| This particular ad for Dos Equis beer I chose to analyze because it is quite different from the other ads, but the result of the advertising is the same. Firstly, it is different from other advertisements because the contact is made by a male. He establishes an imaginary relationship with the viewer I believe in order to make him desire to be in his situation. The main male, who looks to be around the age of 60, is surrounded by two younger girls and another, younger male. I believe that the producers of the advertisement want the viewer to think that he is in this situation because of his power, which may have been from wealth. Rose describes desire as, "fantasizing about lost objects" and in this case the viewer may desire to have power like that male so he can be the center of attention with people surrounding him. The ultimate ending to this fantasy is that they are all drinking Dos Equis, which is in this ad I believe is made to look as if it is a higher class beer. |  |
 | The women in the ad are also subjecting themselves to the male gaze. They are dresses in revealing, but classy, dresses and one woman is playfully touching her hair. She is also staring at him and it looks like she is speaking, even though he is not looking at her or seems to be paying her any mind. The other male is also looking at him and is holding his Dos Equis, even though it is resting on the table. It may be that he is going to pick it up to take a sip, but it may also be that he wants to be as powerful and as high of a status as the main male so he wants to be seen holding his classy beer. He is also not being paid any attention by the older gentleman. |
The text at the top of the advertisement is also quite interesting. It states, "On Happy Hour: Happy Hour is the hour after everyone from happy hour has left." This signifies that the powerful male does not need to be at happy hours with everyone else who are buying their drinks for cheaper, he can have all the attention and he doesn't need to pay half the price for drinks. He is wealthy and powerful enough to do what he wants and gets what he wants, while drinking his favorite beer. This advertisement hails to men who want to be on the same level as that man, and drinking that beer may be the start. They can afford it and do not need to have wealth and power to drink it, although it may lead to that.