This advertisement for Miller Lite uses Halloween imagery and a vampire-themed bottle to appeal to consumers emotionally. The ad depicts a bottle with a vampire cape driving away from the city as the sun rises, with the quote "Sink your fangs into great taste" intended to leave a lasting impression. While portraying only the positive aspects of drinking, the ad aims to get viewers to associate Miller Lite with the Halloween experience in order to increase sales without discussing any negatives of alcohol consumption.

1. Miller Lite
Advertisement
Justin J. Budniewski

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Bottle is the biggest item
Duel color scheme (Light & Dark)
Vampire cape on the bottle
At first glance the cape looks like a superman cape
Plenty of contrast
Quote is the last thing someone notices
Halloween concept
Visual Components

4. • “Sink your fangs into great taste” relates to the consumer
• This quote also gives a sexual aspect to the ad
• The setting the ad is in shows that Miller Lite is the beer
for Halloween
• The bottle has condensation on it because of the sun
coming up, also is being driven away from the city due to
the sun
Visual Analysis

5. • The whole point of the ad is to get the consumer to buy
Miller Lite
• This isn’t done with the typical beer ad that shows that if
you have this beer certain things will happen to you
• This is done by just having the ad design speak for itself
and leave a lasting image on you as the consumer
• The mode of appeal that is present in the ad is completely
emotionally
Further Visual Analysis

6. • The ad doesn’t show all the things that go along with
alcohol
• The only side that is being portrayed within the ad is the
positives that going along with alcohol
• This is only one side because alcohol bring negatives
along with the positives
• Miller Lite is giving the quote based solely on their word
• The ad gives a relatively harmless feel to alcohol but it is
just like the others trying to sell the experience in addition
to the product
Analysis