De Both 1 Mitchell De Both Prof. DiSarro ENG103 14 November 2010 King Kong, the King of the Jungle Beer “A 1996 survey of children ages nine to eleven found that children were more familiar with Budweiser’s television frogs than with Kellogg’s Tony the Tiger, theMighty Morphin’ Power Rangers, or Smokey the Bear” (Leiber, par. 4). Alcohol isone of the most advertised products worldwide. The advertisements can be seenat least once while flipping through the television, through a magazine, and inmovies. As most Americans know, while watching the Super Bowl, alcohol adsflood the sports new stations. But why do they choose the advertise at the SuperBowl? Maybe advertisers choose the Super Bowl because of the mass amountsof people watching, or maybe the general population watching the football gameis primarily men? Advertisers in general are emotionally connecting to theiraudiences, using colors to support their claims, and creating illusions thatpromote their service or product. But why does this matter? Why should wecare? We need to understand what advertisers are doing to persuade us intospending our money. We fall for the illusionistic claims we perceive as truthbecause the television says so. We must understand the messages aren’talways truth and what the advertising companies fool us into believing.
De Both 2 As we take a look at the supplied Budweiser advertisement, what do youreyes make their first connection with, maybe the text, the blimp, or the giantgorilla known as King Kong?Whatever it may be, it has a message and strategic placing. When taking aglance at the picture, King Kong is holding a beautiful woman in a majesticsetting (what I find humorous is that the creator decided not to put the planesshooting hundreds of bullets at the massive gorilla). The gorilla is a sign ofpower and strength, the primitive man. The text tidbit, "Nothing beats sitting ontop of the world with the love of your life and a cold beer… AAAhhh, its good to
De Both 3be the king," supports the visual and clearly states what the beer companieswant the viewer to think. Drink this beer and be strong, the king, have the love ofa lifetime. The setting in the background further aids in creating the illusion theadvertisers want the intended audience to fall for. Or maybe the red can andblimp stick out most. Red brings text and images to the foreground. The colorred is also a color of passion, sexuality, power, and courage (QSX Software, par.3). The use of colors in advertising has psychological effects on the audience tohelp pull out certain emotions. Pulling out the emotions mentioned previouslyseems perfect for the type of advertisement. King Kong is a gigantic, strong,feared fictional character, portrayed in this advertisement as a “man”. Not theman in today’s day and age, busy with a desk job and whatnot. He is theprimitive man who is strong, ruthless, and in Budweiser’s depiction, drinks beer.The advertisement has that message saying drink our beer, and become morelike King Kong. Sure it sounds silly, but that’s the message being implied. When analyzing this image in context of the rhetorical triangle, King Kongis looking pretty weak. The text can be viewed as a weak logos appeal becausethe statement is claiming to be true, but there is no logical sense to it. No wayam I persuaded to believe that if I drink Budweiser beer I’ll become successful,strong, and happy in life. It might not seem quite logical, but the idea has beenput out there. Budweiser is using its famous name to help it’s credibility. Beingable to locate the name of the “King of Beer” three times throughout theadvertisement pushes it’s credibility forward. It’s almost as if Budweiser is sayingto you, “Hey, trust me. We’re Budweiser, would we lie?” Not only do they use
De Both 4Budweiser three times but it’s also written in blue which symbolizestrustworthiness and honesty. Maybe the emotional appeal, or pathos, captivatessome viewers. The beautiful sunset, the city skyline, the woman, they all canconvince the audience to say, "Hey that looks like a good time". The movie “KingKong” came out in the year 2005. During that time I was a freshman in highschool and it was extremely popular amongst my friends. Now when I find anadvertisement like this, it makes me wonder. Is there a connection betweenusing the movie “King Kong” and it’s audience who finds it most appealing toBudweiser Beer? And the movie “King Kong” is generally more appealing toyoung adults and teenagers. Again, why does this matter? Advertisers are usingsubjects popular to young adults and teenagers to sell their product. They aretargeting an age group that is most susceptible to alcohol use. There was a considerable amount of thought put behind this Budweiseradvertisement. Such as the use of colors, why use the giant ape known as KingKong, the brute holding onto a beautiful woman. All these concepts are used byadvertisers to sell a product, and to a specific age group. By use of the rhetoricaltriangle, advertisers can fully express their messages in the most intelligent,emotional, and credible ways. Next time an advertisement passes by, take alook. Look for a deeper meaning, look at all the details. There’s more to theadvertisement than what is seen in a first glance.
De Both 5 Works CitedDiffen. Blue Color Vs Red Color. N.p., 23 August 2006. Web. 11 November 2010.Leiber, L. Commercial and Character Slogan Recall by Children Aged Nine to 11 Years. Berkeley, CA: Center on Alcohol Advertising, 1996.QSX Software. Color Wheel Pro. QSX Software, n.d. Web. 22 Oct. 2010.Soren. Inspirational Quotes. N.p., 19 June 2007. Web. 22 Oct. 2010.