The Guinness Campaign Guinness was first established in

1759 by Arthur Guinness in Dublin By 1869 Guinness was exported to

England Guinness brewery became largest

in Ireland By 1920 Guinness was shipping

over 5 million barrels per year

The Guinness Campaign

Focus your attention on:

Representation of people and product The ‘Strapline’ Target Audience Product Placement

You will focus on the poster campaigns and the television campaigns over three decades

Audience Demographics

One way that audiences are categorised is to look at their economic status

This means they are put into groups that are based on the profession/job that they do

This means that one way of looking at audiences is according to how much money they earn – this can also link to the social class they are considered to be in

Homer Simpson or Prince William?

Super teacher or office worker?

How much do they earn?

Audience DemographicsSocial and Economic:

A- higher, managerial, administrative professionals B- intermediate, managerial administrative

professionals C1- supervisory, clerical, junior managers,

administrators and professionals C2- skilled manual workers D- semi-skilled and unskilled workers E- unemployed, unwaged, pensioners, people on

state benefits, seasonal workers

Adverts of the 1950’s

Representation of the 1950’s

Campaign was comical and humorous

Cartoon animals in the adverts, e.g. Seals, kangaroos, toucans and ostriches designed to draw attention and turned into animated comedy adverts for the television

Men are the target audience and the message is that Guinness is so good for you that the animals are out-smarting the men and stealing it!

Product placement – foreground/obvious

1950’s Strap Line and Target Audience

The logo is the toucan

Strapline: “Guinness is good for You.” What does this suggest about the drink? Situated in C2-D class,mainly middle-aged, semi-skilled or unskilled workers such as factory workers, bus drivers, postmen

Why?

1950s Television Adverts

Posters comes to life Humorous Use well known straplines

                                                                          

  

Guinness Guinness Campaign of Campaign of

1970’s: 1970’s: 

•The first time Guinness involved women in their billboard adverts•Women are shown in a strong feature, holding a feminine glass with the product Guinness•She has a slim line figure, with a tanned body and a white bikini and slim line glass

•What does this advert suggest about Guinness now?•This advert shows that the drink is not just for men, it is also for women and younger audiences•Also shows that Guinness can be drunk anywhere and bought from anywhere all over the world

RepresentatiRepresentationon

Who is targeted here? Aimed at a cool, sophisticated audience: middle Aimed at a cool, sophisticated audience: middle

to upper class B, C2, C1, D, E, womento upper class B, C2, C1, D, E, women Women both targeted and used to sell GuinnessWomen both targeted and used to sell Guinness

Target AudienceTarget Audience

How is Guinness being shown now? What does the strapline suggest?

An interesting development in 1976 - Guinness is An interesting development in 1976 - Guinness is shown being drunk in the summer time meaning it is shown being drunk in the summer time meaning it is also a social extension of leisure timealso a social extension of leisure time

Long, straight glasses against backdrop of sunny hillsLong, straight glasses against backdrop of sunny hills The advert strapline is The advert strapline is ‘as long as a summer evening’‘as long as a summer evening’

Television Adverts How are women portrayed? Women seen as subservient and intellectually

challenged Men doing traditionally male tasks such as

decorating while his wife wears her apron and serves his every need

She collects the Guinness for him Gender roles and equal rights secure and the

advert plays on this

What is new about the Guinness drink in 1971? Bottled; can now be drunk anywhere

Guinness Campaign of the 1990s

•How are women portrayed in the 1990s?

•The campaign for Guinness in 1992 used a form of sex to sell the product – objectification of women

•The use of two pints of Guinness in front of the woman and the strapline ‘Satisfying’ is suggesting that Guinness is more satisfying than the woman

•The television campaign of this year (1994-5) featured a dance which became very popular. Joe McKinney, ‘Anticipation’ used the mambo track and the dance became famous worldwide with a cult following

•Opened up student following

Now target student populations as well as those from previous decades:

B – E

Guinness accepted as a drink worth taking action for rather than the cool, enigmatic images of the 1980s

Target Audience

2002

2002

 2000+ Representation 

•Men are shown pitting themselves against the forces of nature - Froth of waves is like the froth of the Guinness. The drinker tames Guinness, just as the surfer tames the waves (billboard and television)

•Women are rarely shown, however their instinctive desire is still represented as sexual

•Television adverts were soft sell – the product is not seen until the very end

•‘Phat Planet by Leftfield. Drums used in the soundtrack for ‘White Horses which represents the heartbeat of the men

•Target Audience: A-E