Over the years advertisements have changed and molded into what the consumers want to see. Many of the commercials and ads have little to do with any details of the product, but rather create an image that persuades the audience to buy that product. In other words, after seeing an ad/commercial we then may associate an image or idea whenever we see that product making it more attractive. Yet consumers often have skepticism towards these advertisements, as they can be hard to believed or far fetched at times. So, it’s important for advertisers to keep this criticism in mind and be able to create better advertisements from this. A great example of this are the commercials done by Dos Equis, a Mexican beer. It portrays an extremely adventurous and mysterious man who’s had great physical achievements, and is “the most interesting man in the world”. He also end these commercials with the slogan “Stay thirsty my friends.” Here are a few of the commercials:
By displaying this masculine and adventurous mentality, it makes the audience interested in the individual rather than the actual drink at first. His great achievements and quiet way of going about himself makes him an intriguing figure. Then to end the commercials, he simply endorses the drink and approves of it. This makes the audience look towards the drink as of high quality and if they drink it they’ll be like this guy, which is completely untrue. A great quote by Raymond Williams in “Advertising: the magic system”, says “Advertising is ‘magic’ because it transforms commodities into glamorous signifiers”. This is displayed through Dos Equis as the drink itself is transformed into an object of prestige and adventure. Williams also says how “Promise, large promise is the soul of advertisement.” These commercials in a way are saying if you drink this beer then you can be just like the guy in the commercials. This is obviously false and relates back to skepticism, as to how these advertisers may take criticism of these commercials and have to figure out how to create better ones. Overall, skepticism plays a large role in how advertisers want to deliver and portray an image of their products through ads and commercials.
Raymond Williams “Advertising: The Magic System,”