In its recent global TV advert, Carlsberg uses as central message friendship and the sacrifices friends do one for the other. Unsuspecting people are led to believe that their best friends are in trouble to see their reactions. More exactly, they are told that their friends have a big pocker debt and their presence is needed in order to save them from a bunch of dangerous Chinese players. They should bring 300 euro in cash. After passing a series of frightening scenes inside the pocker den, a curtain opens up and a big group from behind is cheering: "true mate". The motto is: "Standing up for a friend....that calls for a Carlsberg."
Because our readings from the last weeks contained a lot of examples of emotional appeals based on values from each country, I wonder in this case: is friendship an universal value? The sacrifice for a friend has the same meaning in every culture? Beer is always associated somehow with friends, with the good moments that we spend with them when going out for a drink. But, this time, Carlsberg makes us remember the very basic of what a true friend means: more than someone we hang out with, he's someone who stands up for us when we most need it.
The advert is here:
http://www.youtube.com/watch?v=vs1wMp84_BA
Raluca Apetrei
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