ABSTRACT
Domestic beer companies heavily rely on the cultural footprint left behind by Grant and Lee when creating advertisements that are designed to link their products with masculine aspirations and old world virtues cherished and coveted by the targeted audience. The success of American beer commercials often turns on the affect that these ads convey in their appeal to their male audiences and their individual social constructs. Beer commercials best illustrate the affective relations between marketers and their consumer dynamic. Domestic beer commercials in the United States are likewise full of “frames” and “archetypal appeals.” The choices of consumers, who might not have consciously used Ulysses S. Grant and Robert E. Lee as models, can also be shaped by appeals when beer commercials become popular culture phenomena. The targeted audience does not need to know the historical Grant or Lee in order to identify with the archetypal frames that these men represent.
