Post 5

Coors Light commercial 

I choose this advertisement because it stood out to me compared to other commercials. This commercial is so exaggerated, not that most commercials aren't. In the Coors Light commercials guys are standing around, usually sweating, when suddenly the Coors Light Train passes them bringing a cool breeze and refreshing Coors Light. Out of nowhere beautiful women show up and everyone is having a good time, groovin' to the Love Train song.

Every advertisement has three requirements; exigence, audience, and constraints. Exigence is the condition that requires a solution. The exigence is built up to draw the audience in. Audience is the intended or unintended viewers of the rhetorical message. Constraints are the "beliefs, attitudes, documents, facts, traditions, images, interests, and motives" present in the advertisement. The constraints are the factors used to amend the exigence.

In the Coors Light commercial the exigence is the daily grind that the working class has to push through every day. The rhetorical message is: your life might be difficult and you may not like your job, but you can still have a good time and escape and enjoy a Coors Light. The exigence is mostly intended to a male, working audience. Although, the audience can be extended to anyone looking to have a good time. Some of the constraints are the belief that Coors Light is a solution to the problem, the change in mood and attitude of the workers, and the interactions between the men and women. Together the exigence and constraints persuade the audience to jump on the bandwagon and join the party.