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How do different alcohol brands use framing to target their desired…

- - - - Shows (female) fans in all sorts of settings, moods
      - It tells the story of football fans
      - Associate beer strongly with football
      - Using women to joke on the stereotype that only men like football and beer
    - - The music builds emotion around the topic (football)
      - The content is very relatable to football fans
    - - Reframing is credible due to relatability as discussed in the pathos
  - - - Context and topic is football/world cup
      - Dark colours
      - Social setting, sometimes also individual people or couples
      - Diverse setting
        
        Set in bars, homes, on the street, in a stadium…
    - - Daily scenes involves audience emotionally
      - Relatability through “normal” fans cheering, for example
    - - Through showing different scenes, an audience member might relate to a particular one
  - - - Actors show genuinely enjoying the beer
      - They frame beer as something for women
        
        As it’s actresses, it’s believable
    - - Makes target audience feel more included
      - Makes women relate to the situation of the other women
      - Diverse set of actors creates feelings of inclusivity
    - - Mostly actresses in the foreground
        
        Men have a secondary role
      - Young people
      - Focus on looking diverse, not looking beautiful
      - Represent middle class
- - - - The commonness of the ferry underlines that whiskey can be consumed anywhere
      - Whiskey standard is still maintained (the bottle is in an ice container)
      - Imitation of high-class whiskey ads with a final twist
        
        e.g. https://www.youtube.com/watch?v=e4393i2-OWk&ab_channel=TheLuxuryChannel
    - - "Jack Daniel's can rid you of anything unpleasant and make an exotic pardise from an industrial port."
    - - Vivid atmosphere
      - Warm colours
  - - - Whiskey is framed as a drink for everybody, on every occasion (everyone determines their own ethos of whiskey)
    - - "You make it count" = the customer decides what to do with Jack Daniel's
        You can and should enjoy the little things
      - Subtle marketing: brand can be found only in the beginning and in the end (storyline is compact and undisturbed)
    - - Summer, relaxed music gives rise to the feeling of ease
      - Visual punchline (the yacht turns out to be just a ferry)
  - - - Young people, both men and women, represent the different character of whiskey
      - Bohemian clothing further evokes the sense of nonchalance
    - - Focus on maximum diversity in the minimalist cast
    - - The feeling of novelty
        
        Tradition: a) affluent, middle-aged, bearded man
        
        This ad: laid-back, middle-class youth
      - Contrast: relaxed "protagonists" x stressed workaholics
- - - - Making whiskey accessible to young people
      - Making wine more attractive to men (using a sex symbol to advertise)
      - Stating that beer is also suitable for women
  - - - All three brands attempt to challenge certain deeply rooted customs and rituals associated with their respective alcohols
      - The analysis of advertisements helps to respond wilfully and intelligently to marketing and understand its context
      - Advertisements can serve as an indication of a company's promotional target group or efforts to expand into a new market
    - - Demonstrating how reframing specific products can reintegrate a consumer group previously alienated by a consolidated stereotype.
      - Understanding the role of the usage of Logos, Pathos and Ethos in this reframing endeavour through its usage in video ads
      - How clever storytelling and scene design can make audiences empathise with a specific product
- - - - c) Top-quality formal outfits, such as suits, dresses and robes
      - a) Wine cellar resembling a museum exposition instead of mere storage facility
      - b) Mansion with overly expensive furniture
    - - a) Wine as a piece of art, not a simple beverage; reinforces tradition
      - b) Fancy, elegant people drink wine, reflection of success.
      - c) Wine drinkers have style and good taste, they are more attractive
    - - Although the overall lifestyle won't come with wine, audience desires part of it. The status that comes with the drink is attractive.
  - - - b) Does not belong to a specific gender or ethnicity
      - c) Wine-drinkers are attractive people
      - a) Wine is a drink that also is consumed by male adults
    - - b) Extras are well distributed between genders and ethnicities.
      - a) Main character is a young male adult, represented by renowned Chilean actor Pedro Pascal
      - c) Actors casted are in accordance to established notions of attractiveness
    - - To combat the notion of wine being a women's drink, the advertisement makes the male audience feel welcomed. Whilst also reinforces the idea that drinking wine is aesthetically attractive, it emphasises diversity.
  - - - b) Formal drink worthy of being described formally
      - c) Classier sound backs the elegant aspect of the drink
      - a) Wine manages to be more respectful than the most lavish of objects, therefore being more valuable and desirable than those items
    - - b) Written with formal English and elaborate terms
      - c) Slower speaking pace and melodic pronunciation, aligned with elegant yet suspenseful music.
      - a) Tells the tale of a successful thief that steals lavish items, yet respects wine for its importance and mysticism (clever devil pun with the brand's name)
    - - Audience gets sold the narrative of wine being a highly respectable drink, making its consumer of equal value and renown. Attractiveness is also reinforced by the elegant speaking and soundtrack, both of which allude to elegance and refinement