Beer

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This advertisement is trying to communicate how happy, easy and fun life will be if you choose to drink Budweiser.

A young, attractive, well groomed, married woman stands in the centre of the image holding a tall glass of perfectly poured beer that is being served to her by an unseen man out of frame we assume this to be her husband as she wears a wedding ring. She wears a 3 leaf clover in her hair and wears a shirt also patterned with the same clover. She stands against a red background with text above her head that reads ‘Budweiser Where There’s Life…There’s Bud’.

Beer Denotes             A refreshing alcoholic beverage made from yeast-fermented malt flavoured with hops

Beer Connotes           Fun, relaxation, parties, enjoyment, refreshment, social activities, cool personalities

Shamrock Denotes    A three leaf clover known as a “Shamrock is a young sprig of clover, used as a symbol of Ireland. Saint Patrick, Ireland’s patron saint, is said to have used it as a metaphor for the Christian Trinity”.

Definition from          http://en.wikipedia.org/wiki/Shamrock

Shamrock Connotes  For someone who didn’t know what this symbol meant before I looked it up, I initially thought, well it’s not a four leaf clover so there’s something a little wild, a little left of centre, a little naughty being associated with this advertisement. Because we can’t see the male either but we know it’s a man from the cuff of his sleeve, it could be her lover or someone she’s met while out and about having a cheeky time maybe even taking a break from her husband and her domestic life? Whatever it is, it engages our imagination and makes us think who is this girl and what is she up too?

Red Denotes              As Brian’s week 7 slide says, “a primary colour, next to orange on the colour spectrum”.

Red Connotes            Passion, fire, sexuality, love, danger, adventure, lust, danger, energy, war, desire, willpower, rage, anger, leadership and courage

Social Codes               Marriage, gender, sexuality, class, age, nationality, ethnicity

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