semiotics assignment #2

Guinness Beer

At first glance, the message would appear that the beer is simply refreshing the Tin man. However, the deeper meaning is that the beer is actually giving him confidence, and the ability to perform better.

In The Wizard of Oz, the Tin Man is known for always carrying a can of oil to oil his arms and knees in order to avoid rusting.  In this ad, Instead of drinking oil, the Tin man is drinking Guinness Beer to make him smoother.

This advertisement implies that by drinking Guinness Beer, the Tin Man himself can become “surprisingly smooth”. If Guinness Beer can make the Tin Man smooth—it can make anybody smooth. It will help the consumer “win the girl”, “loosen up” or become more likeable by granting the consumer smoother moves.