Group 1 ind. post Mason Conley

Response to question #4:
The commercial is clearly aimed at a male audience. The 2008 advertisement was aired on networks such as Spike TV, which is known as the male equivalent of Lifetime TV, for example. The only actor is a young woman. Her low cut shirt and short shorts are an example of the advertisements visual appeal towards a male audience. As she goes through her script, the product (Jim Beam bourbon) is not mentioned once. Instead, she describes what she likes in a guy. Socially, it is an atypical monologue. A woman would not normally be ‘okay’ with everything she finds acceptable with her man. She is portrayed as ‘the ultimate girlfriend,’ as this is a commercial for ‘the ultimate bourbon,’ Jim Beam. The brand makes an association in this commercial, pairing the adjective ultimate with their bourbon using an attractive woman who thinks the guy on the couch watching this is fine as far as she is concerned. She says that she is fine with a little fat, where most girlfriends would like their man to be fit and trim. She likes a little back hair and watching a lot of football, two turnoffs for most women. Then she mentions that she is not jealous or angry that he might go to a strip club. She does not need thoughtful gifts like flowers either. This all aimed at getting a man’s attention long enough to pitch Jim Beam as the ultimate bourbon, which is not even presented until the last five-seconds of the advertisement.