Introduction The success of a campaign is dependent on its understanding of their audience’s political, cultural,technological and commercial values present. However, the degree of success may wane over time if the campaign fails to reflect and adapt to the changing norms and beliefs. This is presented in Absolut Vodka’s “Absolut Something” print ad campaign, which spanned for over 25 years from 1980 to 2007. (REFERENCE) The peak of its success in the 80’s and 90’s were presented through the accomplishments the campaign achieved when Absolut began their first international exports to US Vodka markets, which were dominated by Russian brands. (reference) Over time, their ads had allowed them to establish their foothold in the US vodka market from exporting 10,000 cases in 1980 to 4.5 million cases in 2000. (businessinsider) This was completed through their artistic narration within the campaign to reflect the art scene, which “would become Objet d’art itself, epitomizing the Reagan/Bush obsession with artsy glamour and chic consumption of the 1980’s and 90’s”. Reading 1 Through this, Absolut was able to create variations within the …show more content…
As proven with Absolut Vodka, the political climate in Sweden regarding alcohol as a sinful pleasure required originality and provocation (Scott 1994, reading 3), which led to Absolut Vodka’s decision to export to the US market, which had began drinking Vodka in the 1970’s (reading 4). The “Absolut Something” campaign used a unique style of incorporating Absolut’s unique medicine bottle style became symbolic as consumers began to link the bottle or silhouette of the bottle as Absolut’s identity. ( Reading 4?3?) This is proven in “Absolut Boston”, where the bottle’s silhouette alludes to the vodka as it is replaced with
Thus, the sixties triggered not only political change but also social and cultural reformations. Advertisers realized that they shou...
Did you know that in the 1920s the American government poisoned alcoholic beverages to stop excessive use of it from the consumers? Of course, this happened during Prohibition which was the America government’s attempt to stop and illegalize the manufacture and marketing of beer. Surprisingly, Prohibition lasted from 1920 until 1933.Throughout the prohibition period, many famous and infamous leaders rose, such as Alphonse Capone, Carry Nation, and Adolphus Busch. Expectedly the use of alcohol during the 1920s caused strong and respectable men to become diverted dull and to be extremely abusive to their spouse and children; therefore causing it to be a necessity to be abolished in the eyes of the American government. “We Sang Rock of Ages”: Frances Willard’s Battles Alcohol in the late 19th century is a selection from an autobiography by Frances Willard in which it provided detailed report of her experience participating in a temperance movement. Frances Willard’s literary piece uplifts the idea of humane purity against foul and slow working toxins that are capable of corrupting the most innocent kind of men, and stresses the importance for men to not be pressured to follow the crowd. Frances Willard’s “We Sang Rock of Ages” essay indicated the temperance movement’s pursuit to heal social morals, abolish the excessive use of alcohol, and target slaves of alcohol to turn to God through prayer as well as song.
Michael Messner and Jeffrey Montez de Oca explain that contemporary beer ads represent a desirable male lifestyle to reaffirm masculinity in a time when men are insecure. Their essay, “The Male Consumer as a Loser: Beer and Liquor Ads in Mega Sports Media Events,” goes on to list the reasons for their insecurities: historic and cultural shifts such as deindustrialization, declining real value of wages, feminists and sexual minorities. They support their main point by providing a window to the past as beer ads of the 1950s depicted a desirable lifestyle that was appropriate for post war style of living. By following the transitions of beer ads from the 1950s to now, we could follow the accepted lifestyles of the times during which the ad was made.
Worsnop, R. L. (1997, March 14). Alcohol advertising. CQ Researcher, 7, 217-240. Retrieved from http://library.cqpress.com/cqresearcher/
Advertisements are one of many things that Americans cannot get away from. Every American sees an average of 3,000 advertisements a day; whether it’s on the television, radio, while surfing the internet, or while driving around town. Advertisements try to get consumers to buy their products by getting their attention. Most advertisements don’t have anything to do with the product itself. Every company has a different way of getting the public’s attention, but every advertisement has the same goal - to sell the product. Every advertisement tries to appeal to the audience by using ethos, pathos, and logos, while also focusing on who their audience is and the purpose of the ad. An example of this is a Charmin commercial where there is a bear who gets excited when he gets to use the toilet paper because it is so soft.
An effective advertisement is able to persuade its viewers by providing informative facts about a brand that help create a sense of liking, which will enhance certain attitudes and feelings about the brand from the target audience. If an advertisement is effective it will be able to persuade its target audience. The persuasive appeals used in the Bud Light Party advertisement are source likeability, humor appeal, and appeal to broad cultural values, specifically patriotism. This paper will analyze how these three persuasive appeals can make an advertisement successful by grabbing the attention of its target audience, the millennial generation, making them more likely to have purchase intentions due a connection made between the advertisement
Art and substance are sometimes concomitant. One verdant drink, Absinthe, is a landmark to an era long passed among the modern age’s most brilliant artistic minds. Although originally used for medicinal treatment, it was consumed ravenously by such famous individuals such as Hemingway, Van Gogh, Degas in Parisian cafes. However, the rise of the prohibitionist movement and fear of its narcotic effects led to its ban across western Europe in 1915. Nevertheless, its resurging popularity stands as a testament to a yearning of the radicalism and change at the turn of the century.
As a sub-claim, Barnett and Gleick illustrate how marketing and false advertising play a major role in the creation of the grandiose image of bottled water. As a ground Barnett states, how “Aquafina” gets their water from the Detroit River”, however places “snow-capped mountain peaks” on its labels, while “Everest Water” comes from “Corpus Christi, not Mt. Everest”, and “Glacier Clear Water” is actually “tap water from Greeneville, Tennessee” (Barnett 34). Barnett states the actual sources of well-known bottling companies, which are consumed by many people on a daily basis. Reading this information allows the audience to reconsider their previous beliefs on bottled water and not base all their judgment on labels. Another ground used by Barnett, is how a beverage analyst, Hemphill, believes “consumers base their bottles-water decisions on three things: convenience, the packaging, and the price as more important than whether its drinking water or spring water” (Barnett 35). This ground illustrates the superficiality of water bottles, where the image of the bottle is more important than the actual content. Barnett uses the analyst to convince her audience of the business in water bottles; not a necessity anymore, but a
The intention of making the manufacturing, transportation, and sale of liquor illegal was to improve the lives of all Americans, to protect families, individuals, and society as a whole from the dangerous affects of alcohol abuse (Burns). This caused many faith driven Americans to rethink their morality and the def...
“Every day in America, another 27 people die as a result of drunk driving crashes” (MADD). Budweiser, one of the first national beer brands founded in America, is currently the number three beer brand in the United States. In their “Friends are Waiting” commercial, the viewers see the emotional connection between an affectionate owner and his playful dog. This commercial mainly targets young adults because it is more likely for them to go out and drink. By using these rhetorical appeals: ethos, pathos, and logos; the Budweiser team persuades the readers to always come back home because someone is waiting.
Advertising is so prominent in American culture, and even the world at large, that this media form becomes reflective of the values and expectations of the nation’s society at large.
Many Americans, religious leaders, and political leaders saw alcohol as the key to all that was evil, a curse on the nation. Significant numbers of people believed that the consumption of alcoholic beverages presented a serious threat to the integrity of their most vital foundations, especially the family (“Prohibition” 846).
The ad appears in Adbusters Magazine, a web page created by The Adbusters Media. This is a Canadian foundation that uses ads to fight issues in society like smoking and alcoholism. For example, in this case they are discrediting the Absolut vodka brand, creating a mockery ad against the product...
Texts are political. Political in the sense that they produce messages that carry specific ideas and beliefs targeted toward a certain thinking body of people. A familiar phrase in America is, “art imitates life.” It defines life as essential to art, but can we say the reverse? Could life imitate art? The semantics of the phrase seem too ambiguous for such a statement. What is the definition of art, of life? The phrase suggests that art reinforces cultural and social beliefs by using the verb imitate. If art imitates life, then life imitates art. The verb is reflexive and positioned in the middle of the two words it is reflecting. It is true then, the language speaks for itself, and this political statement can be used as a tool to find the underlying cultural belief within a text.
Warsh, Cheryl Krasnick. ""John Barleycorn Must Die": An Introduction to the Social History of Alcohol ." In Drink in Canada: Historical Essays , by Cheryl Karsnick Warsh, 3-26. Montreal: McGill-Queen's University Press, 1993. (SUNY Stony Brook HV 5306.D75 1993)