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“It’s Miller Time.” We’ve all heard this saying. Whether on the radio, television, or in a newspaper, we are bombarded with Miller Lite advertisements. One specific advertisement that is pretty eye-catching is a picture of a Miller Lite “town”. This town is gorgeous with water, palm trees, and of course, plenty of Miller Lite. This advertisement has just enough logic and appeal to connect to the audience and make them stop and at least consider getting a Miller Lite.

Miller Lite evokes an enlightened feeling of a paradise and a dreamland. A refuge where people can go to escape reality. The town is made up of all the human luxuries and desires. It connects every person to their fantasy-- beautiful beaches with men and women, surrounded with nice cars, boats, tall buildings, palm trees and of course, a nice cold beer. The colors are vibrant yet the combination of blue and purple gives the viewer a comforting and soothing feeling. The ad gives relaxed disposition drawing the viewer to the advertisement, which is important because it attracts you to the ads subliminal message of Miller Lite beer. It sets the mood for a craving of a utopian society and plentiful beer. It also causes you to feel self-pity because you do not live in this exciting world. But the ad is sympathetic, suggesting you can eliminate all of your worries and live a pleasurable lifestyle if you grab a Miller Lite beer.

The logic behind this Miller Lite advertisement is very simple. The ad tricks the viewer into thinking that Miller Lite is a utopian society where everyone is happy and is having a good time. Of course the reader wants to be happy and have a great time so they buy the Miller product hoping that it will bring them happiness but really the only thing it brings them is a hangover. This utopian society is far beyond the realm of possibility; from the Miller Lite logo in the sky, to the Miller Lite buildings; it is just not possible that an area of beach could be this corporative by a company. The alcohol and tobacco companies have been so successful at subliminal advertising because they show readers a false side to their products. In essence the consumer is being tricked into thinking that they have some advantage over a non-Miller Lite drinker.

This subliminal advertisement of Miller Lite beer connects the viewers to its message. With slogan's such as "It's Miller Time" written in the sky, and the renowned brand Miller Lite appearing everywhere, the viewer cannot help but watch in awe. Due to specific elements appealing to a general audience, such as the beach, great weather, a pier, among more, it ultimately attracts everyone to drink Miller Lite. With a skyline of a big city, Miller Lite builds credibility due to the sparkling reputations of big cities. In addition, the ray of sunlight cast upon the middle of the image might argue a religious presence. In the eyes of many, no one can have more authority than a larger power such as God. All of the above help take a simple beer in Miller Lite and connect it to the viewer.

Obviously this advertisement by Miller Lite is really appealing and makes people ponder buying a Miller Lite. Using a pretty beach town was extremely smart and logical of the company. When most people think of paradise, they will most likely think of being at a beach. Using a beach is something that everyone can relate to relaxation and comfort. In return, Miller Lite hopes that the audience can then relate relaxation and comfort to drinking a Miller Lite.