It’s Miller Time, 1979

In this Miller Beer ad from 1979, there are 3 male friends drinking a miller beer. The young men are smiling symbolizing that they’re having a good time. Since this ad in 1979, Miller have portrayed there beer to be the high life, the king beer over all others. The 3 friends symbolize togetherness, what the high life is all about bringing friends together to have a good time. There is another picture in this ad, the one on the bottom shows a man working which to me gives off the impression that after a hard days work he will head to his destination whether home or the bar to have a miller beer. Giving more to there term high life, that even a hard working blue collar individual can feel wealthy, when they reach for a miller beer. This whole ad to me shows that Miller is trying to advertise a good time, whether with friends hanging out, or after a long day of work, that any one can reach for a Miller and experience the high life. There is a statement also in the picture “ Time to head for the best tasting beer you can find, Miller High Life. America’s quality beer since 1855.” This just further ads to my claims that Miller portrays the beer to be above all others. That there beer represents the High Life.

My dad is a Miller drinker, so I know all about the High life Isn't it amazing how far advertising has come and yet it's still the same? Every beer claims to be better then the next and there are usually attractive people smiling and having a good time. This ad also appeals to our taste for an ice cold beer. There is a picture at the bottom right hand corner of the ad of a frosty beer mug. To most beer drinkers this probably looks pretty tasty.



Last edited by Jaclyn Lessire on Thu Jul 09, 2009 3:29 pm; edited 1 time in total

Note that the questions ask about the postures and expressions, specifically. It can be hard to write about visual detail, but your response doesn't look at the specific elements that the question asks. If you're not up to the task of analyzing their exact expressions and body language, the other question asks about how this compares to current beer ads, which might be an easier question to take on. You'd just need to find ads that also show camaraderie, appeal to blue-collar workers, equality, etc.

Although I agree to a certain point I have to add that this ad did target the black community during this time frame. I showed this ad to my mom (who was twenty one in 1979) she told me that during this time period, drinking had become apart of the day to day regime in her community. She also added that during this time period liquor stores began to pop up on every street coroner. Also, disco hit the scene in large force, the ad portrays a party life a great time. As mom goes on she says " I remember that beer usually a 12oz can was on sale two for a dollar everyday in my particular community". My mother spent majority of her youth and young adulthood in South Central Los Angeles. I do believe this add was racially motivated and at this time when drugs began to run rapid alcohol, especially beer was the life force behind the party life. These adds enhance the depiction of extended vacation in a bottle. I believe that this ad is more than just three young men having a good time.

I believe that Miller's ad was mainly invented to be aimed towards the African American male by fulfilling is need to escape. Persuading the male that after a hard day of work, go escape with a cool Miller Beer. The ad seems to be stating that Miller Beer can help you escape from the pressure of a job or a long day of labor. If Miller was trying to affiliate its product as prestige beer or a high class beer, then men would have been in suits and shown in working at a office. The ad is simply saying that at the end of the day, go to the bar, your local liquor store, and buy a Miller Beer to help you escape your obligations and stress.

As in 1979 ads for Miller Beer the same racial and comfort strategies are used today. The transition from old to young is a common concept bridging the gap of a generation (like father and son). Miller is passed down in the same way and even friends young or old and enjoy, except for colored people, expect in the regard that now companies are forced to incorporate ethnic backgrounds in ads is only considered a light change.