In this piece of writing we will be analysing adverts published by Guinness. Guinness itself has, according to one of its adverts, been around since 1759. If this is true then this would make Guinness one of the oldest drinks around today, except, of course, water. What really matters for us is that Guinness has been at the forefront of advertising since the 1920s. Guinness’ adverts have constantly changed to both influence and keep up with changing ideas on gender, as well as giving us a few surprises along the way. In fact Guinness’ adverts have been so consistently good that there are books detailing all of Guinness’ adverts. One such book is where this piece gets its source material.
The first advert we will look at is from 1960. It depicts two men and two women, presumably couples, enjoying a glass of Guinness each. This advert was just at the start of the sexual revolution experienced during the 60s and shows that Guinness had its finger on the pulse even at this early stage. It also shows us how Guinness helped change traditional macho ideals by depicting women as equal to men. Adverts like this helped set off a concatenation that eventually led to women being viewed as men’s equals. In the background there is a beach and a Punch and Judy stall with children flocked around it. This helps to re-enforce the writing’s suggestion of Guinness being a holiday resort and not a drink.