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Analysis of The Guinness advert.

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Introduction

Analysis of The Guinness advert Media Coursework Praised by the media industry, described as "the most beautiful and powerful piece of film on our screens," and voted greatest television advert of all time. The Guinness advert achieved this kind of status soon after it hit our screens in 2000. Guinness ads, clever and flashy as they usually are have out done themselves again with this incredible piece of footage. Its provocative speech, together with the carefully designed filming techniques compels the audience from beginning to end. It opens with a close up of a man's face. For nine long seconds, all you can do is look at him, gaze into his eyes and wonder why he's just standing there, what he's going to do, and why he doesn't speak. This draws you in, you sit, captivated as the wind ruffles his toilet brush-like hair. Then, from the silence come the words "he waits." You don't know how long he's been waiting for, or indeed, why he's waiting at all, but you guess he's been there a long time. ...read more.

Middle

the time, and it makes you feel like you're there with them, it's also quite frightening in a way because all you can see is this confused scene with a lot of dangerous horses and waves coming towards you. "The old sailors return to the bar, here's to you Ahab." This made me think that these men had taken Ahab's advice, and followed their dreams, and now that they're old they've got achievements which they can look back on and be proud of, and, further more, they can go to a pub, and rely on the fact that Guinness will still be there for them, it won't have changed, it's something which you can always depend on to stay the same, and it'll be there for you after you come back from your adventures. They are thanking Ahab by toasting him. There is a mid-shot of the group of surfers successfully riding the wave, you can see that all around them there is still danger and confusion, but they are safe, they have tamed the beast. ...read more.

Conclusion

The structure of the advert is really quite simple; there is the wait, the pursuit, and the victory moment, closely followed by the name of the product (Guinness). The slogan is what we really remember apart from this weird scenario with a lot of surfers and horses. "Good things come to those who wait," Someone who is not willing to take any old rubbish, he waits, and he is victorious in the end because he ends up with something really special. If men ruled the world then this advert would be what it would be like, sport and beer, there is no trace of anything female anywhere! The voiceover is done in a male voice, all of the characters are men, and the script is aimed at men, but apart from being very male orientated it is quite generalised, it appeals to all kinds of men, of many different cultures, backgrounds and religions, and all classes, There are cultural references, which would only be understood by well-educated people, but others would still enjoy them, and you don't have to know a lot about filming techniques, to realize that some very clever ones were used in this advert. ...read more.

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