Value Structure Map

While looking for advertisements, I found an American commercial for Miller Light and an Irish commercial for Guinness. With each of these advertisements I have created a value map to show how a certain group of people perceive or think about the brand and its product. First off, let me give you the link to the commercials:

Miller Light > http://www.youtube.com/watch?v=pUJ36nFdOyg

Guinness > http://www.youtube.com/watch?v=wX_IfxPg8Aw

Below are the Value Structure Maps:



After viewing the ads, I noticed that in the American ad for the Miller Light beer, there was more of a focus on falling out of the stereotype of a light beer and showing that it can be a drink for all people, even masculine men. Normally, other beer companies or the social expectation of beer drinkers try to say that light beers aren't like real beers. However, Miller Light has continued to separate itself from these characteristics and market itself as a top selling beer in the market. This beer is not really top of the line, but the way it is marketed proves that it can cross barriers into becoming a socially acceptable, less filling, enjoyable beer.

With the Guinness beer commercial, there is a focus on being different, being the bigger man. With the ad showing a man going across the world to apologize, Guinness shows its ability to have class all while staying true to its traditional market. It's different, pleasing, enjoyable, and creates friendship and good times. Overall the enjoyment is what makes everything better.

In both of these advertisements, there are similar Hofstede's dimensions, such as low UAI and masculinity, also a low PDI. This is of course because of the similar scores the two countries share. The messages are essentially the same: everyone can enjoy the product and it makes you enjoy the moment and feel better about yourself. I believe that Hofstede's dimensions are the reason why they are so similar; the markets and cultures are very similar.