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?
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