In the media world, different companies model their strategic advertising strategy to certain age groups and specific demographics. Beyond that, they appeal to certain audiences a message that encourages them to perhaps consider a different place. Nothing that we see in any commercial is on accident; everything is meticulously planned out so that the thirty or sixty seconds of allotted time can be utilized with complete efficiency and effectiveness. The intention of this thesis is to explore in a specific example, what it is that develops one's response to the notion of place and the overall message of a beverage companies' commercials. The targeted example to be used is the Corona Light Brewing Company. They commercials that Corona depicts have different effects on viewers, depending on the specific demographic.
Corona Beer is a product of major brewing conglomerate Grupo Modelo, located in Mexico. They pride themselves on having beer that will be attractive to young adults, more so than an older, more experienced or “seasoned” crowd. There are three particular groups that Grupo Modelo through their advertisements tend to attract: (1.) teenagers aged 16-20, (2.) young adults age 21-27, and (3.) the age group 28 to early 30s (typically newly weds). The particular reason why each group is targeted separately is fundamental to understanding why Corona is successful. Although the legal drinking age is 21 in the United States, Corona is fully aware that a large crowd that is underage drinks their beer. Lawsuits have also been made against alcohol companies as well due to this fact. In a recent lawsuit regarding the deaths of Casey and Kiley Goodwin due to drunk driving, it was revealed that the chief executive of Corona Extra is aware that underaged persons drink their alcohol. However in other pro-alcohol cases, it was concluded that there is no conclusive evidence which portrays Corona advertisements as appealing to a less-than-21 crowd. This has allowed Corona to continue to attract younger viewers to buy into their product. Corona is known for depicting their beer in commercials as the product that will help one achieve full relaxation. This is clearly very appealing to high school-aged teenagers.
Corona effectively also appeals mainly to a young adult (of legal drinkers) crowd primarily aged 21 to 27. Persons in this age group are typically more care-free than the older generation, but they are still at this point pursuing their careers more at this stage in their life. Corona appeals to their desire of ultimate relaxation with their style of commercials.
Finally Corona aims to attract their oldest primary group, being newly weds. Not to say that only persons at this age group who are married are targeted to enjoy Corona, but the message is different. The message Corona is sending is directed to newly weds who are considering honeymoons. This is evident by the format of Corona's most notorious commercial. Most newly weds look at tropical places as their main destination, and Corona uses this general knowledge in their marketing scheme depicting a couple on lounge chairs drinking Corona on the shores of a tropical place.
Corona utilizes advertising strategies in both print form (typically in magazines and on billboards) and through television media. Their model is universally similar depicting a couple on lounge chairs, drinking Corona Extra on a beach with the sun gently caressing their bodies, while listening to waves crash against the white sand. By doing this they effectively appeal to all three primary components of persuasion rhetoric being pathos, ethos, and logos.
Pathos is most clearly defined as simply the emotion that is felt in reaction to viewing the advertisement. In this case of Corona Beer commercial, there are several plausible emotions that one could feel depending on the viewer. If the viewer is a responsible parent, the likely reaction if the parent does not fit into one of the targeted age groups is negative. The parent will most likely resent Corona for depicting such an enjoyable scene due to the concern of the commercial's effect on a child. Especially if the parent has a son or daughter who is a teenager (target age group number one), the feeling will most likely be even more intense because the parent realizes how influenced teenagers are, with viewing alcoholic beverage commercials. This is because unanimously, alcohol companies make their commercials as attractive as they can to get consumers to buy into the feeling that they feel only their particular beverage will emit. If the viewer is a young adult or someone in one of the targeted groups, the feeling of pathos is positive and if the commercial is successful, they have the feeling of wanting to go out and purchase the beverage themselves. This is because Corona's message is such that makes the viewer feel as though the only way that they can imitate the feelings and sentiments expressed by the couple on the beach is by purchasing their product. Essentially, they will not just be buying beer, but the feeling expressed by the couple on the beach. Corona is not just selling a substance but an emotion as well. This translates then, into the next component of the commercial.
Ethos is the component which deals also with the audience's emotion. Corona effectively portrays their commercials without verbal communication or an orator dictating a message. The simplicity of thirty seconds of watching a couple relax on a beach works in Corona's favor. In most of their commercials though, they include a small caption that encourages even more the sentiments the commercial expresses. One common obstacle for advertisers is to effectively relate to the audience so that they have a clear reason to buy into their product. For Corona, the advertising of the setting itself and the assumption that most viewers are not able to relax on a beach at the time that they are watching the commercial is what they use to appeal to viewers. If they were to include more text and perhaps even an orator in the commercials, they would risk distracting viewers from the intended simplicity of the scene, and hence they realize doing that is not necessary to their message.
The last of the components to successfully persuade an audience through rhetoric is the element of logos. Most simply, logos is defined as the rational logic as to why the consumer should purchase the product. It is understood that the goal of Corona is not to deceive consumers into thinking that if they buy Corona Extra, that somehow they will have a spouse or partner and immediately be able to relax with that person on the beach. Instead the logical aspect that the commercials seek to institute is not just a great tasting beverage, but a great experience as well. Part of this aspect is due to how Corona purposefully does not include negative aspects that may come with drinking their beer.
This translates into the other component of the element of logos. Corona knows that over-drunkenness and irresponsibility with drinking alcohol are possible results of purchasing their beer. However, they do not include that in their commercials because it would influence viewers into thinking that Corona is not the logical choice. They know the consequences of alcohol but realize as well that if they market their product without the possibility of drunkenness and drunk-driving as a concern the viewer should be worried about, viewers will buy Corona Extra anyway.
The goal of Corona is to make viewers think that by drinking their alcohol, they will have a great and relaxing time at whatever event they are drinking Corona at. They realize that there are other forms of liquor which consumers can drink, but they want viewers to think that the best beverage that will ensure a great and relaxing time is Corona. This is their way of persuading consumers against purchasing another beer which may be promoted by being perhaps the sophisticated choice, or another sentiment.
Grupo Modelo has been successful through Corona as a brewing company due to its effectiveness with using these three primary components of persuasive rhetoric in their advertising being pathos, ethos, and logos. They have thoughtfully planned out each aspect of their commercials, and that is why they as a company have profited significantly. Through the use of these components, they will continue to influence positive sentiments to their viewers, so that people will continue to be entranced by their selling of not just a great tasting beer, but a great experience as well.
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