Professor Turner
Writing 101
21 September 2011
Coors Lite Bar Exam
Commercials can help companies expand and turn out to be very successful. Most companies will pay plenty of money in advertising just to get their products’ names well known to the costumers. Advertising is a tremendous factor in the economy due to the amount of money that is put into. When watching a commercial very intently, it will often make viewers wonder the extremes a company will go to just to make more money by selling their product. Commercials will always show the ideal situations and outcomes to persuade the viewers to buy their products. The Coors Lite Bar Exam commercial starts off with the main character that is stretching the truth to his girlfriend, just to pass the “bar exam.” It is not actually the same bar exam that lawyers take to get their license, but a way to tell if your beer is cold or not. Coors came up with a label for beer that determines whether your beer is cold or “super cold.” Coors Lite used to be known as a “blue-collar” beer, but they are currently trying to change this by appealing through advertising to a beer for the lower and middle class males.
In the Coors Lite Bar Exam commercial, the main character’s girlfriend is extremely good looking. Whenever his girlfriend appears on screen, the viewer is made to think about how great Coors Lite is because the people associated with Coors Lite will have great looking girls. The company did this because just about every male wants to have a beautiful woman, and even though women have nothing to do with Coors, their mind automatically associates the two. This scene can definitely appeal to single men who are looking for a way to get beautiful women. The commercial does not specifically say that you will get a great looking women by drinking Coors, but it wants the viewers to notice the women and Coors associated together. I noticed this commercial is on all sports channels, which are typically watched by men, fat whom this commercial is directed towards. We all know that the type of beer does not help men get more attractive women, but beautiful women and beer in the commercial will most likely catch the audience’s attention and keep them watching instead of changing the cannel.
The main character also lies to his girlfriend on the phone, explaining to her that he was taking the bar exam. She figures that he is studying law and trying to pass the final exam to become a lawyer when in reality, he is just like any other guy, out having a good time with his friends. Coors is directing this scene to the lower and middle classes who are trying to become more high-class. The bar exam was the bartender just asking the guy what the bars on the new Coors Lite label stood for. The label could promote Coors Lite, elevating it to a more high-class beer and not having to do as much to tell if your beer is cold or not. The viewers perceive this as a beer for the upper class, and it is their opportunity to become more high class. The man is inside the bar, talking in a low, serious voice, trying to persuade his girlfriend that he is focused on the Bar Exam. He is not exactly lying to her about the test because the names are the same, he just isn’t telling the whole truth. She thinks that he is taking his lawyer Bar Exam when in reality it is the bar exam on the Coors label. She believes him, even though there was very loud music in the bar that she happened not to hear over the phone. Towards the end of the commercial, there were more attractive girls once again. They were dressed in casual clothes to go out in, but looked exceptionally good. The girls must have overheard his conversation of taking the bar exam, so they were asking if he was a lawyer. This is relatable for some women wanting men just for their money. They did not seem to have any interest in the man, just his profession. The guy responds with one simple answer to their question, “no,” and then proceeds