Football is America’s sport and nowadays the American sports fan is locked into the T.V. during Sunday- game day. The lifeblood of the NFL business machine is the advertisements that flood the sports fan as he/she is turned into their favorite team. One of the NFL’s leading beer partners is Budweiser, specifically its brand of Bud Light, the embodiment of ‘drinkability’. However, when we watch a Bud Light commercial, are we being sold on its drinkability, or rather a culture that Bud Light is intrinsically connected to and promotes through its consumption? Nowadays, in our post-modern world, we aren’t presented with merely a product with utilities that benefit the consumer, but a way of life that the object inhabits. The arbiters of this culture of culture consumption are those that work in the advertising world. Copywriters and the creative geniuses behind the most powerful agencies look to the contemporary world of cultural significance in an attempt to interpret and package symbolic meanings. Take the Miller 64 commercial. What exactly is being presented? Miller 64 is a low calorie beer, but instead of being delivered the benefits of being able to enjoy alcohol without assuming a caloric burden, we see the product emerged in the world of the ‘modern’ young adult. Moreover, the relationship between the product and the cultural meanings has become extremely sophisticated and the days of promoting the virtues of a beer simpliciter are long gone. After witnessing the recent trend in commercials, whether it is the culture of the NFL or that of the world of the young adult, one must ask are these ‘cultural intermediaries’ reflecting our social worlds, or rather are they presenting consumers with utter fantasies that have no basis in any cultural or social reality?
Advertising as a Reflection of Social Realities