Coors Light Ads

Its always interesting to me to see how advertising becomes so very contextual when it is reaching out to specific audiences.  A company showing their product tries to associate itself with another image/activity/concept so as to persuade a certain group of people to be drawn into what they have to offer.  I think it works really well in this instance - Coors, a Colorado beer, is trying to connect and create nostalgia with its fellow Coloradans, in particular, but also to beer drinkers nationwide.  The image of the white capped peaks, an image known widespread throughout the US to represent Colorado, is meant to stand out as this adventurous and beautiful place that the audience can recognize as home or as a desirous place to be.  The image of the cool and crisp beer is meant to show the audience that this product coincides with those mental images that the mountains evoke, and those who admire adventure and beauty will enjoy this refreshing beer because it was brewed right here in beautiful Colorado.  Consumers from Colorado will appreciate the fact that they are supporting a local brand, and out of state consumers will get a taste of Colorado in every sip.

Coors played up the correlation of Colorado and their product very successfully so as to persuade their audience that their product offers something special and unique.