By: Suzanna Overbury, Karla Avila, Jennifer Lozada

DOS EQUIS ADVERTISEMENT PROJECT

Dos Equis beer, created by German brewer Wilhelm Haase in 1897, has been recently brought to glory

through the creative advertising campaign known as “the most interesting man in the world.”

The peerless Goldsmith, who was once a struggling actor, has now helped Dos Equis climb to the top of the beer charts and land a spot in the sixth most popular

imported beer in the country!

Goldsmith, now in his mid seventies, has earned himself a net worth of 8 million dollars. The beer brand choose an older representative to show worldly and prestigious

accomplishments. The marketing campaign was targeted to achieve the impression of extraordinary people rather

than just the average beer drinkers.

Much like his character, Jonathan has lived life on the edge including living on a sailboat for years off the California coast, saving a girl from drowning, and

rescuing a man caught in a snow storm off of Mt. Whitney.

BACK ROUND INFORMATION“HIS NAME IS JONATHAN

GOLDSMITH”

The Purpose: To entertain

Tone: Amusing; playful; witty

Argument: If you drink this beer, you can do the impossible. This is because the ad is indicating that if you drink Dos Equis, you can line dance in a

circle too.

Emotional Appeal: Transfer ( It is transfer because the actor is dressed

in an urbane fashion, suit, white colored shirt, etc.)

Fallacy: Non Sequitur. This fallacy is Non Sequitur because the statement “He Can Line Dance in a Circle” is

unrelated to the beer and it does not follow.

Implication: If you drink this beer, you can do things that are not

possible.

ADVERTISEMENT #1

ADVERTISEMENT #2

The Purpose: Persuade, The ad is saying that if you thought European beer was good, you haven't tried Dos Equis.Tone: Sarcastic, arrogant. This is because the author of the ad is saying Mexican beer is better than European beer.Argument: Dos Equis imported beer from Mexico is better than European beer, just like the advertisement states, “you thought the Europeans knew all there was to know about beer.” The beer has water droplets falling off the glass and the background gives a feeling of respite and relaxation from the daily stressors of life.Emotional Appeal: Transfer and patriotism because the scenery is transferring to the viewer as well as a sense of patriotism because the ad is putting down European beer to support the imported Dos Equis beer from Mexico.Fallacy: NoneImplication: Mexican beer is better than European Beer because it is imported from Mexico and has a better flavor.

ADVERTISEMENT #3

Purpose: To persuade: The advertisement is saying that mixed drinks hold up the bartender and that the reader should have an affinity for Dos Equis beer instead.Tone: Witty; persuasiveArgument: If you drink Dos Equis, you will attract good looking women, become interesting, and people will hang off your every word.Emotional Appeal: Transfer: It is transferring well dressed individuals that are having a good time. Also, the women are very interested in the man, whereas he seems unaffected.Fallacy: noneImplication: Drink Dos Equis beer because not only do mixed drinks take to long to make but you will automatically be the center of attention.

ADVERTISEMENT #4

Purpose: Persuade and entertainTone: Derisive, superior, comicArgument: It will allow you to dominate women like you do wild animals while allowing you to familiarize with different cultures.Emotional Appeal: Name Calling, because it is putting down women and comparing them to feral animals.Fallacy: False analogy by comparing women to animals.Implications: If you drink Dos Equis, it will make you smooth with women.

VIDEO CLIP

http://www.youtube.com/watch?v=iYehqcJGWOw&feature=youtu.be

ANALYSIS

Purpose: Persuade and entertainTone: witty, humorous, playfulArgument: The ad is saying that drinking Dos Equis will make you peerless and unlike any other person. The most interesting man in the world is constantly doing something that is defying what the average person can do.Emotional Appeal: Transfer because it is suggesting that Dos Equis can make you do impossible things. Fallacy: non sequitur because what the most interesting man in the world is doing during the video does not really follow logical thinking or the actuality of the events.Implication: If you drink Dos Equis you can become more adventerous and unique.

CONCLUSION

The Marketing campaign using Jonathan Goldsmith as The Most Interesting Man in the World, helped Dos Equis to become one of the nations most popular imported beers. The advertisements used are witty and entertaining and allow the illusion that anyone who drinks Dos Equis can become just as interesting, adventurous, and good looking as Jonathan Goldsmith, The Most Interesting Man in the World.