Boddington's Beer sells well to young male drinkers who wouldn't know the difference between a keg and a cask - nor when they are being taken for a ride. The ads for this keg beer seem to have gone down a treat - but how many of those who view the Boddington's ads (both on TV and in the printed media) realize they are being taken for a ride. The ad men are laughing up their sleeves at the gullibility of Boddington's fans. There is more to these ads than meets the eye. The ad men are giving themselves a pat on the back for producing a series of ads that do more than poke fun at the lack of sophistication of Manchester's beer drinkers. The everyday
impression of the fun side of the Cream of Manchester ads is reflected
in In fact,
many of the ads rely upon a set of subtle (and sometimes non-too subtle)
innuendoes and the visual representation of colloquial slang or vernacular
terms. Put crudely, the ad men reckon Boddington's male beer drinkers
are a load of effeminate wankers who couldn't 'pull' a woman if they
tried. You don't believe me? Read on before you make up your mind.
Keep in mind the fact that the ads can allude to 'creaming' rather
than cream, as This illustration, and the opening illustration at the head of this section, were taken from a typical 'lads' magazine. A dictionary definition of 'cream/creaming', the act apparently alluded to in the article, is given below. Keep this in mind when viewing any current or future Boddington's ads and TV commercials.
The Cream of Manchester ads not only play visually upon the various meanings of cream/creaming and sexual activity, they also focus upon male insecurity to a marked degree. In the TV commercials, for example, one can note that the ads tend to contain visual elements that relate to and perhaps are even intended to raise worries about the male organ, lack of sexual prowess and perhaps even castration. Consider the limp fish, the reversed underpants, the 'pussy' dropping on the face of one individual. Whether these ads and commercials are based on psychodynamic theories or simply knowledge of the burgeoning sexuality and insecurity of adolescent and young adult males, market research would seem to indicate that Manchester's Boddington beer drinkers are worried about their willies. But that is to be expected. Under the influence of chemically castrated keg beer they are unable to put their organs to any natural use, other than to empty their bladder. |
The head on the beer also appears to be dribbling down the side of the glass. But it also could be a reminder of the limp dick that one gets from overindulging and suffering from Brewer's droop. It could even be mistaken for a used contraceptive. However, such meaning would tend to go against the grain of most of the messages inherent in Boddington's ads. These tend to emphasize castration rather than ejaculation.
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Still not convinced.
How about the ad on the right then. Have you ever heard the phrase |
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The text would seem to indicate that what is of interest to the viewer is the beer and that the woman is irrelevant. She isn't, she is there to attract attention. But the crux of the matter is that she doesn't want the poor Mancunian (or any other) male to pay her attention. If she did, she would most likely dominate the poor Boddington's drinker who had the temerity to confront her. He is seemingly going to need his beer to cry into - as it's all he is likely to get.
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Don't drink the image. Don't
buy the hype. Don't get ripped off. Drink Real Ale. It's Real Cool, It's Tasty and unlike most nationally distributed beers sold in Britain, Real Ales are not pasteurised and carbonated i.e. they are not dead beers. Incidentally, have you seen the Bod, Bud and Fosters ads? For for a slight diversion from the subject of 'subliminal ads' and a change in focus to Quality Beer (not ads) click here. |
Last Revised: 3rd January, 2003 |