Specific orientation of the subjects can convey many different hidden messages that Dos Equis intended to be delivered to the audience. It doesn’t take keen observation to realize the most interesting man is in the middle of the crowd. However, if you look close enough, he is placed in the brightest section of the ad. We are naturally drawn to look at the brighter portion, so the location  of the man will be the first place our eyes will be attracted to (Wysocki). This specific orientation used by the Dos Equis advertisement successfully conveys the main subject of the ad, the man who we strive to be. Take time to observed the placement of the other poor man. He is on the far right of the ad, almost as if he’s out of the frame. This man represents the audience: average, jealous, and an interesting-man wannabe. He is off to the side to represent that he’s not important, and in the presence of the most interesting man, he’s ultimately a nobody. This will cause the audience to further strive for the product since they do not wish to end up as the man on the far right, but more like the man on the center.

Dos equis 2

It is interesting to note where the text is located as well. Naturally, this will be the second place our eyes will be drawn to. As if the most interesting man himself is saying it, the quote like text is placed right above him. There is no need for speech marks or speech bubbles because the orientation of the text itself is enough to denote who in the advertisement is saying (or thinking) that. This text is this man’s belief, his way of life. He is so interesting that he stand out from everybody and that happy time only comes when all the spotlight is on him. This forces the audience to even further appreciate the insight and the grandiose of the most interesting man.

Dos equis 3

Now notice where the beer bottles are within the ad. Both are on the center, but one is on the bright side while other is on the dark side. The orientation of these two bottles again serve a purpose as Dos Equis is trying to convey a hidden message. Even though those bottles are completely identical, they still represent two totally different ideals. The bottle on the bright side is the most interesting man’s beer. It’s radiating; it’s special’ its the embodiment of all the showy/glamorous beer men desire to drink.  On the other hand, the dark beer is more smooth, classy, elegant. It’s not too showy yet it still does not fail to lose its value. Dos Equis beer has created these two basic archetypal beers to satisfy wide arrange of audience. Those who want to stand out and be the shining star and those who want to stay quite, elegant, mysterious can both drink this beer and successfully pull it off. Orientation in this case served as a utility to appease the varying audience.

Dos Equis successfully applies orientation of both the text and the subjects within the ad to convey their apparent message: drinking this beer will make you stand out from everyone else.  In the end, it all boils down to their main implication of the ad, buy this beer. That was the whole point, the main message this advertisement is trying to make. Even more facets and cunning strategical employment of utility can be found at the preceding tabs on top of this page.

-Daniel Yun