Message strategies
Knowledge: Society of the elegant person of Congo
Preference: "In life, always choose who you are."
Conviction: "I am the captain of my soul."
Purchase: Guinness beer
Why people buy things?
It can be for the basic need of food or anything else. But nowadays, often, it is for an hedonistic reason, motivated by pleasure. People want to identify themselves to some celebrities or influential person. Like in this advert, people can perceive this ad as credible because it is the famous George Clooney and John Malkovich, both actors in cinema. What it would be if it was someone else not known in public? Now sellers of pleasure get more and more candidates and make people dream.
What do you think?