One of the most recognizable advertisements
on television today. The Dos Equis Man. This advertisement works tremendously
because of the slogan that they use. At the end of every commercial, the same
white bearded man states, "I don't always drink beer, but when I do, I
prefer Dos Equis." Dos Equis has done a great job with this advertisement
because this ad and its jingle allows people to recognize the brand every time
they see it in stores. Even my younger brother, who is 15, wants my parents to
purchase Dos Equis because he enjoys listening to the advertisements on
television.
As seen in every Dos Equis advertisement, the man
who appears to be around 55 years old, is constantly surrounded by young woman.
The man always wears a suit and thus, is trying to portray the picture that he
is sophisticated, wealthy, and intellectual. These advertisements also picture
the white male as a smooth talker and as elegant. In this particular
advertisement, the "Dos Equis man" states that some people know more
than you (the viewer). So, the viewer should listen to those people. By stating
this, he is influencing the audience to believe that the viewer should drink
Dos Equis because if they do, they can be surrounded by young females every
single night. Being an older and wiser man, he wants to lure the audience to
think that he knows more than them and that they should listen to him.
It is also interesting to note that this ad is
directly used to gain the attention of men. I only come across these commercials when
I watch football games or any other sporting games.
I think that Dos Equis does a great job in engaging the audience to
listen to their advertisement, while also creating brand recognition. Just like
my brother, I am a sucker for these advertisements and when I turn 21, I would love to
drink a Dos Equis because if the most interesting man in the world does, then I should too.
I find all of Evan’s points to be insightful and true. What Dos Equis has done really well is that they have branded their product to society. By the commercials constantly playing, especially while during primetime, audience members have unknowingly become familiar with it. This makes things easier while shopping for beer, because customers often want to purchase the familiar brand that they know about. I find this funny because customers should really just be looking more for buying the beer that tastes best to them, rather than the one with the commercial they love. This is a really fun example, Evan!
ReplyDeleteYour points are really good. I like that you emphasize the idea that the men who is drinking this beer seems to be intellectual and educated. As people often do not think carefully about the advertisement they engage in peripheral route when making a decision about buying. That means that people rely more on the cues such as attractiveness of the person and his expertise rather than thinking about arguments he is making. In this ad there are enough cues for people to like the drinking guy and believe that Dos Equis is the beer for successful people. This ad also breaks personal restraints that drinking is anti-social; behavior because the main hero does not seems as a guy who is doing something wrong. Very effective commercial, reminded me of the vintage ads of cigarettes we saw in class.
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