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Captain Morgans
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The focus of our marketing and communication analysis are print and television advertisements for Captain Morgan’s spiced rum put out by the Seagram America corporation. Captain Morgan uses several marketing concepts to promote their products. Through market segmentation, semiotics, sensation and product symbolism, Captain Morgan reaches out and brings in a wide variety of consumers. With the use of these marketing methods and diverse ways of advertising Captain Morgan obtains direct brand name influence and perception with its consumers. The print advertisements are distributed throughout several different magazines. The ads are more prevalent in magazines that focus on mens interests such as: Blend, Maxim, Stuff and FHM. Only two ads were found in women’s magazines: Cosmopolitan and Marie Claire. The television ads air in between sporting events and television programs that air after 9:00 p.m.
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