Fosters Advert
Having carried out some research into this task I decided to use the latest Fosters advert to analyse. The beer is portrayed as making the men look and feel like an alpha male. It makes the audience feel as though they want to buy into this lifestyle and attitude as they too will then become more confident and condescending. The advert strongly relies on the assumption of radical otherness, as the makers of the advert have presumed that it will make the audience compare themselves to the men in the advert, and make them feel inferior if they don't start to buy the product they are promoting.
When one of the men featured calls up their Australian friends asking for advice it is as if their word is final and what they say goes. When he makes the assertion and asks whether his girlfriend is going to end up looking like his mum, he is implying that women will grow old and become ugly, therefore being ageist.
Fosters is also strongly linked to Australian identity, suggesting that the Australian's are elite and that they possess an identity which is hard to come by. Although, Lacan believes that 'how we present ourselves is always subject to interpretation by others', therefore suggesting that even if we do buy into this brand, we may not necessarily (as a male) feel as good as they illustrate in the advert.
They have also filmed it on the beach, using middle class individuals and therefore cancelling out the upper class being very stereotypical of that lifestyle. They are almost implying to the audience that it is better to be of a middle class status as you have access to this product.
They also make a comment in the advert when they say that 'other stuff will start to occupy your mind' asserting that when you drink Fosters you become attracted and attractable to beautiful women and suggesting that you are missing out on this mindset if you don't drink Fosters.
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