Guinness adverts sell more than a ‘pint of black’

Guinness adverts sell more than a ‘pint of black’

Have you ever been to the Guinness Factory? I can now successfully say I have after convincing the girls into taking a trip down last weekend. (above- the must do Dublin Guinness Factory picture). It was a great day out and of course, we did not pass up the opportunity to go into the city and treat ourselves to dinner and drinks. BUT, the factory itself was, in fact, really interesting and definitely something I would encourage everyone to do. As part of the tour we went into a room with huge screens showing the Guinness adverts playing on repeat. This sparked an interest with me into the Guinness adverts themselves and I soon realised that, despite there being hundreds of diverse adverts, they all have one thing in common… A storytelling technique, which creates an effective emotional appeal.

Take the ‘surfer’ commercial (I’m sure you will immediately visualise this, but if not I have inserted it below) which tells the story of the surfers waiting with anticipation to catch the perfect wave. The surfer waiting symbolises the slow pour of the Guinness pint and how we should feel when we are waiting on the pint. This advert was released in 1998, and really was the first of its kind to UK TV. I remember watching the advert as a kid, completely unaware of the symbolism it carried. I simply just watched the surf and the galloping white horses, no concept of the legacy this PR technique has left, allowing many to become hooked on a ‘pint of black’.

 

 

Another commercial shown, entitled “Empty Chair” caught my attention. This showed a group of young men playing basketball in wheelchairs. This advert adopted an unusual, unique technique as it deliberately withheld information from the audience. The abstract setting of the advertisement initially led me to question: “what has a game of wheelchair basketball got to do with my choice of drink in the pub on a Friday night?” The hidden gem of information in this advertisement was that all but one of the men were actually able-bodied and capable of walking thus capable of playing a game of basketball without the aid of a wheelchair. This was intelligently revealed only at the end when the game drew to a close. The message to this particular story was about friendship and loyalty with the theme of inclusivity also featuring prominently. This further relayed the brand’s key message that Guinness is a drink to be enjoyed by all, regardless of who you are. No matter how many times I watch this advert, I am still filled with a sense of happiness and content as I can appreciate the message being portrayed.

 

 

A final commercial I want to mention is the ‘Sapeurs’ one (again linked below). What I loved most about this advert was the positive message it portrayed about Africa, something which is rarely shown. With most adverts about Africa being those of charities, focussing on pity and promoting a call to action to donate, it was nice to see this was different. The message, however in this advert was this ability to defy your set circumstances and live beyond boundaries. Another dimension to this advert I observed was the focus on globalisation of the Guinness Brand. When someone mentions Guinness, a lot of people immediately and jokingly make reference to leprechauns and pots of gold. However, this advert shows the famous stout being enjoyed in a very contrast setting than to that typically associated with the brand. Again, this highlights the fact that the Guinness brand is recognised and enjoyed by those of various races from many different countries and cultures.

There is also a subtle reference to the poem “Invictus” by William Ernest Henley. Two lines are quoted from the poem: “I am the master of my fate, I am the Captain of my soul”. The title of this poem translated from Latin to English means “unconquerable” or “undefeated”; portraying the lasting legacy of the famous Guinness brand worldwide.

 

 

These three adverts have no direct link. If you removed the Guinness branding and played these adverts you would have no idea that they are from the same company promoting the same product. But, what they all do is tell a story and engage us in feeling something whether it be anticipation, happiness, inspiration or positivity or even all of these things. What they all do is make us emotional and make us feel something. It is these feelings that they want us to associate with Guinness. They want us to believe that waiting the 120 seconds (fact learnt at the factory) to enjoy the perfect pint is worth the wait. Personally, I am yet to become hooked on the Guinness product itself but I do appreciate their creative advertising.

 

Niamh Webb is a final year BSc in Communication, Advertising & Marketing student at Ulster University. She can be contacted on Twitter @1234niamh, and on LinkedIn: https://www.linkedin.com/in/niamh-webb-2b5260107/

5 things you need to know before starting Study USA

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It’s strange to think that this time two years ago I was deciding between the Study USA experience or the year in work placement. I mean, do you choose to have a year of fun or a year that directly helps you get closer to your dream career? I chose the study USA path – fun or work… It was a no brainer really! To give you more of an idea of what it is truly like I’ve comprised a list of 5 things everyone needs to know before starting Study USA.

1.The workload is continuous

You are warned about the workload before you begin but it was still a shock having piles of homework every night after being in class most of the day. It almost feels like you’re back in school but you will soon realise that everyone there is on the same page and everyone has this homework so you find ways to make it more social. Group studying was really popular and often, after class, we would go to Starbucks or Newark’s and do our homework together, which was a much less serious atmosphere. Frappuccino’s make most things better… Right?

2.Don’t pre-judge your college

Another big one! If your successful in the application process, try your best to be really open-minded about your college. I am guilty of pre-judging. After finding out what college I was going to I immediately decided Study USA was no longer for me. Iwas placed at an all-women’s college in South Carolina – who knew these even existed? However, looking back, I couldn’t be happier and I wish I hadn’t spent so much time stressing about Columbia college. It is all part of the experience and the team at study USA matched me up brilliantly. I quickly realised that my new-found friends were the ones who were going to make this experience for me.

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3.The ‘freshman fifteen’ is real

This is one of the American terms that I picked up and it refers to freshman (what we call first year students) putting on 15lbs after starting college life and it couldn’t be more real. Between the constant streams of beer and the huge portion sizes if you don’t keep up some form of exercise you will be lucky if it’s only 15lbs you put on. Also with Study USA you get a meal plan which entitles you to three meals a day (all paid for), so surely you shouldn’t waste this… Right? Well, that’s the approach I took anyway.

4.Fraternities and sororities really do exist.

Well, obviously fraternities didn’t exist in my college, and they were only introducing sororities the year I left. But most of my friends went to University of South Carolina (USC), which is a massive college right beside mine which had every type of frat and sorority you could possibly imagine. Our friends were in TKE and I was lucky enough to get to a few of their events. One of which was a mountain weekend, this is where all the members of TKE bring a date and the fraternity rents log cabins up in the Georgia mountains for a weekend. With this invitation, there was the obligation to paint your date an ice cooler to store your drinks in for the weekend (Something I was not aware at the time). Photos of my cooler are featured below, most stressful experience of my life, it took two months to complete!

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5.Just go with it

My final and most important point is simply just go with it all. Yes, you will feel uncomfortable to begin with and things might seem a bit odd but I promise it’s all very fun if you just embrace it. I remember my first weekend I was out in the car with the girls heading to my first frat event – a ‘darty’ which is a day party where all drink and food is provided by the frat. The playlist for the car journey involved every rap song under the sun, I had never heard any before in my life, but they knew every word. Shazam (the app which listens to the song and then tells you the name of it) was my answer to this problem, discretely using this on my phone to store the songs being played so I could listen to them in my dorm later. I laugh so much just thinking about doing this, so ridiculous now! But, it’s just how I adjusted. It really was an incredible year and for me it was completely worth every moment. In my eyes, I took the stance that you will be working for the rest of your life so why not take an opportunity to do something different? Below is a short video of my year – see for yourself all the fun and opportunities I had.

Niamh Webb is a final year BSc in Communication, Advertising & Marketing student at Ulster University. She can be contacted on Twitter @1234niamh, and on LinkedIn: https://www.linkedin.com/in/niamh-webb-2b5260107/