1. By: Suzanna Overbury, Karla Avila, Jennifer
Lozada
DOS EQUIS ADVERTISEMENT
PROJECT

2. Dos Equis beer, created by German brewer Wilhelm Haase
in 1897, has been recently brought to glory through the creative
advertising campaign known as “the most interesting man in the
world.”
The peerless Goldsmith, who was once a struggling actor, has
now helped Dos Equis climb to the top of the beer charts and
land a spot in the sixth most popular imported beer in the
country!
Goldsmith, now in his mid seventies, has earned himself a net
worth of 8 million dollars. The beer brand choose an older
representative to show worldly and prestigious
accomplishments. The marketing campaign was targeted to
achieve the impression of extraordinary people rather than just
the average beer drinkers.
Much like his character, Jonathan has lived life on the edge
including living on a sailboat for years off the California
coast, saving a girl from drowning, and rescuing a man caught in
a snow storm off of Mt. Whitney.
BACK ROUND INFORMATION
“HIS NAME IS JONATHAN
GOLDSMITH”

3. The Purpose: To entertain
Tone: Amusing; playful; witty
Argument: If you drink this beer, you
can do the impossible. This is because
the ad is indicating that if you drink Dos
Equis, you can line dance in a circle too.
Emotional Appeal: Transfer ( It is
transfer because the actor is dressed in
an urbane fashion, suit, white colored
shirt, etc.)
Fallacy: Non Sequitur. This fallacy is
Non Sequitur because the statement “He
Can Line Dance in a Circle” is unrelated
to the beer and it does not follow.
Implication: If you drink this beer, you
can do things that are not possible.
ADVERTISEMENT #1

4. ADVERTISEMENT #2
The Purpose: Persuade, The ad is saying that if you
thought European beer was good, you haven't tried Dos
Equis.
Tone: Sarcastic, arrogant. This is because the author of
the ad is saying Mexican beer is better than European beer.
Argument: Dos Equis imported beer from Mexico is
better than European beer, just like the advertisement
states, “you thought the Europeans knew all there was to
know about beer.” The beer has water droplets falling off
the glass and the background gives a feeling of respite
and relaxation from the daily stressors of life.
Emotional Appeal: Transfer and patriotism because the
scenery is transferring to the viewer as well as a sense of
patriotism because the ad is putting down European beer
to support the imported Dos Equis beer from Mexico.
Fallacy: None
Implication: Mexican beer is better than European Beer
because it is imported from Mexico and has a better
flavor.

5. ADVERTISEMENT #3
Purpose: To persuade: The advertisement is
saying that mixed drinks hold up the bartender
and that the reader should have an affinity for
Dos Equis beer instead.
Tone: Witty; persuasive
Argument: If you drink Dos Equis, you will
attract good looking women, become
interesting, and people will hang off your every
word.
Emotional Appeal: Transfer: It is transferring
well dressed individuals that are having a good
time. Also, the women are very interested in the
man, whereas he seems unaffected.
Fallacy: none
Implication: Drink Dos Equis beer because not
only do mixed drinks take to long to make but
you will automatically be the center of attention.

6. ADVERTISEMENT #4
Purpose: Persuade and entertain
Tone: Derisive, superior, comic
Argument: It will allow you to dominate women
like you do wild animals while allowing you to
familiarize with different cultures.
Emotional Appeal: Name Calling, because it is
putting down women and comparing them to feral
animals.
Fallacy: False analogy by comparing women to
animals.
Implications: If you drink Dos Equis, it will
make you smooth with women.

7. VIDEO CLIP
http://www.youtube.com/watch?v=iYehqcJGW
Ow&feature=youtu.be

8. ANALYSIS
Purpose: Persuade and entertain
Tone: witty, humorous, playful
Argument: The ad is saying that drinking Dos Equis will make you peerless and
unlike any other person. The most interesting man in the world is constantly doing
something that is defying what the average person can do.
Emotional Appeal: Transfer because it is suggesting that Dos Equis can make you
do impossible things.
Fallacy: non sequitur because what the most interesting man in the world is doing
during the video does not really follow logical thinking or the actuality of the
events.
Implication: If you drink Dos Equis you can become more adventerous and
unique.

9. CONCLUSION
The Marketing campaign using Jonathan
Goldsmith as The Most Interesting Man in
the World, helped Dos Equis to become
one of the nations most popular imported
beers. The advertisements used are witty
and entertaining and allow the illusion that
anyone who drinks Dos Equis can become
just as interesting, adventurous, and good
looking as Jonathan Goldsmith, The Most
Interesting Man in the World.