Ics 171 Quiz 1 Key - Cuervo’s Real Message

English 101

September 20, 2004

Cuervo’s Real Message

According to recent data from the National Epidemiologic Survey on Alcohol and Related Conditions (NESARC), there are 17.6 million Americans dependant on some form of alcohol. Whether it may be beer, wine or spirits, there is a huge market in America for liquor producers and distributors. In order to successfully grab a potential customer’s attention to a particular brand of product, aggressive marketing techniques are required to capture the consumer’s attention, motivate them to choose the product and consume it faithfully. Advertisers use many different techniques to lure the customer to their product. They use sex appeal, attraction and colors regularly to make bold statements that stand out from a page or billboard and demand to be heard. A recent print ad from a men’s magazine advertising Jose Cuervo tequila uses these advertising elements to promote their product.

The youth and beauty of the couple in the ad projects a sense of sex appeal to both men and women of the audience. The first thing that may stand out to most people in this ad is the young woman with frizzled hair and the young man with whom she is touching. The style and dress of the models portray what society deems as sexually attractive and desirable. The advertiser wants to quickly draw attention to the ad before the reader has a chance to turn the page. Without even realizing it, the reader will want to know more about what is happening in the picture. The sex appeal of the models in the ad is the first thing that grabs the readers eye and makes them want to understand more about what is happening on that page.

After the reader has been drawn to the ad by the attractive models, the advertiser then works at convincing the reader that the product will increase their sexual attraction (magnetism)?? Towards the opposite sex. The ad displays the man sitting rather calmly while the woman is drawn to him for an unknown reason. She is touching his head while electricity appears to rush through her body. Her expression is euphoric as she holds onto his head. The man gazes directly at the audience with confidence and a slight smile. He is in control. He knows what he is doing. He is drinking Jose Cuervo tequila. The man attracts women to him much like a magnet; simply by touching him he brings pleasure to the opposite sex. The advertiser wants the reader to believe that the confidence and magnetism that the man in the ad possesses might be gained by simply buying and using their