Beer Advertising: A Case Study

When we graduate from high school, a lot of things change. We have to take on more adult responsibilities - and in exchange get some greater rights, some greater measure of personal freedom. We get to be adults, and have to leave (no doubt with some regrets) the pleasures of childhood as well as (no doubt with some relief) the torments of adolescence. Except that one very important thing does not change as we move from the adolescent world to the adult world: We still want to be cool. It is this fact - the Peter Pan longing not to grow up - that helped to make Budweiser's "Whassup" ad campaign so popular.

The ad campaign used a sort of reverse psychology, presenting a quartet of men who weren't obviously popular or drop-dead gorgeous - but who exuded the kind of camaraderie and coolness that most of us longed for in high school and that probably is still a factor in most nursing homes. The ads used a term that was emblematic of black American culture and mains

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Category: Business - B