The Ultimate Girlfriend - Jim Beam
Individual Post #3
This commercial portrays what is said to be "the ultimate girlfriend." The majority of the commercial consists of the "girlfriend" describing herself. She mentions things that would appeal to the stereotypical man, such as "I don't care what my man does, he can do whatever he wants" and she mentions that he can go to strip clubs and watch sports as much as he wants, as she does not care. She is making the point that she is the perfect girlfriend, in order to make consumers believe that Jim Beam is the ultimate bourbon. It is likely that this commercial was written by a man who falls under the general steroetype of being attracted to women who are beautiful and say that their man can do whatever they want. This source reflects the authors personality in that he would be greatly influenced by this kind of attractive women, who does not care what he does. I get the feeling that the ethos of the author are that he would rather have an attractive girlfriend who does not care what he does than a true girlfriend who cares about him. This method of advertising could be very effective in capturing the stereotypical man's attention and maintain it through the end of the ad, leaving him with the impression that Jim Beam is the ultimate bourbon. I also believe that this method could backfire, as some men may be offended by the way the author assumes that all men would want a girlfriend like the one portrayed in the commercial. The downside of this ad is that it is only reaching out to straight men, and of that population, some may be offended by the assumptions being made. The upside, however, is that it does a very good job of catching and maintaining the consumers attention all the way to the brand exposure at the end. After watching the commercial once, anytime I see it again I instantly know that it is a Jim Beam commercial, even before the brand is mentioned.
Nick Bollinger
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