Advertising successfully in today's society takes a general understand
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Advertising successfully in today's society takes a general understanding of how to target your audience and convince them to invest im the
product. Any profit seeking business will invest a large sum of money into advertisement, hoping to make more in return. However, in order to
accomplish this, the advertiser, or speaker of the ad must aim for the readers interests in order to grab their attention.
In Sports Illustrated's "College Football Preview Issue," several ads pertain to the purchasing of alcoholic beverages. One of the ads for Dos Equis
grabs the attention of the reader by using a different approach than the common good looking girls having fun with the alcohol product. The ad has
bold print at the top referring to Mexican military victories. The large print is followed by a few more sentences in smaller print and is accompanied
by a picture of the beer and a drawing of three Mexican warriors. The final slogan at the bottom states, "LEGENDARY TASTE. DOS EQUIS." The
sentences in the ad attempt to explain that the people of Mexico have driven out invading superpowers whom they would not tolerate, but Dos
Equis has been in Mexico for a hundred years and has not been thrown out. The paragraph goes on to describe the taste and texture of the beer all
in an attempt to sway the reader into drinking Dos Equis Amber Lager.
In order to determine if the ad is presenting an argument with the right components, the speaker, the audience, and the evidence must all be
considered. First off, the speaker of the ad is the company Dos Equis. In order to understand why the company would place this ad assumptions
must be made. Assume that the company wants to sell their product, that they have a reason for placing the ad in this particular magazine, and
that the company is attempting to convince readers that Dos Equis is the best beer. The advertisers took a different angle than the rest of the ads
in the magazine. Mexico's history was used by the speaker in an attempt to show the reader the appeal of the beer. They are assuming that the
reader will be intrigued by references to history and will find the description of the beer appealing. The company probably thought about different
angles for the ad for awhile before deciding that the one used will be best for the purpose.
The audience is key to whether or not the ad will be a success or will be forgotten with the turn of the page. Dos Equis surely made assumptions
that the readers of the magazine would be interested in a beer ad. A common assumption in America is that many men enjoy a beer or two while
they are watching sporting events. This assumption can be observed from attending a professional baseball game or other events allowing beer
sales. Therefore, a sporting magazine would become a logical choice for a beer ad. Also an assumption that accompanies football is the toughness
of the game. The ad uses toughness by showing three warriors who look like they are ready to attack whatever gets in their way. Also the whole
point of military battles plays on the tough and violent football image. Since the ad refers to history and requires some reading, the advertisers may
have been shooting for an upper class, educated audience. This angle makes since considering the higher cost of Dos Equis based on the beer being
an import. The speaker was probably considering some of these assumptions if not all when he decided to place this ad in the "College Football
The readers of Sports Illustrated obviously have interest in sports. The readers of this issue become the audience to the speaker, Dos Equis. Not all
of the readers fall into the beer drinking category, but those who do will probably stick with the ad a little longer. The time of year would also add
to the possibility that the reader is a football fan, and then the toughness angle would be appropriate. The income and education of the reader are
not easily known, but the readers who are interested by history will be the ideal audience for Dos Equis. The ideal audience may be small in number,
so the real question is how the ad affects the rest of the audience.
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Beer, Brewing, Draught beer
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