What is good?

What is good?GUINNESS

What is good? Since starting this project over the summer it has become apparent to me what is important is deciding on what good means to me.

It is a hugely loaded word, it carries many meanings and connotations, this is added to when trying to prove that something is indeed ‘good’.

I chose from my object, place, activ-ity, opinion and concept to concen-trate on my object,

a pint of Guinness.


Guinness is a popular Irish dry stout that originated in the brewery of Arthur Guinness (1725–1803) at St. James's Gate, Dublin. Guinness is directly de-scended from the porter style that origi-nated in London in the early 18th cen-tury and is one of the most successful beer brands worldwide, brewed in almost 50 countries and available in

over 100.1.8 billion pints are sold annually.


Despite its reputation as a "meal in a glass",

Guinness only contains 198 kcal per imperial pint fewer than skimmed milk or orange juice and most other non-light beers.



Guiness’ new body parts campaign:Stout as smooth as you are.

Stout as different as you are.Stout as strong as you are.Stout as unique as you are.



Guinness breaks the mould, it’s advertising is not generic and does not follow the formulaic stereo-

types that beer companies somtimes find them-selves doing.

Budweiser advertised in the ’90s with frogs and lizards, but Guinness used animals in their adver-

tising decades ago. Benson advertising first cre-ated the iconic Guinness look in the 1930s with posters illustrated by John Gilroy. The ads fea-

tured a variety of animals, especially toucans and penguins, with catchy headlines such as

“Guinness is good for you,” and

“Guinness for Strength.”


Studies claim that Guinness can be benefi-cial to the heart. Researchers found that

Guinness ran an advertising campaign in the 1920s which stemmed from market re-

search - when people told the company that they felt good after their pint, the

slogan was born – "Guinness is Good for You". This type of advertising for alcoholic drinks that implies improved physical per-

formance or enhanced personal qualities is now prohibited in Ireland.[38] Diageo, the

company that now manufactures Guinness, now says: "We never make any medical

claims for our drinks."

"'antioxidant compounds' in the Guinness, similar to those found in certain fruits and vegetables, are responsible for health ben-

efits because they slow down the deposit of harmful cholesterol on the artery walls."


“Guinness is disgusting”

“Guinness is what I would always pick, a pint at the pub is perfect”

“I really like Guinness”

“Guinness tastes so much better when in Ireland”

“Guinness is my favourite”“I don’t trust any drink that colour”


In 2000, Guinness's 1999 advertisement Surfer was named the best television com-mercial of all time in a UK poll conducted

by The Sunday Times and Channel 4. This advertisement is inspired by the famous 1980s Guinness TV and cinema ad, "Big Wave", centred on a surfer riding a wave

while a bikini-clad sun bather takes photo-graphs. The 1980s advertisement not only remained a popular iconic image in its own

right but also entered the Irish cultural memory through inspiring a well known line in Christy Moore's 1985 song "Delirium Tre-mens". Surfer was produced by the adver-tising agency Abbott Mead Vickers BBDO; the advertisement can be downloaded from

their website.Guinness won the 2001 Clio Award as the Advertiser of the Year, citing the work of five separate ad agencies around the

world.

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What is good?