To me, this ad says, "As an MGD man, you live the highlife every day. You are a real man's man. You tell it like it is and make the tough decisions - all whilst setting emotion aside, where it belongs. It appears as though February fourteenth has come and gone - just another day...Well when living the highlife it's just another day. Unfortunately, the lady says otherwise. You have missed out on something. Oops... Good thing MGD has your back. It's never too late to give that special Valentine's Day gift...The Miller way... These coupons ought to do the trick...Now if you could just find some scissors..."
This print advertisement, although gender neutral in its printed form, seems to almost blatantly appeal to male consumers. Males are the ones to most often forget about Valentine's Day and are also the most likely to drink Miller Genuine Draft. MGD professes that it is there for us forgetful guys. MDG will always be there to help us out of tough binds just like this one. The humorous, yet real-life reflective coupons allude to some common American topics that are so often relevant amongst couples; control over the remote, the expectation that you go out together and be social, the massage and its power as forgiveness-earning tool, and the issue of who is 'right' in an argument were all represented.
On the most basic level, this advertisement stays consistent with the cultural norm that men are unemotional thinkers (instead of 'feelers'). If they had been 'feelers', their emotional sides would have lead them to remember Valentine's Day in the first place. Thank goodness men are thinkers - because this coupon idea was a stroke of genius.
The marketing efforts of beer companies in general, never take themselves too seriously. Instead, the playful, fun, and comedic side of life is highlighted. Funny scenarios of lighthearted consequence are commonplace, and this print ad was no different. In many real life relationships, if one half were to forget about an important milestone in their life together, it would suggest a deeper issue or problem - a situation that some silly coupon cut-outs wouldn't be able to solve. But in the fantasized world of beer advertisements, a Miller drinker could just present these nifty coupons and his/her significant other would just forget about the entire bout of forgetful insensitivity. Marketers feast off of consumers' ability and overall willingness to see themselves in these lighthearted situations in which consequences to actions are mere slaps on the wrist. It is a natural tendency for people to psychologically place themselves in these favorable situations as they are brought about by marketers, because many can see themselves being a tad forgetful at times - and they will always like to hope that their significant other would be so understanding and laid back about the fall-out.
Source: adsoftheworld.com
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