Discussion Post #1 response to alcohol ad
The advertisement for a Tequila tasting beer called Tequiza compares the nutritional info to it’s competitor Smirnoff Ice. The ad does not target the individual highlights of the “good for you product”. For example: The ad does not show that the drink is “Made with 100% lime juice.” Instead, it goes straight to the point by making you think “Tequiza, yes! “because the advertisement shows that it is one hundred calories and 23 carbs less than the sugary, and totally bad for you Smirnoff Ice. In a way the ad seems a bit contradicting for the buyer. Just because the buyer is picking (as the ad displays) the more healthy or better choice, he/she is still purchasing a product that is proved to be damaging to the human body. (Assuming that the buyer is human)Because the advertisement appeals to someone who is strict about their die, the advertisement tries to trick them by showing the other option that might put on that unwanted pound. The consumer sees the ad and might be bound to purchase the product if he/she is having issues about their weight or appearance. The appeal to pathos was certainly presented here. Another way to think about it is to believe that the Tequizza just seems more logical (logos) for the consumer to buy because it seems to be better for you.
I think that the money these alcoholic beverage companies are spending at targeting health conscience drinkers is a waste. All of the people I know that count calories and watch what they eat do not drink alcohol at all. Brittany makes a good observation that it is all just a trick into making the one beverage appear to be "healthy" compared to the other. On the other hand, if I did enjoy drinking adult beverages, I may want to drink the one that has the least amount of calories and carbs. If that would be the case, I guess I am glad they pointed that out so I don't have to spend all that time researching which one is "healthiest".
ReplyDeleteI agree with Jay. Health conscience people who are watching their weight are not the ones who generally drink alcohol on a regular enough basis to look for the “healthy option”. In fact, it may attract an unwanted comparison to light beer as people who look at may think “less calories=less alcohol content” and buy it to drink as they would a lighter beer. The whole concept of a “diet alcohol drink” isn’t well thought out because the process in which most alcoholic drinks are made they inherently hold a large amount of calories and they don’t go away because you brew them more or for a longer amount of time. Just say what it is on the bottle, “something to get you drunk”.
ReplyDeleteThat is a good example of a visual argument. Alcohol is a poison, so the advertisement wants to convey the message of the less caloric poison. The marketers know that people are watching calories these days, so they use these methods to persuade consumers to buy there product. When drinking, individuals that are watching calories and looking to make the healthy choice will more likely to choose the less caloric beverage. A corporation's marketing strategy has to connect with all potential customers which would be anyone over 21 years old.
ReplyDeleteI love how they try and sell it by saying it is better for you than if you drank Smirnoff even though neither one is good for you in any kind of way. Again, like everyone else has mentioned, most people who do watch their weight tend to stay away from alcohol since they are looking out for their health and drinking it would have the opposit effect than what they are looking for. Most people who do drink alcohol look for something with good taste or something that will mess them up the fastest. When looking for a good drink, they would come across this ad and see that if the bought the Tequizza with less calories, it would even out the fact that it is still unhealthy for you. It would be like someone drinking a diet soda, instead of regular, so that they dont feel so bad about eating a piece of cake later on that day.
ReplyDeleteThis is another way for marketers to make money by making it seem that if you drink this it is better for you. This is all just another gimmick to get the people who are watching their weight and calorie intake "we have a drink for you", this is healthier for you then this drink. To me it does not matter it is still damaging the liver and none of the alcohol is good for anyone. This would attract the young girl drinkers than the young men drinkers. If you are watching your figure, enjoy our Tequizza with less calories, and you can have more. Right???
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