A short comment on the power of beer advertising that may start some discussion or at least some self-recognition. First let me say that I am a committed home brewer for several years, all grain and do not buy much beer. That I do buy is craft brewed or mostly imported Lager.
Over this month while watching the Tour de France on the Versus channel I find the beer advertising very compelling. Particularly the several versions of the Michelob “Ultra” commercials- featuring cyclist Lance Armstrong, set to a high-energy rock soundtrack, with young athletic men and woman in fast-paced outdoor sports like cycling or trail running- all enjoying an “Ultra” together at the end of the day. The unconscious messages these ads send are of: youth, health, athleticism, affluence, success and the fair graces of the opposite sex associated with consuming this beer. Nothing at all about the qualities of the beer- except that it is low calorie.
While I consider myself well-educated and try to be self-aware, I find these advertisements seductive and compel me to believe that I should drink that stuff too. But I know better- however for 95% of beer sold in this nation this is what sells it. Still this is very seductive and suggests you too may achieve all these things. Whether the Coors girls or the Budweiser Clydesdale Team they will find a way. How much else in our consumer lives is determined by these marketers?
To authentic beer & ale,