Michelob Ultra by Becky

The image for this post can be viewed here.

The advertisement I chose to analyze is a magazine advertisement for Michelob Ultra. The advertisement depicts a sweaty, physically fit female standing in the foreground with a workout group of three females and three males (one is only a leg) in the background in the middle of what appears to be an aerobics class. The fact that only a leg represents the sixth person in the class could indicate the class is much larger than the space available on the page. Next to the female in the foreground is a sweating bottle of Michelob Ultra and a sweating full glass of poured beer with the proper amount of foam on top. Superimposed over the female’s upper thighs and next to the beer are the words “This is your beer.” Smaller text below reads: “2.6 GRAMS OF CARBS, 95 CALORIES PER 12 OUNCE SERVING AND ALL THE TASTE YOU EXPECT FROM MICHELOB.” In even smaller text below the nutrition information is the web cite www.michelobultra.com. At first glance it would seem odd to associate alcohol with fitness. However, upon closer examination of the meanings, signs, symbols, and cultural context, the message which appears to be targeted mainly at women becomes clear. On a purely denotative level, the advertisement is selling light beer to women. However, connotative meanings are also present in this advertisement.

The main emphasis is on the female’s a-typical “beer belly”. Her body is cropped so only her mid to upper body is shown. Her legs below her shorts from mid-thigh down are missing and her head is cut off right above her nose leaving her eyes out of the photo. Her shorts are black blending them into the dark brown background. She is wearing only a royal blue a sports bra so her flat, well-formed, tan abs and belly button are the focal point. In many ways, through the use of color and space, the woman is connected to the beer. Her figure mirrors the bottle of Michelob Ultra. Starting from the top, her hair is blond like the neck of the bottle. Her sports bra is the same color blue as the top of the label. Her tan skin is similar to the color of the poured beer in the glass and the amber color of the beer bottle. Her skin is also glistening with beads of sweat exactly like the sweat on the cool mug and the chilled beer bottle. Finally, the woman is standing with her hip jutted out and her waist curving which mirrors the curve of the beer bottle from the neck to the midsection of the bottle.

It can be assumed the half-headed woman in the foreground just stepped out of the intense work-out session taking place in the background. Although only the lower half of the woman’s face is in the picture, her mouth is not smiling indicating a serious expression similar to the members of the class in the background. The men and women who are still working out in the background are all positioned in a deep lunge maneuvering a cross-punch. Each individual appears to be extremely focused and concentrating on putting every once of effort into the workout routine. However, they do not appear to have worked up the sweat the woman in the foreground has so therefore do not yet deserve a beer break.

In a culture that values healthy living, physical fitness, and hard work, Michelob Ultra is clearing positioning itself as the ultimate “healthy” beer. The text “This is your beer” followed by the nutrition information pointing out low carbs and low calories, indicates Michelob Ultra is clearly the beer of choice for physically fit females who take their body seriously. Another culture context the advertisement appeals to is the ideal of a strong (yet still subordinate) feminine woman. Beer has traditionally been thought of as a “man’s beverage”. The text “This is your beer” indicates that women should have their own special beer apart from men and it should be a beer that will not adversely affect their figure. The woman in the ad is almost placed in a type of “double bind” where she is allowed to take charge of her figure and drink beer like the men; however, she must still be conscious of her figure and not do anything to jeopardize any efforts to stay fit and maintain a flat stomach.

The advertisement has persuasive appeal because is gives women permission to drink beer. It leaves the consumer with the impression that Michelob understands that you work hard to look good. As a reward, they are offering a beer that will not undo the workout. It also leaves the consumer with the impression that if you drink this beer, you will have the same flat beer belly the woman in the photo has.