Advertisement Techniques

       Corona is a brand of beer that uses interesting advertising techniques to make their product seem desirable. With this billboard, the advertiser wants the viewer to feel like Corona is paradise or can take you to paradise. The advertiser wants the viewer to feel deluxe when they drink Corona and they portray the idea that Corona brings the fun and relaxation of the beach, but all within a small can. The target audience of this billboard is people over 21 who drink, and especially people who feel like they need to relax. It's not specific to race or ethnicity, but it's part of the international market with the idea behind it of traveling the world. Although the advertisement doesn't seem specific to gender, men are the primary target audience and typically around 21-35 year olds looking for fun and not taking life super seriously. Camera angle, colors, and font are all important in advertising techniques because that's what makes the advertisement stand out and be rememberable. The camera angle is straight-on and features a bright blue, blurred out beach in the background with the Corona can closer up as the main focus point. The can is eye-level and this puts the viewer's attention on the can and shows a beautiful setting that people will associate with Corona. The billboard has bright colors and looks warm and inviting. With the beach scene, the lighting appears natural to make Corona seem like a good, natural drink. The Corona can is highlighted with a lime next to it which makes the drink look fresh and there's no shadows or dark spots which portrays the product as happy and light. The entire billboard is blue, with blue sky, clear blue waters, and the white and blue can. These colors affect the tone by making it seem relaxed and natural. The mood is calm and inviting and because so many people connect beaches with vacation, this connects Corona with the relaxed, laid-back mood of a vacation. The colors send the message that Corona will make you happy and help you live a brighter, more fun life. The text is white and thick letters of a typical font. The writing is large and in the center of the picture to draw attention. It says, "Beaches come in all shapes and sizes" which gives the impression that Corona cans hold the same enjoyment and pleasures as a beach and anyone can access this feeling by buying Corona. 

       Additional advertising techniques being used help the consumer feel like they need to buy the product. The technique of "Transfer Association" is being used because the beach is a positive connotation about a happy place and it associates the product with a beach state of mind. "Glittering Generalities" is used with the beach image and sliced lime next to the can to give an appealing image that connects to the product. It gives a message that Corona will be like a beach in a can and will make your life more chill and fun if you drink it. The advertisement also fulfills some emotional needs such as the need to escape. The Corona advertisement offers the feeling of being at a beach without having to go through the troubles of traveling. It's offering an adventure that you cannot usually have and captures the fun of living in the moment and going to the beach by just grabbing a can. This works because it makes the viewer feel like they can escape to the beach and out of reality with a Corona. 

       This Corona advertisement makes a few assumptions about the consumers buying the product. It's assuming that those who can afford Corona (the upper middle class) will get this relaxing experience and can get happiness whenever they grab a can. Because Corona is a Mexican brand, it could be assuming that Mexicans drink Corona because they don't take life too seriously and they just want to escape reality and take a trip to the beach. Also, because men tend to drink beer more than women, this advertisement could be assuming that men should relax and take a break while women continue on with their lives. These assumptions are not very realistic because a can of beer cannot take you to the beach or let you feel the same way you do on vacation. Assumptions usually reinforce stereotypes that men like beer more, and that young white men especially want it because they don't take life seriously. These assumptions might be helping the beer sell, but they're incorrect and support false stereotypes that create negative messages.