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Essay / Research Paper Abstract
A 5 page paper which considers what makes beer advertising so appealing to the male audience, specifically considering Budweiser, Heineken, Carlsberg, Foster’s, Miller and Guinness. Bibliography lists 10 sources.
Page Count:
5 pages (~225 words per page)
File: TG15_TGbeer.rtf
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Unformatted sample text from the term paper:
He knows why the campaign succeeded. It communicated the beers superior quality. The creative director for the companys agency also knows why it worked. Men relate to
the outdoorsy, rugged lifestyle portrayed in the campaign. They want to drink the beer because it makes a statement about who they are" (Mitchell 49). Beer and men go
together like America and apple pie. At least that is the public perception, thanks to the conditioning of beer advertisements that often focus upon a strong, macho man happily
hoisting a cold brew. Beer advertising is appealing to the male audience primarily because the success or failure of the product is dependent upon how men respond to advertising
campaigns. One analysis of television beer commercials concluded that advertisements appealed to the male audience because most of them emphasized the socialization aspect of beer-drinking (Harris 49). The
most successful advertising convinced these men that drinking a specific brand of beer not only made them one of the guys, but also was a rite of passage, which taught
them "what it means to be a man" (Harris 49). Beer advertising is designed to appeal to a male target audience that ranges between the ages of 21 and 49
(Sellers and Welsh 79). The ads are not restricted to American-brewed beer, but rather, represent highly competitive multinational conglomerates vying for a very limited, but extremely lucrative market
- the male (preferably American) beer drinker. The long-time "king" of beer advertising has been Budweiser, the self-proclaimed king of beers. Budweisers "Midas touch," when it comes to
appealing to men, is reflected in its impressive sales figures. Its aggressively masculine advertising strategy has set the standard, and serves as the gauge by which all other competitors
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