In a particular Corona commercial that I had analyzed goes like this, it starts with the signature beach, that’s completely isolated, with calm crystal clear water, and sand that is so clean you can eat off of it. Next it starts to zoom out and the Corona beer comes into the picture between a young woman bathing in the sun and a man skipping rocks along the water, while the man is skipping the rocks his phone begins to ring. He is about to go for another rock but grabs his phone and then there is a slight pause, he then skips the phone along the water like the rocks.
The woman then brushes her hair back with her hand and continues to just relax and be attractive. Then the commercial ends with its signature slogan, “ Relax Responsibly”, on the bottom. What the ordinary person doesn’t know is that all of these components are used to hook the customer and it works almost every time. Through Jib Fowles, “Advertising’s Fifteen Basic Appeals”, we learn of the aspects that attract the average consumer to buy products, which are the Fifteen basic appeals.
Fowles suggests that advertisers incorporate desires and needs of the consumers into the advertisements; these desires and needs that captivate the viewer or the consumer are part of Fowles Fifteen basic appeals (73-74). The most obvious appeals in the Corona commercial that I analyzed are the needs for autonomy, to escape, and for aesthetic sensations; there is also a small hint of the need for sex. Starting with the more apparent ones we will look at autonomy first. According to Fowles the need for autonomy is projected by “the need to endorse the self.
The focus here is upon the independence and integrity of the individual”(82). What Fowles is getting at here is that the consumers like the idea of independence and keeping themselves up on there own two feet. This is connected with the Corona commercial by the actions of the man. The man is on the beach he gets a phone call an average person would pick up the phone. But in fact this man goes against social standards and rebelling against what should be done. He’s deviating from the world and standing alone by doing what he wants to do.
What he wants to do is drop all responsibility and not conform to societies beliefs of all work and no play. Next we look at the need for escape. We can all imagine that place of escape and the Corona commercial exemplifies this paradise that is isolated and away from other people. It’s just you, the beautiful beach, and your Corona beer. What more could you ask for when your away from the world? From the commercial there is a sense of escape from responsibility when the man tosses the phone away. You also see the man’s need to escape by the fact that he’s on the beach by himself with just his lady.
The final dominant appeal is the need for aesthetic sensations. Watching the commercial with the image of paradise, a beautiful woman, and a cold Corona there’s a feeling of perfection. It gives the viewer this extreme satisfaction that through a Corona this is all possible. This picture perfect view captures the consumers and leaves an imprint of perfection in their minds. Humans like things that are nice to view. If it’s nice to view they want to encounter it more and have it. Finally in this commercial there is a slight hint of the need for sex. The woman on the side is a symbol of sex in the commercial.
Her very slight movement and presence gives a feeling and need for sex because a man and a woman isolated alone on a flawless beach gives that sexual sense. Even though sex is not so evident it is still signaled. So why all these appeals and mind games in order to sell a beer? Well the average consumer thinks when they buy a product they are buying just the tangible product that they picked up in the store. But the truth is they’re being sold something much more. Along with that pair of shoes you’re buying the advertisement’s life. What I mean by the advertisement’s life is the qualities and desires portrayed in the advertisement.
In fact, when you buy a Corona you’re also buying a lifestyle in paradise. Advertisers tap into our deepest desires in order to take us away from practicality and to make their sell. Along with that Corona beer we’re being sold independence, escape, imprinted image of paradise in our minds, and a little bit of sex. Chuck Blore, a partner in the advertising firm Chuck Blore & Don Ruchman, Inc. had said “Advertising is the art of arresting the human intelligence just long enough to get money from it. ” Advertisements have the ability to make you stop thinking with your brain but more with your desires.
With this ability to put our desires on a poster or television screen we are led to believe that with that product we can achieve our dreams and desires. It’s more than just a beer that Corona advertisements are selling. They are selling a lifestyle where there are no responsibilities except to relax. Corona makes us believe that with just a six- pack of cold Corona we are transported in to a lifestyle where you have a private beach, a babe right next to you, no hint of the modern world, and no worries. This is exactly what advertisers want their consumers to think.
If an advertiser is able to tap into the desires of consumers through advertisements, they have pretty much caught the consumer in a never-ending cycle. Like in Corona’s case, every time I see a Corona I think of that perfect beach and a captivating woman next to me. Corona was successful in tapping into my desires and now I feel that with a Corona I can be in paradise. Advertisers are very tapped into our desires and can influence what we buy and what we like. Like with the Corona commercial, if we buy Corona we can live a life free from social binds and have a perfect life.
This desire, the perfect life, can be simply achieved by buying that six- pack of Corona beer. Corona isn’t just selling their beer but a dream that is highly unlikely with the idea “Relax Responsibly”. Works Cited “Corona Beer - Dumping Your Cellphone - 2009 Commercial. ” Youtube. 28 Sept. 2009. Web. 14 Feb. 2010. Fowles, Jib. “Advertising’s Fifteen Basic Appeals. ” Common Culture. 6th ed. Ed. Michael Petracca and Madeleine Sorapure. Upper Saddle River, NJ: Pearson Education, Inc. , 2009. 71-88. Print. Shah, Anup. “Media and Advertising. ” Global Issues. 26 Jan. 2008. Web. 20