The Budweiser commercial from the 1960's features Joan Kemp. Kemp was a very prolific model, actress, and director during the 60's era. By having Kemp as the main element of the commercial, Budweiser is able to appeal to the ethical values of the audience. At the time, onlookers believed that drinking Budweiser was trendy due to the idea that Joan Kemp drank their beer. In the video, she is singing a jazzy tune about the special taste of the beer. Since she was an icon during the time, the audience believed that Budweiser was something shared amongst the stars. In addition, Kemp appears to be in a light mood. The images of a beautiful, happy and well-known woman in a Budweiser commercial sends a message to the audience that the beer can put them in high spirits and make them feel as though they have something in common with celebrities. Therefore, the credibility of Budweiser is evident to the audience due to the company's use of Joan Kemp in the advertisement.
Sources: https://www.youtube.com/watch?v=uAPGIKOaRmk
I feel that the use of the super model might detract from the credibility of the commercial because the commercial is appealing to the common American. I feel that if the commercial depicted regular people instead of a super model, it would show the common American that they too can be luxurious like the common people in the commercial. I also think that if the commercial used common people then the audience would be able to relate to the commercial more clearly then with the super model since most men did not have a super model as a wife.
ReplyDeleteIt's interesting that the 60's used celebrities in order to get many to buy beer. In my experience I don't think I have seen very many beer commercials with famous people, but instead very attractive people. It would be interesting to see if there are any commercials now that really use famous and known people instead of just average pretty people.
ReplyDeleteIt would also be interesting to note the timeline of the types of people used in commercials before and now.
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