Are You Trying to Sell Me Beer?

There are a lot of clever people in advertising. They work diligently on behalf of clients trying to convince the public to buy this or that product.What advertising does is connect a product that may otherwise be indistinguishable from its counterparts, to YOU and what YOU desire. It is done with cloths cars  and of course beer. 

Their effort on behalf of the Brewing industry can be especially stylish and witty. The Beer Commercial is a mainstay on TV and radio. Beer advertising is ubiquitous at sporting events, concerts and it seems at any large outdoor event.

Are they trying to sell me beer? That is a resounding no. People drink beer because it has alcohol in it. Addicts  sadly need no convincing. People will drink beer because it feels good. Specifically that spot between some and too many. Some claim taste is a factor. I find most beer fairly generic, the taste scale flows bitter to neutral to sweet. For me beer is beer. So why then do I "prefer" one over the other. I am being sold a lifestyle not a beer.

The message depends on target audience. But its seems males are sold too most often. Young men are pitched two primary themes, the adventure message. Outdoor activity and drinking beer. The party message contains liberal amounts of good times, music, women, friends and beer. Not surprisingly women figure prominently in commercials targeted at young males (or men of any age).The ads are conspicuous for the attractiveness of the actors. But also for the level of inebriation, the scenes never show overindulgence. Everyone in a commercial is a responsible drinker.

The goal is to attach experience by the linking of imperfect memory to brand. It is unimportant whether it is your authentic experience, only that  there exists a positive association between you and the drink; or you and any product.

So when looking at beer ads or any ad for that matter remember, it's just a beer or a couch or a car. It is not imbued with the power to make your life better, in any meaningful way. Live as brand free a life as you can eyes wide open.