De Both 1Mitchell De BothProf. DiSarroENG10314 November 2010 King Kong, the King of the Jungle Beer “A 1996 survey of children ages nine to eleven found that children weremore familiar with Budweiser’s television frogs than with Kellogg’s Tony the Tiger,the Mighty Morphin’ Power Rangers, or Smokey the Bear” (Leiber, par. 4).Alcohol is one of the most advertised products worldwide. The advertisementscan be seen at least once while flipping through the television, through amagazine, and in movies. As most Americans know, while watching the SuperBowl, alcohol ads flood the sports new stations. But why do they choose theadvertise at the Super Bowl? Maybe advertisers choose the Super Bowlbecause of the mass amounts of people watching, or maybe the generalpopulation watching the football game is primarily men? Advertisers in generalare emotionally connecting to their audiences, using colors to support theirclaims, and creating illusions that promote their service or product. But why doesthis matter? Why should we care? We need to understand what advertisers aredoing to persuade us into spending our money. We fall for the illusionistic claimswe perceive as truth because the television says so. We must understand themessages aren’t always truth and what the advertising companies fool us intobelieving.
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 strategicplacing. When taking a glance at the picture, King Kong is holding a beautifulwoman in a majestic setting (what I find humorous is that the creator decided notto put the planes shooting hundreds of bullets at the massive gorilla). The gorillais a sign of power and strength, the primitive man. The text tidbit, "Nothing beatssitting on top of the world with the love of your life and a cold beer… AAAhhh, itsgood to be the king," supports the visual and clearly states what the beercompanies want the viewer to think. Drink this beer and be strong, the king,have the love of a lifetime. The setting in the background further aids in creatingthe illusion the advertisers want the intended audience to fall for. Or maybe thered can and blimp stick out most. Red brings text and images to the foreground.The color red is also a color of passion, sexuality, power, and courage (QSXSoftware, par. 3). The use of colors in advertising has psychological effects onthe audience to help pull out certain emotions. Pulling out the emotionsmentioned previously seems perfect for the type of advertisement. King Kong isa gigantic, strong, feared fictional character, portrayed in this advertisement as a“man”. Not the man in today’s day and age, busy with a desk job and whatnot.He is the primitive man who is strong, ruthless, and in Budweiser’s depiction,drinks beer. The advertisement has that message saying drink our beer, andbecome more like King Kong. Sure it sounds silly, but that’s the message beingimplied.
De Both 3 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 useBudweiser 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 King
De Both 4Kong, 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.