Beer advertisement can be looked at from very different points of view. Beer drinkers are targets who have one thing in common, which is peer pressure. Peer pressure could be anything from looking good socially and physically to having a good time. Beer advertisers take that very much into account when it comes to selling their product.
Most beer campaigns have a relaxed and approachable brand images that direct consumer's attention to the beer and every aspect that surrounds the experience of drinking it.
Aristotle's source of credibility consists in Logos, Ethos and Pathos which are three completely different textual elements, yet they all associate. Ethos moves an audience by proving the credibility of the writer; Pathos stimulates the feelings of the audience and seeks change in their attitudes and actions; and Logos, along with Ethos and pathos, mobilize the powers of reasoning. A writer must consider the three means of persuasion if he is to convince the audience of the conclusion he wants them to believe or act upon. In this case, an ad for alcohol doesn't appeal to the reader's sense of ethics and morality because nowadays we know for a fact that alcohol has very bad consequences for the human body and mind such as coronary heart disease, hepatitis, cirrhosis, brain damage and many more, which means that the Ethos is not present in these kinds of publicity where the marketing is based on the reader's reactions to writer's credibility and trustworthiness.
Logos appeals to patterns, conventions, and modes of reasoning that the audience finds convincing and persuasive, these next ads appeal to Logos because the audience can identify with the slogan of the ad which is very catchy and intelligent, written in a language that is very easy, casual and understandable for every type of audience, it demonstrates what men believe, think and act upon everyday in common so that it makes the ad more real and believable to them.
The first example ad is "St Pauli Girl Beer", it shows the bottle of beer, green and sweaty with the picture of a typical blond German woman in the front. Next to it, there is the picture of an attractive young woman with a revealing black top and a mean-but-sexy stare in her eyes. The slogan has a water drop sweaty background as well that says "Never bitter. Other than that she's just like any other girl." Further down, almost at the end of the page there is also a phrase that says "Have a good time with Germany's fun loving beer."
Phrases like "good time", "girl" and pictures of beautiful and sexy women make men relate these items in their heads thinking "If I drink this beer I will have a good time with a beautiful and sexy girl"
Also, the effect of water drops in the bottle and the background are used frequently to make us immediately and unconsciously thirsty.
However, there's more to this ad than what we retain at first sight without observing. "Never biter, Other than that she's just like any other...