Guinness Vs. Bud Light

I thought it would be interesting to take a look at two similar beer advertisements, one from Ireland and one from the U.S. I chose two ads involving sports that are popular in each country.  First, let's take a look at the Guinness advertisement. Guinness is the official beer of the Irish Rugby team, a sport that is extremely popular in Ireland. It features 3 members of the team playing rugby. The advertisement is saying to drink a Guinness and support the Irish national team.

The advertisement for Bud Light is very similar. Bud Light is the official beer of the NFL. I feel as though the NFL in America and rugby in Ireland are equally as popular in each country. This advertisement is targeting all of the football fans out there, saying that Bud Light is a must have beer for tailgating.

Looking at the Hofstede dimensions for each of these countries will show that they do not differ too much. Both scores for each dimension are relatively close ( although the U.S is slightly higher in PDI and IDV). If I were analyzing these advertisements for the different dimensions, I would say that they definitely do exist. For the Guinness advertisement, it is dealing heavily with masculinity. The men on the rugby team are extremely strong and look very intense. If you're not familiar with rugby, it is a very violent sport. Also, I feel as if the advertisement has elements of collectivism, seeing as the players are all locked in and are in the fight for the win together. This contradicts the higher score ( 70) that Ireland has for IDV. Looking at the Bud Light advertisement, I would also say it deals with collectivism. Tailgating is a very social thing, and this is exactly what the ad is promoting. However, I feel as though it is difficult to advertise for a team sport without having collectivist elements in the advertisement.