E- unemployed, unwaged, pensioners, people on state
benefits, seasonal workers
Adverts of the 1950’s
Representation of the 1950’s Campaign was comical and humorous Cartoon animals in the adverts, e.g. Seals, kangaroos, toucans and ostriches designed to draw attention and turned into animated comedy adverts for the television Men are the target audience and the message is that Guinness is so good for you that the animals are out-smarting the men and stealing it! Product placement – foreground/obvious
1950’s Strap Line and Target Audience The logo is the toucan Strapline: “Guinness is good for You.” What does this suggest about the drink? Situated in C2-D class, mainly middle-aged, semi-skilled or unskilled workers such as factory workers, bus drivers, postmen Why?
1950s Television Adverts
Posters comes to life
Use well known straplines
Guinness Campaign of 1970’s:
The first time Guinness involved women in their billboard adverts
Women are shown in a strong feature, holding a feminine glass with the product Guinness
She has a slim line figure, with a tanned body and a white bikini and slim line glass
What does this advert suggest about Guinness now?
This advert shows that the drink is not just for men, it is also for women and younger audiences
Also shows that Guinness can be drunk anywhere and bought from anywhere all over the world
Who is targeted here?
Aimed at a cool, sophisticated audience: middle to upper class B, C2, C1, D, E, women
Women both targeted and used to sell Guinness
How is Guinness being shown now? What does the strapline suggest?
An interesting development in 1976 - Guinness is shown being drunk in the summer time meaning it is also a social extension of leisure time
Long, straight glasses against backdrop of sunny hills
The advert strapline is ‘as long as a summer evening’
How are women portrayed?
Women seen as subservient and intellectually challenged
Men doing traditionally male tasks such as decorating while his wife wears her apron and serves his every need
She collects the Guinness for him
Gender roles and equal rights secure and the advert plays on this
What is new about the Guinness drink in 1971?
Bottled; can now be drunk anywhere
Guinness Campaign of the 1990s
How are women portrayed in the 1990s?
The campaign for Guinness in 1992 used a form of sex to sell the product – objectification of women
The use of two pints of Guinness in front of the woman and the strapline ‘Satisfying’ is suggesting that Guinness is more satisfying than the woman
The television campaign of this year (1994-5) featured a dance which became very popular. Joe McKinney, ‘Anticipation’ used the mambo track and the dance became famous worldwide with a cult following
Opened up student following
Now target student populations as well as those from previous decades:
B – E
Guinness accepted as a drink worth taking action for rather than the cool, enigmatic images of the 1980s
Men are shown pitting themselves against the forces of nature - Froth of waves is like the froth of the Guinness. The drinker tames Guinness, just as the surfer tames the waves (billboard and television)
Women are rarely shown, however their instinctive desire is still represented as sexual
Television adverts were soft sell – the product is not seen until the very end
‘ Phat Planet by Leftfield. Drums used in the soundtrack for ‘White Horses which represents the heartbeat of the men