They may have the most interesting man, but do they have the most interesting commercial?

  The Cuauhtémoc brewery was established in Monterrey Mexico in 1890 by a handful of Mexicans who knew how to brew a good beer.  It showed in 1893 when their beer Carta Blanca brand won first place in the Chicago and Paris World Fair.  Since then they have brewed several different kinds of beer, one of their most famous brands in the states is Dos Equis.  The lager was first brewed in 1897 by the German Wilhelm Hasse to commemorate the coming of the new century; the brand was named “Silgo XX” or “20^th century”.  The bottle has ever since been marked with their signature “XX”.  The lager boasts 2 great qualities, having either a 4.45 or 4.7 percent alcohol, and an amazing advertising program.  

Here is one of their most popular commercials:

http://www.youtube.com/watch?v=9J8oJ0oEN70

This commercial shows the most interesting man in the world doing many different things. It tries to show him as the most interesting all around. He is portrayed as a great man. Everyone clearly loves him in all different settings. In the first setting, the most interesting man is outside. There are women and animals all around intrigued by him. The women can’t take their eyes off him. They appear to be interested in what he is saying, and sexually attracted to him. This scene appears in a sepia color. The next scene appears in black and white. The most interesting man is still the center of attention and it shows him as a courageous man. The third scene is in normal color. He is again the center of attention. He appears to be at someone else's wedding and everyone is lifting him up in a chair. He is the life of the party, he is the most interesting man. Everyone is laughing and happy to be around him. The fourth scene shows him at home cooking when a mountain lion jumps onto the counter. He simply tells the lion to get down like you would tell any house cat. The lion listens to his command. Then the final scene with the advertisement for Dos Equis, the most interesting man has the drink in front of him. There are also two women next to him who can not resist him. Like the first scene, they can’t take their eyes off of him and also appear to be sexually attracted.  The final line in the commercial is him saying he prefers Dos Equis. 

Many companies use celebrities in their advertisements to appeal to their consumer audience, however, Dos Equis uses a different approach. Instead of casting a popular well known icon, this company uses Jonathan Goldsmith as the main subject of their commercials. Goldsmith’s acting career was centered on his appearance in Westerns throughout the late 70s and early 80s. This being said, his most famous role was in the 1976 movie The Shootist in which he was a villain shot by the iconic hero John Wayne. He never reached a high level of celebrity stardom and is not famous by name. He is famous, however, under the title “The most interesting man in the world”. This character is portrayed as a scruffy, strong, “manly” person.  He has a very deep and raspy voice that makes him fit even more into the stereotypes of the ultimate “man”. This commercial tries to appeal to men by using the image of “The most interesting man in the world” to make men want to drink Dos Equis to be like him. 

• What are your thoughts on a company essentially creating a celebrity connected to their brand name, for example “The most interesting man in the world” or “Flo” from the Progressive commercials?
• Is this more or less effective than using a celebrity from pop-culture?
• Are the stereotypes used in this commercial affective in creating the ultimate “man”? or do they fail to convey this?

        

          Centraal Beheer is an insurance company sited in Apeldoorn, Netherlands. It is the largest insurance company in the country and part of Achmea. Centraal Beheer is famous for its impressive architecture of their buildings and their campaign of TV commercials that has lasted for over fifteen years now. These are short humoristic commercials, generally without dialogue, in which something goes terribly wrong, followed by a  catchphrase; international versions being "Just Call Us."


One of the most controversial commercials by this company that we chose to analyze is now banned:


http://www.youtube.com/watch?v=Oa8U1j7_Ytw&feature=fvst


           It is one of their most famous commercials which involved the Garden of Eden with Eve walking around exploring. She encounters different birds, wild flowers, and exotic scenes that may have been in the garden. This gives the viewer a serene and peaceful feeling that makes them unexpected for the turn of events. Then she discovers a waterfall in a hidden away sanctuary. Just then, Adam, who is told to be her companion in the Bible appears from the bushes. At this point, the viewers make assumptions of the actual Bible story assuming the two are soul mates. Adam and Eve stare at each other with yearn as they are both naked, but covered with a single leaf. Just as they are about to possibly kiss, Adam says in a high pitched voice, "Hi! I'm Adam." This makes the viewer assume that he is gay and Eve immediately loses her attraction towards him. The message that Centraal Beheer is sending is that they will be there for the customer even when things don't go as planned.


           This commercial clearly has nothing to do with the insurance company. One does not find out what the commercial is selling until the last 3 seconds of the commercial. This goes against the blue print for most commercials aired today. It also brought up a lot of controversy. Eve was clearly so in love with Adam until he opened his mouth and suddenly his high pitched voice is a turn off. In the commercial there is nothing that actually proves he is gay. However, the message the company is sending implies that Adam is gay because their message was that they will be there for the customer when things don't go as planned. This sends a false message that women only like men with deep voices and that people like Adam are not "true men."


           Do you think it's fair that Centraal Beheer incorporated sexuality in this commercial? They easily could have done a scenario where something else goes wrong. How do you think the gay community would react to this commercial? Along with women's rights and fights against racism, do you think prejudice against gays is an undermined debate? 

Bood Light? No Speak English?

Budweiser beer was introduced in 1876 by Adolphus Busch and is manufactured by the company  Anheuser-Busch. Budweiser has come to be known as one of the highest-selling, most popular beers, not only in the United States, but all over the world as well. Since its foundation in the 1800's, Budweiser has come out with many variations of its beer including Bud Light, Bud Light Lime, and the most recent one, Bud Light Platinum. A Budweiser is a 5.0% abv lager, whereas a Bud Light is only 4.2%. Along with their production of beer, Budweiser is also quite known for their commercials used to advertise their products. The company occasionally takes a comedic approach to their commercials, as seen in the following two starring Carlos Mencia. These Bud Light commercials were aired in the Super Bowl of 2007.

http://www.youtube.com/watch?v=670X2MCWzK0

http://www.youtube.com/watch?v=vxA-77FLLP8


These two commercials definitely use comedy as their main approach to try and reach the audience of responsible drinkers. Along with being funny, they exhibit something else which is quite interesting. They use different ethnic accents and cultural backgrounds to showcase the humor. In the first video, Carlos Mencia is teaching a class of immigrants from other nations the proper way to ask for a Bud Light in different regions of the United States, since the U.S. has subcultures present in multiple areas. He teaches them the most important rule which is to act like you don't know English if someone asks the men for a Bud Light. In the second commercial, Carlos is hanging out with his immigrant friends at a bar or night club. He wants them to mingle, and gets them to go by telling them all Americans love men with an accent. As shown, the men don't fare very well with the woman as many of the things they say are stereotypical of their backgrounds. The approach is meant to be funny, and some people may become offended by the ethnic associations, but that was the point of the commercials in the first place. They were meant to be funny with cultural influences.

It can be seen through this commercial that many companies are using cultural influences in order to appeal to a large group of people. The comic relief also involved in this commercial makes it enjoyable to watch by many different audiences. This commercial helps the community to realize that Bud Light brings along a fun time and can be enjoyed by many different cultures and backgrounds. It is a beer for everyone, even for those who have a hard time speaking English. However, it can also be noted by some people that instead of humor, this commercial has cultural stereotypes or racial undertones in it. This topic can easily be left open for discussion. It seems that the choice is up to you.

What can I help you with?

Apple Inc., formerly known as Apple Computer Inc. was established April 1, 1976 by Steve Jobs, Steve Wozniak, and Ronald Wayne. The company produced several motherboards and marketed their first computer project in the early 1980’s, the Macintosh. They had several flops throughout the years and gained back their profits and shares with Windows with the introduction of the, first the iMac and a few years later the iPod. Now the corporation is a multi-billion dollar corporation with products well known including the iPod, iPad, iPhone and MacBook. The software shown in our commercial is a rather new addition to the iPhone, the program named Suri.

http://www.youtube.com/watch?v=8uS6d7fsPnM

Although Suri is well known throughout the United States and the world now and continuing to be improved, the commercial being analyzed is one of the commercials first introductions of Suri. She is asked several questions throughout the commercial by many people, including different ethnicities and ages. Apple is obviously advertising her for adults, but they also show that she is easy enough for children to use. The girl in the video asks Suri what a weasel looks like because she is curious. Each person has a unique question pertaining to the situation they are in. Not only is she shown to be resourceful and useful, she can be talked to like a knowledgeable friend. We all even refer to her as a “she” even though we know that she is an animated voice within a program. Although not shown in the commercial, she is able to tell jokes and can be like a friend within your iPhone.

Apple makes their products very simple. The complexity of the software in iPods or iPhones are made to be user-friendly, such as Suri. In reality Suri does not respond as quickly as she does in the scene where the women asks where a local locksmith is, but the commercial glorifies the software, showing it to be very useful and efficient. She is able to answer a question such as what is the weather like or she is able to help you locate help in emergency situations. She is also able to manage your schedule like a personal secretary. These are only the beginnings of what this program is capable of, however.

Apple is always able to grab the attention of their audience with their flashy, bold ads. Not only are they able to use creative ways to market their products with the dancing silhouettes holding iPods or their Mac vs. Microsoft commercials, they show how their products work. The simplicity of the commercial, compared to most Apple commercials, is an effective way to advertise the new iPhone. They focus on this one program, but there were several new features to the iPhone.  Suri is a marketable, impressive program. She gives a clear edge and reason to buy the iPhone over any other smartphone. Just curious here but now that Steve Jobs, the father of Apple products, is gone, do you think Apple  will be able to come up with new, creative ideas to market their new products? What about new products in general?

This do-all program is a superior selling point that is a very original idea, designed by Apple. She is very flexible with all that she can help someone with. But is it really as helpful as the commercial shows? Does someone really need her to do all of the things she is able to do or is she for convenience? Anyone with an iPhone find themselves frequently using Suri to help them maintain their hectic schedule or to help find things?

Back to the Basics- Where Do You Stand?

http://www.youtube.com/watch?v=y8x-NByi3qY&feature=relmfu

1800 Tequila is owned by the Beckmann Family who also owns the Jose Cuervo brand. 1800 Tequila is a brand of Tequila and it is made by 100% blue agave. 1800 Tequila is a special type of tequila brand that honors the traditions and the spirit of tequila, so it was named after 1800, the year tequila was first sold. In 2004, 1800 Tequila first created three labels which were Anejo, Reposado, and Silver. Then in 2005, Ultimate margarita was released which was the only ready to serve margarita. In 2008, 1800 Tequila launched Select Silver which was one of the rare 100 proof tequilas. 1800 Tequila is also known for beautiful designs and amazing bottles which are made by various artists. 1800 Tequila has developed a great reputation and receives a lot of love from consumers. The quality and enriched flavor make 1800 Tequila outstanding and one of the greatest brands, despite being relatively new.

1800 tequila tends to use a more simplistic approach with their advertising techniques. The above commercial is very similar to most of their other commercials. The commercials tend to last a short 18-30 seconds and probably have a very minimal budget, but they get the same message across in a fraction of the time and at a fraction of the cost as compared to commercials produced by many other alcoholic beverage companies. They get the idea across to the viewer that their product is better than the competitor’s product.
Commercials in today’s society tend to be driven by huge budgets and an attempt to make the consumer believe that their life will drastically improve with the use of the company’s product. Companies continue to get further away from the true purpose of advertising, getting the company name out there. Although most popular commercials are funny and draw the attention of the viewer, many viewers are never even aware of what is being advertised. This short commercial by 1800 tequila calls out this problem in their commercial, thus, making the viewer aware of the issue.

Throughout the commercial, 1800 Tequila displays their product in plain sight, while the narrator talks about the product the entire time without any flashy stunts in the commercial. Isn’t this the true purpose of advertising? Or does advertising in today’s culture need to have all of the flashy extras to draw people’s attention? Ultimately, all people have their  own opinion based on their own personal tastes as to which type of commercial is more effective.

As discussed in the previous week’s blog, most people related to more of a comedic commercial, however, there were still some people who believed the political and straightforward commercial was a better marketing technique. Now, the question is whether you believe the simplistic type of advertising used by 1800 tequila makes more sense economically and marketing wise or if the flashy, expensive commercial is a more effective approach.

Are You Team Eastwood or Team Broderick?

The Chrysler Corporation has been around since 1925 and has always been proudly headquartered in America. Walter Chrysler launched his first car in 1924, the 6- cylinder automobile which was well engineered and affordable for the everyday, working American. Later Chrysler introduced the Plymouth and DeSoto brands at the low and medium price ranges respectfully. Chrysler made radar antennas and missiles for the American army during World War II.

 This is the commercial Chrysler aired during Super Bowl XLVI:

http://www.youtube.com/watch?v=_PE5V4Uzobc

Chrysler chose Clint Eastwood to star in the commercial as a symbol of American patriotism. Eastwood was born in 1930, served in the U.S Army in the 1950’s and afterwards starred in over 60 movies. He became most popular as an American western tough- guy. Clint Eastwood has been very involved in politics becoming mayor of his home town, endorsing candidates and acting as spokesperson for Take Pride in America. Clint Eastwood has been idolized by many as a true American man and actor.

The commercial, titled “Half- Time in America”, coveys hope about the economy using images of average working Americans and families. It relays the message that we have made it through a rough half so we can get motivated for the second half. Clint Eastwood acts like the coach for America giving inspiration during halftime. We thought it was interesting that the commercial didn’t really advertise any car or brand in particular. It wasn’t directly stated until the very end that the commercial was for Chrysler brands. The commercial also references the “second half fight” of the auto industries after the major bail out in 2008.

Contrast the Chrysler commercial with a commercial made by Honda.  Honda is a Japanese corporation with headquarters in Canada and California and a major rival of Chrysler. It also produces cars that appeal the different economic classes. Honda made airplane propellers for the Japanese military during World War II and became a major manufacturer of motorcycles in the 1960’s.

Honda chose Matthew Broderick as the star or their commercial. Broderick was born in 1962 and started his career on Broadway. He soon became famous for his comedy roles with movies aimed at younger audiences. Many of his roles, such as his character in Ferris Bueller’s Day Off, portray a charming, clever slacker who outwits the older generation. He even appealed to children with his role as Simba in The Lion King.

This is the commercial Honda aired during Super Bowl XLVI:

http://www.youtube.com/watch?v=VhkDdayA4iA&feature=player_embedded

Both companies chose to air these commercials during the super bowl, one of the greatest American events on TV. This event has the highest cost for commercials which was $3.5 million for 30 seconds in 2012. Chrysler spent about approximately $12.5 million on its commercial. Honda spent approximately $7 million. Chrysler took a more patriotic, serious route while Honda took a more funny and entertaining route.

·         Which commercial appeals to you more: patriotism or comedy?

·         What do you think about auto companies spending millions of dollars on commercials after they had to be bailed out of debt?

Just for fun, here is the snl parody of “Halftime in America”:

http://www.youtube.com/watch?v=AJaHIHctfOk

Smirnoff Vodka, Which suits you more?

Smirnoff Vodka was founded in Moscow in the 1860s by Pyotr Arsenievich Smirnov, who was the son of two illiterate Russian peasants.  Over many decades of business, including fleeing from Russia during The October Revolution in 1917, rebuilding the factory, and even the business changing headquarters from Russia to England, Smirnoff has remained one of the world’s leading distilled spirit brands. 

http://www.youtube.com/watch?v=kIgaNxbR6zQ

In the commercial for Smirnoff vodka, there is an apparent high-class theme projected throughout the entire commercial.  In the thirty second ad, there are two distinct scenes advertising two different types of vodka that Smirnoff offers.

The first scene advertises the Marshmallow Fluff vodka.  The colors throughout this scene are shades of blue and white, giving off a calm and relaxed vibe.  The color white also infers the idea of innocence and purity, in both the vodka and the people drinking it.  Even the dogs in this scene are fluffy white poodles!  There is a theme of femininity with the use of the martini glasses and a theme of inclusiveness with the use of the circular Chinese lanterns.  Amber, the star of the commercial, is seen in this scene interacting with others in a friendly, amicable way.  Even though there is the idea that the party is for upper-class people, it seems more all-inclusive of others who just want to have a good time.  Her outfit is more similar to the other guests at the party in the ad, as well as the shoes she is wearing.  The Marshmallow side of the ad is also noticeably less sexual than its counterpart.  

The second scene in the commercial is advertising the Whipped Cream flavored vodka.  It is very clear that in this scene Amber is the star of the show, the center of everyone’s attention.  She has people waiting on her hand and foot; her outfit is also flashy and decadent.  There is an illusion that this vodka is intended to be consumed by the elite of our society.  Evidence of this theory includes nearly every item in the scene being gold, including bits of gold confetti falling from the ceiling.  The color gold represents the ideas of fertility, sexuality, and victory.  Indirectly, Smirnoff is sending the message that this type vodka will make anyone feel like they are the center of attention.  Even the dogs in this scene are vicious, the dogs even bark at Amber, as if demanding that they be included in the drinking festivities.  There are also sexual references in this part of the ad.  It is seen when Amber is putting whipped cream into another female’s mouth. 

                Overall, there is the theme that Smirnoff vodka is intended for a higher class of person.  This vodka, as well as its marketing, is not geared towards lower class people.  Both flavors of vodka can even be broken down into being directed towards specific personalities.  The Marshmallow Fluff is perfect for the “goody two shoes” type of individual who is looking to have a good time with friends when drinking alcohol.  This type of person does not generally overdue their alcohol consumption.  This is a drastic contrast to the Whipped Cream flavored vodka, which is intended for the person who is adventurous and sexual, a person who will do anything to have a good time.  All in all, Smirnoff is advertising that they have vodka to suit anyone and everyone.

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What's the Purpose of the Blog Project?

English 110 hones analytical habits of mind that are meant to be naturalized and used outside of the classroom. Therefore, the Blog Project requires the analytic skills you use throughout the ARP and Commonplace, and gives you the chance to practice applying it to the public writing you already interact with in your everyday life. As you become accustomed to making this analytical move on your own, you will develop into a more aware, critically thinking citizen of the world.