In this commercial advertising bud light, they present a group of guys at a bar. The gentleman within this group shakes the bartender’s hand as a bartender presents an opportunity saying if she gives him a beer is he prepared for whatever happens next. He then replies confirming that he is prepared and ready for whatever for the beer. Him and his friends are brought to a destination which appears to be across the street from the bar where they need to insert a giant coin into a slot much like inserting a coin for a game. The doors open and a crowd of people is cheering the guy on as he is being placed into a real-life Pac-Man scenario where he is Pac-Man. He then runs around the Pac-Man stadium and when’s the game. His prize then is a free Bud Light beer. The thing that is being advertised is of course the Bud Light beer in the audience that it is most likely directing towards our male consumers. When we think about the bar scene a stereo typical thing that we think about our rugged men drinking beer or straight liquor. In the scene that was presented the men were not rugged per se but they were mid 20s early 30s gentleman and I sport like bar willing to do literally anything for beer. I can’t imagine that this advertisement would attract the same crowd if the product was a daiquiri or a fancy margarita (stereo typical feminine drinks) so while the stereotype of a group of guys in the bar wanting beer is relevant what is noticeably non-stereotypical is the bartender. The bartender was a leading woman in this advertisement promoting the beer and the Pac-Man game within the advertisement. this creates an authoritative position for the woman whereas a stereotypical setting would have a male authoritative role. It could be debatable that the bartender is promoting the beer over a contestant in the game; but in the eyes of the viewers of the commercial, with the main focus being the male playing the game and wanting the beer, this creates the idea that all other males want this beer and will do whatever for this beer.
Shared by: Ashley Evans
Image Credit: https://www.youtube.com/watch?v=kwDUqFBeOrI