THE EVOLUTION OF GUINNESS

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THE EVOLUTION OF GUINNESS
Presented by Poonam Dewitt, Amie Stewart and
Amrita Kaur
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1950s Representation

• In the 1950s they mainly used animals.
• They rarely mentioned the use of alcohol.
• Role reversal between humans and animals.
• The toucan represents flight because there is a
  toucan aeroplane.
• In the advertisements they show man and an animal.

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1950s Strap Line and Target audience

• The main strap line is targeted to a male
  audience
• Guinness is always written in a bolder font

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1950s Product Placement, soft/hard sell and
Mise-en-scene

• The product is always placed near the chosen
  animal
• The dominant male/animal always seems to obtain
  the product.
• Hard Sell

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1960s Representation

• Once again the people are not mainly involved
• Representation of people in the pub.
• Green uniform.

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1960s Strapline and target audience

• Same concept as 1950
• Aimed at older, unskilled workers.
• Northern men.

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1960s Product placement, Soft/Hard sell and
Mise-en-scene

• The product is still being put forward by
  animation
• Animal still always has possession
• Hard sell

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1970s representation

• The first time Guinness involved women was in
  1970.
• Portrayed the women as dim.
• Men are looked at as superior once again.

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1970s Strap Line and Target Audience

• The whole aspect of the Guinness campaign start
  to involve other target audiences.
• Black Pot involving sport.
• Mature people drinking Guinness.
• Cool Guinness

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1970s Product placement, soft/hard sell and
Mise-en-scene

• The product is in every single scene.
• Men are scene always drinking Guinness in the
  pub.
• Shown in different environments.
• Promotes different uses.
• Predominantly soft sell.

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1980s Representation

• Guinness draft comes in to the main picture.
• Men are once again represented through the use of
  star persona
• Animals are also used again
• Women are rarely used.

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1980s Strapline and Target audience

• Pure Genius.
• Play on the word Guinness.
• Women sexuality is used to show females as an
  object of desire.
• Demographics not as obvious.

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1980s Product placement, Soft/hard sell and
Mise-en-scene

• Always seen it being drank by someone.
• Soft Sell.
• Drink is seen as an actual element of the scene.

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1990s to 2003 Representation

• Men are shown against the forces of nature.
• Humour is brought into it.
• Women are rarely shown, however theyre
  instinctive desire is still represented as sexual.

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1990s to 2003 Strapline and Target audience

• Younger Audience.
• Good things come to those who Makes you wait
  for the end of the advertisements.
• Creates suspense through advertisements.

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1990s to 2003 Product placement, soft/hard sell
and Mise-en-scene.

• Soft sell because the product is not scene until
  the very end.
• Uses extreme close-ups.
• Phat planet by leftfield. Drums used in the
  soundtrack for White Horses represents the
  heart beat of the men.