Cultivation

            Through an understanding of the concepts of cultivation, we can find that the majority of beer advertisements are meant to convey that if one drinks, he or she is accepted.

            Cultivation is the theory that consistent messages over time create images of what reality is among audiences. When one considers where we view the majority of advertisement campaigns for beer, televised sporting events such as football, baseball, etc., the subtext of such ads becomes more obvious: real men drink beer. Beer campaigns often depict cool men doing cool things, or unpopular men becoming popular due to having beer. Having a beer makes you appeal to your friends and to women. The cultivation of these images creates an impression amongst the masses that beer makes you appealing and cementing such thought as reality.

       In the advertisement shown above, we have an example of cultivation through the reality it presents. Portrayed in the ad is a party of attractive young people conversing and drinking beer, however the most prominent visual in the ad is the large tank full of ice cold Budweiser. This is a prime example of the cool appeal that beer offers its patrons.