DosEquis - Discar 1 Word Count: 1715 Timothy-Jon Discar...

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Discar Word Count: 1715 Timothy-Jon Discar UWP101: Haynes March 19, 2011 The Most Interesting Man In a society in which billboards and posters are unavoidable, advertisers must devise ways to stand out in the sea of monotony. Wherever one looks one can see a barrage of product placement, whether its on television or that can of Coke™ Shia LaBeouf is holding in the new Transformers™ movie. By grabbing the attended buyer’s attention, businesses have been able to sell their products successfully. But a new breed of advertising has recently developed in the past couple of years. Nowadays, commercials try to reach to the viewer on a more personal level, eliciting emotions and feelings both consciously and subconsciously. A simple product placement or ad isn’t as suffice as it once had been. Thus, the geniuses at Cuauhtémoc Moctezuma Brewery have developed a highly effective technique. Inventing a character to endorse their lager, Dos Equis, the marketing team for Cuauhtémoc Moctezuma Brewery captures the essences of mystery, desire, lust and envy. Triggering such emotions can lead to subconscious persuasion, thus making it more likely for one to by the product, in this case Dos Equis. Through building a fictional character, manipulating emotions and using the proper word choice, imagery, and color, the marketing team for Dos Equis tries to persuade viewers to buy their beer. The commercial itself is one of the most interesting commercials on air today. Typically, a well-spoken individual describing a middle-aged man in a documentary-like manner narrates a Dos Equis commercial. While narrating a list of almost impractical achievements and feats, the middle-aged individual is seen doing an array of other activities. Although the narration and activities do not match, this collaboration lays the 1
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Discar Word Count: 1715 foundation for a richer background. At the end of each Dos Equis commercial, the main character is positioned in between two very attractive females and proclaims his only spoken line in the commercial with, “I don’t always drink beer, but when I do, I prefer Dos Equis.” Who is this character, you ask? He is the Most Interesting Man ™ known by many, but few have dared to question. His attractive looks and masculine voice only compares to many of the James Bond actors of the past. At first glance, one may mistake his appearances and charisma to a Sean Connery type of individual and this is what the people of Dos Equis intended. Without a formal introduction, this man based solely on appearance already intrigues the viewer. By building this fictional character, the advertisers instill the audience with an
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This note was uploaded on 08/23/2011 for the course AAS 181 taught by Professor Osumare during the Spring '09 term at UC Davis.

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DosEquis - Discar 1 Word Count: 1715 Timothy-Jon Discar...

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