Advertising Campaign Analysis No.2

Tooheys New- The official currency of the Beer Economy

http://www.youtube.com/watch?v=uT120JBL4yo

*The following analysis refers to different parts of the Youtube link, please click and follow to the suggested areas.

This advertisement is another witty beer advertisement possibly produced in the wake of the Global Financial Crisis. It incorporates humour aimed at young males and it places a person faced with several scenarios and what his 'mate' should pay him in beer.

The scenarios the people are placed in will only be humourous to males with a fairly extensive Australian background from 13 up to around 40 years of age- the age in which people are either interested in or are drinking beer. People watching from other age groups may not get the humour or jargon expressed in these advertisements or may also get offended- primarily females of the same age group as these advertisements usually poke fun at this group.

The fact that they are using beer to buy services or products is also humourous as this economy is claimed to be better than the normal, or 'rich mans' economy of money. This is shown through comparisons to the global and Australian economies and how effective the beer economy is, and the fictional graph of the differences between 'when the world economy s**t itself' and when the beer economy was growing.

This advertising campaign is mainly getting the product out in the public through slightly contraversial methods, and through this to also increase sales. However I believe these types of advertisements is to just put the company name out there and to just have a laugh (for males anyway) at the humour presented. Usually Australian beer ads are done for these purposes and the aim of the advertisement is to not actually receive beer for actions but to laugh at the scenarios the person is faced with and the amount of beer that he is paid.

This advertising campaign I think reflects well on the current times Australia is going through right now as we are just coming out of the Global Financial Crisis and it also shows one of the many ways in which humour is incorporated into mainly beer advertisements in order for it to be effective. These commercials are also shown on television at major sporting events which increases its exposure and can therefore increase its sales.

The YouTube video shown here is stating the fictional impacts and aftermath of the beer economy being introduced, the individual advertisements are after 0:45 to 1:40.