OUGD501 - Theory into Practice - Brands

Carling

These image taken from the Carling website show that their lifestyle as a brand is being british, it is aimed typically at males who enjoy football and are very patriotic, everything in the adverts point to messages easily decoded by the subject who is targeted. The aim is to present the idea that drinking Carling makes you more a part of Britain, the adverts cannot stress any benefits of the alcohol, that it tastes amazing or that it improves health, rather the subject is placed in an idillic happy Britain. 

"Here at Carling, we believe that British barley makes better tasting beer, which is why we only source locally and make a point of knowing where all our barley comes from. That way we can check the quality of all the barley that goes into making our beer. We couldn't do this if it wasn't for the fantastic farmers that grow barley for us!

"Just click on the bios to find out about the farmers who play a key role in supplying the barley we need to brew a great pint of Carling!"

Stella

The idea that Stella is a simple loved craft style beer is not something I feel happy with, this company is multi national and earns million, craft beer is classed as having a small batch run. As a professional designer with an interest in beer and alcohol as a business in general, I feel a practical response to the way that adverts in the media display themselves in order to win a share of a marketplace would benefit me in 3rd year.

Stella in all their glory are making craft beer less "Hipster culture" and bringing it this "Hipster Culture" to the mass market for their audiences sake. Applying this theory that companies are applying lifestyles to brands in order to sell alcohol that they cannot make claims to, will be an interesting approach and I feel I can communicate Barthes message systems in a practical way. 

Guinness

"Natural goodness. Russia’s take on the ‘GUINNESS® is good for you’ idea of the time."

"This ad contains historical product claims that are not now endorsed by GUINNESS®. In posting these ads it is not our intention to promote benefits of drinking but to show GUINNESS® stout advertising over more than 80 years. We believe that adults who choose to drink should do so responsibly."