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Sean Wilson
Marketing Essay.

Take two advertisements for similar products from any magazines of your choice. Write a report on them that includes:

(i) A description of the advertisements and how you feel about them.

(ii) A description of what you think the advertisement is trying to achieve.

(iii) A conclusion and discussion that incorporates what you perceive to be the difference between the ads and how effective you think they are.

The two products that I chose to do my report on are Heineken and Carlsberg; both are lagers that compete in the same market. I found the Heineken advertisement in the UCD Student Union Fresher's guide from the Year 2001 and the Carlsberg ad was taken from GQ magazine.

The Heineken ad features a police line up of various types of bottle openers. This familiar scene is probably most famous for the film The Usual Suspects, a hit movie staring Kevin Spacey. There are five bottle openers in the line up, which has the typical height markings behind the 'suspects' to add to the authenticity of the scene. Each bottle opener is unique and each one would fit right in, in any bar or at any party. To the left of the last bottle opener is the reflection of a Heineken bottle, which is obviously in the one-way-mirror-room picking out the 'culprit' from the line up. Below the picture, which takes up the majority of the ad, is the Heineken slogan "The last word in beer" and an opened Heineken bottle cap.

The Carlsberg ad I took from GQ magazine, a monthly 'lad' mag. It was one of four Carlsberg ads in the magazine, all of which are from the same advertising campaign. Carlsberg play on their slogan "Probably the best lager in the world". They do this by having Carlsberg delivery vehicles pictured around the world...

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"Marketing." Aug 19, 2018
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