Oral presentation: Guinness

1. We believe this advertisement’s purpose is to reinforce the Guinness brand:

The Irish stout producer has stood up high from its competitors as a brewery that is “Made of
More”, which is what the advertisement illustrates: dedication, perseverance, loyalty and
friendship. Something that the general population would not associate with a beer advertisement.
→ The tone in this commercial is of great respect and pride.
→ In this case, the product has become less about the beer and more about the people
drinking it. One can say that the viewer would purchase Guinness beer after watching the advert
because they see themselves in the man in the wheelchair. Therefore, they feel sympathy as they
hope to never be in that situation.
→ The producer did a great job at not just selling the product but challenging all other beer
companies to start creating advertisements with more substance. The backstory and emotional
pull of the ad get the job done of having millions of people watching it despite its lack of logical
appeal.

2. In conclusion, the linguistic and visual elements accentuating good values and principles, the
camera angles shots and the music employed, appeal to the audience emotions and create a sense of
unity.
By doing this, the producer achieves their goal of standing out the Guinness beer among the others
reaching a wider audience.