1. Whose message is this? Who created or paid for it? Why?

This message belongs to an ad campaign for Jose Cuervo Tequila. The advertisement was created and paid for by the company to promote its product in ESPN magazine.

2. Who is the “target audience”? What is their age, ethnicity, class, profession, interests, etc.? What words, images or sounds suggest this?

This advertisement targets people of many races because the image shows six people of various races, broadening their target audience. The ad also targets straight men ages 13 – 40 who want to be the center of attention and admired by women, the “big man on campus” syndrome. The ad also targets anyone who likes to be in a tropical setting. The ad reveals a beach background with people wearing sunglasses and bathing suits. Yet, the main purpose of this advertisement is to target alcohol drinkers who like to socialize and party.

3. What is the “text” of the message? (What we actually see and/or hear: written or spoken words, photos, drawings, logos, design, music, sounds, etc.)

There are two major texts for this advertisement. One is the wording “Assemble your fantasy team.” The second major piece of text is the black and white photo used as the background with five female models surrounding one male model on the beach. We also see images of two Jose Cuervo bottles, an image of the red company seal in the top right corner, the tagline “Vive Cuervo,” and other small wording along the bottom “Hecho en México. Desde 1795. It’s always sunny at cuervo.com; The world’s #1 Tequila. Drink responsibly.”

4. What is the “subtext” of the message? (What do you think is the hidden or unstated meaning?)

The written text “Assemble your fantasy team” and the photo both imply that men should get ready to pick their best girls, as you would when choosing players for your fantasy football team. It also implies that if you prefer the beach setting portrayed and laughing with beautiful women in their bathing suits on the beach you should drink their product. Other messages include: Drinking Jose Cuervo will make you popular and attractive to women, Jose will help you ‘assemble’ girls for your fantasies, you can reach your fantasies when your drink Jose, women love making the man the center of attention, and real men should have several girl friends.

5. What kind of lifestyle is presented? Is it glamorized? How?

A wealthy, happy, and carefree life full of women and drinking is presented in this advertisement. It is glamorized extensively by the photo of the women that are surrounding the only man who is portrayed as an icon to all men.

6. What values are expressed?

Some values that are key in this advertisement are friendship, vacation, carefree living, and youthfulness. 

7. What “tools of persuasion” are used?

-Beautiful people: There are paid models in this ad and they are all attractive.

-Association: Jose is related to fun, vacation, and popularity.

-Plain folks: The ad features models that are not famous celebrities.

-Bandwagon: In order to be cool and popular you need to drink Jose Cuervo because everyone else is.

-Symbols: Women in their bikinis depict sex. The beach displays a vacation setting.

-Timing: This ad was found in ESPN magazine in the beginning of NASCAR season, a time when people would be assembling their fantasy NASCAR teams.

-Analogy: The image is meant to display clear similarities between a man choosing women to be part of his fantasy and drinking Jose Cuervo.

-Big Lie: Drinking Jose Cuervo is not going to attract a group of women for a man’s fantasy.

See "The language of persuasion"

8. What positive messages are presented? What negative messages are presented?

The positive messages presented in this ad are friendship, people coming together, and being outdoors. The negative messages presented in this ad are you have to drink to have fun, get girlfriends, and fulfill your fantasies. Also, five women are worth as much as one man.  

9. What groups of people does this message empower? What groups does it disempower? How does this serve the media maker's interests?

This ad empowers men and the Jose Cuervo company because this is a strong, inviting, and suggestive ad. This ad disempowers women and people trying to quit drinking alcohol.

10.  What part of the story is not being told?  How and where could you get more information about the untold stories? 

Jose Cuervo is portrayed as an enjoyable substance in this ad. However, in the left hand corner there is a “drink responsibly” notice. This is placed there because there are many instances where drinking can lead to dangerous long term effects on the body. Alcohol is also an addictive substance. Health websites such as www.cdc.gov (Centers for Disease Control) can explain what effects alcohol takes on our body and the consequences we have to deal with.