guinness decades information yr9

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  • 1. The Guinness Campaign
    • Guinness was first established in 1759 by Arthur Guinness in Dublin
  • By 1869 Guinness was exported to England
  • Guinness brewery became largest in Ireland
  • By 1920 Guinness was shipping over 5 million barrels per year

2. The Guinness Campaign

  • Focus your attention on:
  • Representation of people and product
  • The Strapline
  • Target Audience
  • Product Placement
  • You will focus on the poster campaigns and the television campaigns over three decades

3. Audience Demographics

  • One way that audiences are categorised is to look at their economic status
  • This means they are put into groups that are based on the profession/job that they do
  • This means that one way of looking at audiences is according to how much money they earn this can also link to the social class they are considered to be in

Homer Simpson or Prince William? Super teacher or office worker? How much do they earn? 4. Audience Demographics Social and Economic:

  • A- higher, managerial, administrative professionals
  • B- intermediate, managerial administrative professionals
  • C1- supervisory, clerical, junior managers,
  • administrators and professionals
  • C2- skilled manual workers
  • D- semi-skilled and unskilled workers
  • E-unemployed, unwaged, pensioners, people on state
  • benefits, seasonal workers

5. Adverts of the 1950s 6. 7. Representation of the 1950s Campaign was comical and humorous Cartoon animals in the adverts, e.g. Seals, kangaroos, toucans and ostriches designed to draw attention and turned into animated comedy adverts for the televisionMen are the target audience and the message is that Guinness is so good for you that the animals are out-smarting the men and stealing it! Product placement foreground/obvious 8. 1950s Strap Line and Target Audience The logo is the toucan Strapline: Guinness is good for You.What does this suggest about the drink? Situated in C2-D class, mainly middle-aged, semi-skilled or unskilled workers such as factory workers, bus drivers, postmen Why? 9. 1950s Television Adverts

  • Posters comes to life
  • Humorous
  • Use well known straplines

10. Guinness Campaign of 1970s: 11.

  • The first time Guinness involved women in their billboard adverts
  • Women are shown in a strong feature, holding a feminine glass with the product Guinness
  • She has a slim line figure, with a tanned body and a white bikini and slim line glass
  • What does this advert suggest about Guinness now?
  • This advert shows that the drink is not just for men, it is also for women and younger audiences
  • Also shows that Guinness can be drunk anywhere and bought from anywhere all over the world

Representation 12.

  • Who is targeted here?
  • Aimed at a cool, sophisticated audience: middle to upper class B, C2, C1, D, E, women
  • Women both targeted and used to sell Guinness

Target Audience 13.

  • How is Guinness being shown now?What does the strapline suggest?
  • An interesting development in 1976 -Guinness is shown being drunk in the summer time meaning it is also a social extension of leisure time
  • Long, straight glasses against backdrop of sunny hills
  • The advert strapline isas long as a summer evening

14. Television Adverts

  • How are women portrayed?
  • Women seen as subservient and intellectually challenged
  • Men doing traditionally male tasks such as decorating while his wife wears her apron and serves his every need
  • She collects the Guinness for him
  • Gender roles and equal rights secure and the advert plays on this
  • What is new about the Guinness drink in 1971?
  • Bottled; can now be drunk anywhere

15. Guinness Campaign of the 1990s 16.

  • How are women portrayed in the 1990s?
  • The campaign for Guinness in 1992 used a form of sex to sell the product objectification of women
  • The use of two pints of Guinness in front of the woman and the strapline Satisfying is suggesting that Guinness is more satisfying than the woman


  • The television campaign of this year (1994-5) featured a dance which became very popular.Joe McKinney, Anticipation used the mambo track and the dance became famous worldwidewith a cult following
  • Opened up student following


  • Now target student populations as well as those from previous decades:
  • B E
  • Guinness accepted as a drink worth taking action for rather than the cool, enigmatic images of the 1980s

Target Audience 19. 2002 20. 2002 21. 2000+Representation

  • Men are shown pitting themselves against the forces of nature - Froth of waves is like the froth of the Guinness. The drinker tames Guinness, just as the surfer tames the waves (billboard and television)
  • Women are rarely shown, however their instinctive desire is still represented as sexual
  • Television adverts were soft sell the product is not seen until the very end
  • Phat Planet by Leftfield.Drums used in the soundtrack for White Horses which represents the heartbeat of the men
  • Target Audience: A-E