guinness advertisements

Here are some guinness advertisements I stumble across while researching my paper.

http://www.adbrands.net/uk/guinness_uk.htm

These ads reflect on Guinness creative and adverse advertiseing techniques.

Interbrand Website

Looking at the top global brands in the world, I’m not surprised to recognize most of them. This is due to their effect advertising on a global market. I also noted that the top 10 are all American based companies, something to say for the land of opportunity.

 Coke, being number one does a fantastic job relating to different cultures and selling their product. While in Ireland it was interesting to see that most soda products seen in stores were coke products. Although Pepsi is the number one competitor in the United states, they were absent on the global market. Part of coca colas success story is their ability to appeal to all people. They advertise through sports, charities, youth organizations, theme parks, concerts, ect. As a result they are number one in the world with sales of $1.7 billion annually.

            Next there was Microsoft, a titan in the computer industry. It is through advertising that they are successful globally, however it is also due to their success with contracts that their revenue remains to be as high as it is. Microsoft is the third most successful company in the world because of their ability to create a universal product for the world as well as convincing people to buy it due to its compatibility with windows. Their strategy is to give the people what they need as well as making it as user friendly as possible.

            It was interesting to see Google as number four on the list. Google’s strategy is different then most companies. Instead of advertising themselves, they have created a way to become the front page of the internet by being a search engine. They then provide services such as email, movies, new, weather ect. Basically what most people are looking for quickly is provided instantly by Google on their homepage. Now Google’s advertising strategy is different because instead of advertising their homepage, they sell advertisement spaces on their page. Due to its popularity companies want their logo on the front pages for viewers to see while browsing. Basically they advertise through success in order to sell advertisements, which is quite fascinating to me.

            McDonald’s is also amongst the top ten. They do a great job of appealing to the cultural needs and norms in order to sell their product successfully in all corners of the globe. The McDonald’s image can vary depending on where you go in both their store and advertisements. This shows McDonald’s ability to diversify to fit the cultural norms. Their store can vary in shape and interior design, the menu can vary, toppings on burgers, and their advertising strategies. Reflecting on all of the Hofstede Dimensions by doing so. McDonalds also does a lot for charities, children through the Ronald McDonald fund, and conforming to societies wants such as making a healthier menu. It is because of this that McDonalds is found most anywhere you travel in the world and is the most success restaurant in the world.

While exploreing the interactive graphs I found that some companies or types of companies are sepcific to certain regions of the world. For example, Asia's top companies are only car companies and electronics. This was interesting to me that a region would be specific like this. However other places such as Europe and the United States I found were more diversified in their tope businesses. This made more sense to me because I feel that a business needs room to grow, although competition is helpful somtimes, it is hindering when trying to expand to the size of competeing on a global market.

High/Low Culture

Masculine/feminine-The idea of this ad is that drinking Guinness makes you stronger. Strength is very much a goal to reach when aiming for masculinity, so Guinness is clearly trying to advertise towards the more masculine audience. According to the Hofstede dimension scores, Ireland is predominantly masculine, so this ad would be effective in Ireland because of its concentration on the masculine side of the culture.

Individualism/collectivism- This ad is supporting collectivism. Social networking is bringing people together to form a group. Therefore, Heineken is encouraging people to come together and apparently has been since 1873. Ireland is very much individualistic; therefore this ad doesn’t really conform to their values.

Power distance- Guinness is trying to advertise to even the lower-income consumers. At only €3.30 a pint, anyone can afford it. They’re trying to increase their pool of consumers by showing that anyone can buy Guinness. Ireland has a low power distance score, so this ad is reflective of their view towards social class.

Long-term orientation- This ad encourages people to eat healthier. They are trying to attract people to their company by advertising that famous, fit people also eat their food. Subway is trying to convey the idea that people will be healthier in the long run if they eat their products. Ireland has a lower long-term orientation score, so this ad doesn’t really reflect the culture very well. Since it’s aiming to encourage people to eat healthier for the long term, it wouldn’t be effective if people don’t have that same point of view.

Uncertainty avoidance- This ad for electric cigarettes is an example of weak uncertainty avoidance because the company doesn’t need to explain itself or provide facts to prove that the product works. Consumers trust the company and have enough information about it already to know that, if they use the product, it will work. Ireland’s uncertainty avoidance score is also low, so this ad works well in this culture, since people don’t require a lot of information and fact to trust that a product works.

culture and consumer behavior

Individual/feminine- The Carlsberg commercial portrays feminist characteristics by showing togetherness and having everyone share everything. As the new guy is taking a tour of the house, everyone is getting along with each other and having a good time, which is how women generally behave. Another female point of view is that everyone should share and get along, like in this commercial. Everything is being shared except for the Carlsberg beer. They show individualism by having the beer be the only thing not being shared. The guy giving the tour has his own beer that he can claim for himself. He is an individual in that sense.

Individual/masculine- In the Diet Pepsi commercial, they show individualism simply by having the man have his own ideas about how his life is going to play out. His ideas aren’t based on the social norm. In the same way, the commercial is also masculine because the idea behind it is that conforming to the norm isn’t good. It’s saying that you always have to be better than the norm, which is a huge pressure on males in our society.

Collective/feminine- The Movistar Spain commercial, the people are together, socializing at a restaurant that clearly reflects their culture. This is how the company is gearing the commercial towards the idea of being collective. They also use more feminine activities such as singing and talking in this advertisement to show the feminine side.  

Collective/masculine- In the Tiovita Japan commercial, they show a group of similar looking men playing football or rugby together, showing them as a collective group. They also portray the masculine qualities of playing a hard sport, of being fit, and yelling and acting tough.

Magazine article

For my magazine I chose Cosmo. Known for its sexually explicit articles and advice, the magazine is quite popular for ladies, reading up on the latest fashions, tips and how to’s. While in Ireland I looked at a Irish version on it I found at a convenient store, the first thing I noticed was that the celebrities in it were different, obviously famous people in Ireland and Europe. I am used to seeing celebrities that I recognize however there were few that I did. An obvious difference was also that it was less, shall I say, “raunchy”, than its American counterpart. It was much smaller, and its intended purpose was for travel and fashion. Both use advertisements for fashion, makeup, perfume and the latest looks however the ads differ in their appearance. The American ad’s, again seem to push the envelope further. This surprised me since Europe is known for its freer lifestyle and more acceptable sexually explicit ads seen in public. My original assumption was that it would be the opposite that it was. Finally, both magazine still portray the ‘ideal’ image of women and push them to perfection.

Value Structure map

Heineken advertisement

            The next advertisement I found made me laugh when I first saw it. It was a Heineken ad, using the traditional colors and logos. However this one was a giant billboard that read “Social Networking Since 1873.” I thought this was great how Heineken used the up and coming hype of social networking such as face book. A newly discovered trend that has the world in awe with its power and possibilities. This is Heineken’s clever way of saying, “Hey world, I know you recently love social networking but guess what, we’ve been doing it for a long time now.” And of course theoretically they have since drinking a few beers does in fact bring both friends and strangers together and allows them to be social and network. Heineken has a point, which I never thought of before this ad, social networking has been around before face book made it online and brought consumer awareness to it.  

Mine and Brand personalities

Neuroticism

Anxiety

Angry Hostility

Depression

Self-Conscious

Impulsive

Vulnerability

Extraversion

Warmth

Gregarious

Assertive

Activity

Excitement

Positive

Agreeableness

Trust

Straightforward

Altruism

Compliance

Modesty

Tender-minded

Conscientiousness

Competence

Order

Dutifulness

Achievement

Self Discipline

Deliberation

Openness

Fantasy

Aesthetics

Feelings

Actions

Ideas

Values

Based on the text, personality can be divided into five main categories; Neuroticism, Extroversion, Agreeableness, Conscientiousness, and Openness. All five of these have subcategories that are personality traits used to describe people. Although people can overlap categories, most people fall mainly into a single one. In my case, I mainly fall into the Extraversion category because I am full of energy, look for opportunities for excitement, I’m positive and like to assert myself in most situations. That’s not to say that I don’t display traits from the other four categories however I feel that I mainly display characteristics of extroversion.

                People are not the only things that can be labeled as having ‘personality.’ Brands can share these traits as well, developed by companies through advertisements in order to relate to consumers. A brand personality is developed to display what the product is used for, for whom, from when and who it’s competitors are. This is key for companies to develop since consumers purchase items that will reflect the way in which they view themselves. They buy products that represent the same image as they themselves as striving to uphold.

                While I was in Ireland I found multiple brand reflecting personality, the main one being Guinness. Guinness originally targeted the elderly generation who enjoyed a heavy beverage. Over time it has changed to a more broad audience and is now commonly known as a drink in which people consume slowly in order to savor its flavor and quality rather than to get intoxicated. Its tag line “good things come to those who wait” reflect the manner in which Guinness intends people to drink its beverage; slow, in order to savor its flavor and delight. Guinness also stresses its family like story and its connection to the Irish culture by having its logo being a harp mirroring the Irish coat of arms. Between these images added to gold lettering on its packaging, Guinness has become an affordable and rich yet elegant drink for all to consume.

                In America we also have developed personalities for beers. In a nutshell the main four beers are Budweiser, Bud light, Corona and Heineken. Budweiser represents drinkers who are sensible, grounded, practice and spontaneous.  One finds a lot more adults drinking Budweiser in comparison to Bud light. Bud light is more or a upper class, respectful frat boy drink. Corona is one more step higher in price yet similar to budlight. It represents people who like to party, summer, and is often shown with people sitting on a beach. Finally, Heineken in America is seen as a classy drink because of its import status and high price. People to tend to drink it are big on luxury products. All of these beers stress their flavor and as bud lights new campaign states, its ‘drinkability.’ In America the beers are pushed for consumption and having a good time, where as Guinness is alcoholic yet they don’t drink it for that reason. Therefore due to brand personality, companies are able to take, two similar products and make them completely different, making it easier for a consumer to distinguish between them and make their choice based on the situation or occasion.

Monochronic Me

                               The terms Monochronic and Polychronic are used to describe how different people perceive time and how they manage it. Monochronic being more common in Western areas due to peoples operating with their activities in a structured and scheduled in a linear fashion. Both efficiency and economic progress are stressed. In contrast Polychronic cultures tend to be more fluid and less structured. Typically found in Asia, Africa and Latin America, it is not uncommon for people to multitask as well as allow relationships, alternatives and mood to take precedence over work.

                After taking the quick survey I found that I scored a 50, placing me into the Monochronic category in the B to C range. According to the survey I’m not an extremist however I still display the characteristics of a Monochronic. I am Monochronic because I enjoy being on time to things, sticking to plans, and getting things done.

                I was interesting to me that Western cultures are labels as Monochronic because in recent years, at least people of my age group have been displaying what I consider to be Polychronic. They are easily distracted from tasks, and change plans often and easily due to cell phones. Maybe my generation carries both traits, placing us more in the middle like my score suggests.

                The Irish are similar to Americans in being mainly Monochronic in my opinion. From what I gathered through my experiences, they are not easily distracted and are committed to their work. In contrary they stress less about deadlines and tend to have a more relaxed culture as a result.

Value Paradox

A value paradox refers to the difference between two opposing aspects to values. It is the contradictory notion of how people believe the world ought to be versus how they act. When a person says one thing’s but then does another, it can be described as a gap between words and deeds, sometimes called hypocrisy, but also a value paradox.

                An example of an American value paradox is our car market. In the past few years there has been a growing concern for the reduction of emissions in order to preserve our environment. This is an American paradox because although we are attempting to make more efficient cars that are hybrid, people don’t see these vehicles as their first choice. People who drive hybrids are normally people who are more concerned with saving money with the rising cost of fuel rather than the environment. As a result this creates a paradox of values. Also in America, the car one drives is usually seen as a status symbol, therefore this idea needs to be altered before fuel efficiency will become a solution to our emission problems. Even still in 2012, gas cars such as Hummers, Tahoe’s and F-350’s are produced and get horrible gas mileage in the low teens, if that. The reason these cars are still popular is that due to their size, they are expensive and expensive cars are a status symbol. The notion of ‘because I can’ is very popular in the United States.

                In Ireland a popular value paradox is that they should stimulate their economy and lower unemployment levels. However during my experience there I found that most stores closed as early as 6pm and were closed on two holidays during my short two week stay. This is due to their strong family values and the idea that one should return home after work rather than go shopping. However it seems that a quick fix would seem to be to stay open longer providing more time for customer consumption as well as providing more jobs by adding another shift to the day.