Group Source - Jim Beam - The Ultimate Girlfriend commercial
This commercial has been a pretty popular one since it's release in 2008. It can mostly be seen on channels that appeal to men such as Spike and ESPN. Spike's website is where we found the video of it. The rhetoric of love in pop culture is evident here, as they are making the argument that as this girl is the ultimate girlfriend, Jim Beam is the ultimate bourbon. The "girlfriend" displayed here is one that every guy would dream of - she's exotic, she's sexy, and she doesn't nag her boyfriend for things that most girlfriends would do so for.
As we can see in the comments under the video on Spike's website, syren33 says, "What nationality is she?" The comment reminds us that many men find exotic, foreign girls appealing. The girl's accent, dark hair, and dark skin tell us she is of a nationality other than American, and her misunderstanding of American relationship norms may be the reason for all of her man's freedoms, (fat, hairy back, going to the striptease, going out with the boys, etc.) The comment from T1987 is quite interesting. He/she states: "That's just it... She doesn't care. That makes her the worst girlfriend and best long-term slut you'll have." This quote implies that "the" girlfriend should care about those things if she cared about you, indicating a possible flaw in the commercial. Even if men agree with this statement, the advertising technique still works. It may imply a gender stereotype, that all men want is a sexy girl who lets him do whatever he wants, and that men only want the one-nighter kind of relationship that doesn't involve the complications of commitment.
The interesting thing about the ad is that 95% of it is spent on the "girlfriend" and only a small portion of it focuses on the product; they put most of their efforts on attention grabbing, and only a small amount of time on brand exposure. Most emphasis is on the girlfriend, and not the actual product, the bourbon. The only thing we see about the bourbon is the brand name and a picture of it. No explanation is given as to why it's "the" bourbon, it's just supposed to be understood since they just depicted a correct image of "the" girlfriend. We definitely think that this advertisement is effective in attracting consumers' attention, however the issue that concerns us is that the viewer doesn't have any idea what the product being advertised is until the last 5 seconds of the commercial. As we watch the ad, we tend to get somewhat annoyed halfway through because we don't know what is being advertised. The question that we ask after watching this is "Is there enough brand exposure for this to be an effective advertisement?"
Things to keep in mind about this commercial is most of the things we've talked about above. Is this the idea of "the" girlfriend? Or do you agree with T1987's comment that it is more like "the worst girlfriend and best long-term slut you'll have"? Also an important aspect is her image as a whole - she has dark hair, dark skin, an exotic accent, and is wearing a lacy revealing top. Why are these attributes so appealing to men? Or are they? We think the darkness appeals to men because they remind men of the dark, maybe even sexy side in women. It also reminds them that the girl is foreign, and may be easy to get with because of her lack of knowledge of the American relationship. Men and women may both be offended by this ad. Women are clearly objectified by the implication that they are only used physically and not for genuine love and commitment. Also, this ad suggests that women shouldn't get jealous and shouldn't want flowers from her man. If she does do these things, she's not the perfect girlfriend. Men may be offended that Jim Beam assumes that all men only want the physical aspects of a one-night-stand kind of girl, as well as a girl who is apathetic to anything that might be wrong with him. Foreign women might also be offended, for the foreign woman in the ad is depicted is ignorant.
Jim Beam makes the argument that if this is "the girlfriend" that you would want, then this is "the bourbon" that you also want. The brand works to show that Jim Beam knows what men want, not only in their lover, but in their bourbon. Jim Beam makes the direct relationship to their bourbon; this is "the" girlfriend, and this is "the" bourbon. Emphasis on the word "the" portrays an essence that whatever follows the word "the" is the premium choice - just like the way we say "The Ohio State." Men see that, yes, this is "the" ultimate girlfriend, so they must be telling the truth that Jim Bean's bourbon is "the" bourbon.
Another aspect to point out about the ad is the visuals. The background is almost all white and the girl sits sexily on quality furniture. The light colored background contrasts the darkness of her hair and skin. There is also a scene with a fireplace, which is a staple in America to the idea of "romance."
At first when you watch this comercial the girl seems appealing. Every guy wants a girlfriend that doesn't argue or complain about the things you like to do. But as the commercial goes on you realize that she is actually a horrble girlfriend because she doesn't care about anything. If she doesn't care about what you do then she probably expects you to not care about what she does. Although she isn't the "perfect girlfriend", I still find the commercial effective.
ReplyDeletethe average man is only interested in going out with the guys, watching football, etc. Although it may be women that are primarily offended by the commercial's depiction of the ideal girlfriend, one commenter is correct in saying that she is not a girlfriend, but rather a "long-term slut."
ReplyDeleteI find the bit you mentioned about the idea that the advertisers thinking they "know what men want" very interesting. In this ad they group men as a whole as they also group women into 2 types: ignorant, exotic, and simple women versus women who won't let their man get away with things they feel are inappropriate. The idea that all men want the same thing and that women should submit are offensive, really to anyone.
ReplyDeleteI think this ad is strange because this idea of this perfect girlfriend is not the perfect girl for all men. This leads me to think that this product the makers of this ad are promoting will not appeal to all types of men and is not promoted for women at all, when women drink alcohol as well. I don't believe this woman should be seen ideal as a girlfriend at all when it seems she does not care about her supposed boyfriend. Does that mean that your "love" or "lust" for this product is as fleeting as the length of this imaginary relationship would be? To better sell this product to their male target audience, I think it would be more effective to have several types of women and show the product more often.
ReplyDeleteI find this commercial particularly interesting, yet ineffective. Unlike most commercials where the viewer may get a sense to what product is being advertised from the start, this example is the opposite. When I first viewed the clip I found it exceptionally intriguing as I began wondering what product could possibly be being advertised. However, the second time I viewed the advertisements I realized how offensive it was to both men and women. I found the comment we viewed in class interesting, “that makes her the worst girlfriend and the best long-term slut you’ll have.” This advertisement is objectifying women in saying this is “The Ultimate Girlfriend” because women should not have to be this way to be the best girlfriend. It also objectifies men in saying that this is what all men want, because this is not true.
ReplyDeleteAs you said the ad can be mostly seen in channels that appeal to men such as spike and ESPN. Most male viewers are crazy about sports and, like “girlfriend” said, like hanging out with other guys or even striptease, in my opinion, such men are somehow aggressive. And the conditions of “girlfriend” in ad stands for such kind of men’s perspective or even fantasy of love in pop culture. The “girlfriend” roused men’s potential desire that they not only want to have a sexy and ignorant girlfriend at home but also enjoy hanging out with girls meet outside, both of which there is no need for them to do commitment. They don’t want to be trapped. So the ad is successful since it emphasized that the Jim Beam knows what particular men want so as to catch those men’s eyes and made them have resonance.
ReplyDeleteWhen I frist watched the ad, I didn't think it was very effective in selling their product. As I watched it again, though, I realized that this commercial stuck in my head and I knew that it was for Jim Beam. Although I don't buy that the girl is "the ultimate girlfriend", it was effective in getting the consumer's attention. I do, though, agree with the commenter that said she is not a girlfriend then, she is a slut. If the things she mentioned didn't bother her, then what ever would?
ReplyDeleteWhen first watching this advertisement, I did not immediately think it would have been advertising Jim Beam. I found it interesting the approach of the ultimate girlfriend compared to the ultimate bourbon. The description this girl gives of herself is the stereotype of what men would love to have in a girlfriend. Using this to compare it to a bourbon, people assume this is the ultimate bourbon without even tasting it. I do this advertisement is somewhat successful because the attractive woman catches the attention of viewers.
ReplyDeleteThis just yet another example of advertisers using sex appeal and stereotypes to sell there product. While it may be offensive to some, I believe that this ad is still effective. As the stereotypical man is watching this ad, he is probably thinking that he wants this girl to be his girlfriend, then the ad compares this "ideal" girlfriend to Jim Beam. It sticks in your brain. Offensive to some but effective all the same.
ReplyDeleteI think that ads like this are actually effective, even though they use objectification as their primary marketing strategy. But it is a very clever commercial for the product that they are trying to sell. The main parts that the viewer will remember are the parts when the girl is describing her preference for men. Then Jim Beam sticks the image of their product in along with the title "THE Bourbon" and that image just sticks in your head.
ReplyDeleteI think that the ad is effective to persuade male audiences, who are usually watching the ESPN. Even though the exotic girl in the ad seems to be strange, the content of the ad points out exactly what the potential consumer, which is almost male ESPN viewers, hopes to get. The ad is using the concept of "ideal" girl friend to compare the product, "beer." Furthermore, it seems that the viewers of the ad can easily remind the brand by comparing the product and their concept of "ideal" girl friends.
ReplyDelete