Advertising real beer: Authenticity claims beyond truth and falsity

Abstract

It is a mainstay in the literature on consumer culture that the romantic, countercultural value of authenticity has become a core asset in mainstream marketing. Since there is little research on the particular ways in which commodities are endowed with auras of authenticity, this study analyses registers of authenticity in 153 beer commercials from eight countries. The content analysis distinguishes four strategies of authentication: beer is related to pre-industrial craftsmanship, naturalness, concrete locations and historical roots. Surprisingly, however, such claims are often openly exposed by the advertisers themselves as mass-produced illusions. It is concluded that the appeal of authenticity in consumer culture should not be explained by the fact that people actually believe in the 'authenticity hoax'. Quite the contrary, the acknowledgement that narratives about a more authentic world are myths provides an alibi for consumers to fully indulge in their meaning without the risk of making naive and dupable fools of themselves.

A thirst for the authentic: craft drinks producers and the narration of authenticity

“…In addition, the analysis has illustrated why authenticity is ‘notoriously difficult to define’ (O’Neill, Houtman and Aupers : 587). Indeed, it is its multifaceted, performative and at times contested nature that have led others to note its ‘schizoid quality’ (Zukin : xii) that means it must be treated as a ‘moving target’ (Boyle : 39).…”

Rethinking individualization

“…Half a century ago, consumption was associated with ‘keeping up with the Joneses’, conformity and passivity; on the contrary, in today’s dealings with consumer goods the notions of personal development and individual activity are code words, resulting in among other things the birth of the ‘prosumer’ (Beverland and Farrelly, 2010). Also in contemporary marketing, the ideas of realness, craftsmanship, authenticity and naturalness are key (O’Neill, Houtman and Aupers, 2014). The recent trend of DIY (‘Do It Yourself’) fashion, knitting and sewing also signals a nostalgic return to these values.…”

Bingo! Holy play in experience-oriented society

“…This is why advertisements for commercial products, such as beer and shampoo, sometimes refer to magic and the mystical, why foods and lifestyles promise access to nature and the authentic self and why celebrities are popular. They represent an imagined world that escapes the strict boundaries of a world driven by instrumental rationality ( O’Neill et al, 2014 ). Thus, extraordinary experiences are accessible for everyone.…”