Why Are Men in Beer Commercials Idiots?

Have you ever noticed men in many commercials for inexpensive beer are high-fiving and laughing and stupid and trying to get ‘babes’? I have. But why? Why must we watch these silly beasts? There’s actually an interesting answer that goes beyond football season.

“They test in all this stuff, and they know that it’s receiving some kind of positive reaction,” Dr. Gary Wilcox, a professor in communication at the University of Texas at Austin, told ATTN:. He explained that many women or intellectual men might see a commercial where muscular dudes are high-fiving and partying together and have no interest in it, but that doesn’t necessarily mean they won’t buy a Coors or a Miller beer. The main drive behind advertising, and in this case, cheap beer commercials, is to implant in people’s heads that they will have a fun and crazy time when they drink that beer, regardless of whether they relate to the people in the ad.

However, the people chosen for these ads are no accident either. “It’s the guy that drinks the six-pack or more a night that they’re targeting,” Wilcox said.


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