第75章 (第2/3页)
s.
227
PSYCHOLOGY AND LIFE
The Communicator
Individuals in automobile advertisements are usually very attractive, modeling the sort of person
the buyer would want to be. Occasionally, the communicator is someone expected to know a lot
about cars, such as a famous racecar driver or greasy mechanic.
Beer
The Audience
The audience for beer is middle- and working-class males, “good ol’ boys” who like to get together
to go fishing, watch football games, or play pool. Females appear in beer commercials, but often
only as props. Beer is a man’s drink, and women are often targeted with other beverages such as
wine coolers.
The Message
Beer is associated with good times. Young, attractive, healthy people are often seen running around
beaches, attending terrific parties, and engaging in thrill-seeking sports. People who drink beer can
also be portrayed as “down to earth” folk, just like you. These “normal” people are more likely to sit
in the kitchen or the backyard than in a formal setting, and they eat hamburgers and apple pie. The
motivation for drinking beer is to have good friends and to have good times with
（本章未完，请点击下一页继续阅读）