Absolue Appeal Essay, Research Paper

Absolut Appeal

Everyone who has flipped through a magazine recently has found some wit in the latest creative activity of Absolut Art that has bombarded Absolut Vodka onto the shelves of every spirits shop and the heads of every vodka drinker about. These series of advertizements show a bottle of Absolut Vodka smartly disguised or incorporated into a image or picture. These advertizements have become so amusive that there is a Society devoted to roll uping and construing these advertizements. There is even a new signifier of modern-day art known as Absolut Art that consists of creative persons who paint new advertizements as their signifier of artistic look or possibly worship of Absolut Vodka. Absolut Vodka uses a alone manner of advertisement that portrays the vodka in an artistic and humourous manner of get awaying the mundane problems of world. Absolut Vodka s manner of advertisement helps their advertizements to be noticed better and remembered longer. Absolut Vodka besides shows the vodka as an upscale intoxicant by taking their advertizements at upscale activities such as golfing, gaming, or going. Absolut Vodka is besides portrayed as a agency of flight. These activities, such as golfing, gaming, or going, can all be interpreted as signifiers of flight.

Absolut Vodka has many schemes in their advertizements. The thought of concealment or integrating the bottle in images and pictures draws a possible client s eyes and attending to the bottle. It can take rather some clip until the image of the bottle is found in the advertizement, and this keeps the consumer s eyes on the advertizement longer. Because these advertizements are entertaining, they stay present in the consumer s head longer so a factual advertizement would for the same merchandise. These advertizements are considered by many as a signifier of art and are admired as a signifier of art. Peoples who make their ain advertizements, collect the advertizements, or think of the advertizement while imbibing Absolut Vodka have all subconsciously given into the Absolut Appeal. ( ad 1 )

The motto printed on the forepart of every Absolut Vodka bottle spells out a strong tradition of premium Swedish Vodka. This superb vodka was distilled from grain grown in the rich Fieldss of Southern Sweden. It was produced at the celebrated old distilleries near Ahus in conformity with more so 400 old ages of Swedish tradition. Vodka has been sld under the name Absolut since 1879. This alone sets the consumer s head that this is a really upscale and posh vodka. This thought of and upscale and posh vodka is besides portrayed through the advertizements. In the advertizement for Absolut 19th ( ad 2 ) , an Absolut bottle is shown as a golf hole in a golf class from an ariel position. The manner the hole is laid out, the beautiful landscape, and lake environing it all give the feeling that this golf class would be really expensive to play on. This gives the consumer the feeling that people that play on really expensive golf classs are the types of people who would imbibe Absolut Vodka. In the advertizement for Absolut Venice ( ad 3 ) , a group of birds on the land of a beautiful scene in Venice are gathered in the form of an Absolut bottle. This advertizement shows the desire to go and see fantastic topographic points. Traveling to topographic points, such as Venice, is normally an activity reserved for the upscale or posh. In the advertizement for Absolut Monte Carlo ( ad 4 ) , a gaming tabular array has tak

en the form of an Absolut bottle. This shows that gamblers are associated with imbibing Absolut Vodka. Gambling, particularly in Monte Carlo, is most surely an activity that has been reserved for the upscale and posh. All of these advertizements help to demo Absolut Vodka in a sense that it will be associated with upscale and posh activities and consumers. However, these upscale and posh consumers can frequently necessitate a signifier of flight in their universe as good.

All of the above advertizements show activities that can be viewed as a signifier of flight. Jim Fowles noted how advertizers go after a consumer s demand to get away in his essay Advertising s Fifteen Basic Appeals, Freedom is the pitch here, the freedom that every person yearns for whenever life becomes excessively oppressive ( Fowles 71 ) . Absolut Vodka surely presents an flight for whenever life becomes excessively oppressive through the activities and state of affairss portrayed in their advertizements. After a long twenty-four hours at the office, the consumer may desire to travel out and hit a unit of ammunition of golf, or after shuting a large trade the consumer may desire to run off to some alien location and relax for awhile. Absolut has associated itself with all of these signifiers of flight, but it has besides associated itself as the signifier of flight from the labors of mundane life. In the advertizement for Absolut Citron ( ad 5 ) , a figure of taxi cabs caught in a traffic jam have been aligned to organize the form of an Absolut bottle. This advertizement shows a modern twenty-four hours state of affairs that causes emphasis and makes the consumer experience a demand for flight. The advertizement seems to state that after a long trip in a cab coming place from work, Absolut Vodka will assist you acquire rid of your emphasis. Another advertizement besides shows the demand for flight really good. In the advertizement Absolut * % @ */ @ # ( ad 6 ) , a shoe is shown with a big measure of gum stuck to the underside of it, where the form of the gum resembles the form of an Absolut bottle. The shoe shown is a shoe that would normally be worn with a suit, and we get the feeling that proprietor of the shoe is on his manner to or from work. In this instance the advertizement seems to state that if you ruin your good places by stepping in some gum, Absolut Vodka can assist take that emphasis off. These advertizements help to tie in Absolut Vodka with mundane concerns and offers Absolut Vodka as a manner out of these mundane jobs.

Absolut Vodka has undertaken one of the most superb advertisement runs of modern-day advertisement. The orderly images and graphics ever seem to catch our attending and leave a permanent feeling on us. It is found much easier to retrieve a image or a gag so merely simple facts. Absolut Vodka has managed to unite a image and a gag into one superb advertisement run. In these advertizements Absolut Vodka leaves a permanent feeling in your head, conveys an blue presence of Absolut Vodka, and offers Absolut Vodka as a agency of flight for many of our modern twenty-four hours jobs and emphasiss. Through this alone advertisement run, Absolut Vodka has decidedly found its manner into the heads, and oral cavities, of most drinkers. These advertizements clearly demonstrate why Absolut Vodka has such an Absolut Appeal.

Plants Cited

Fowles, Jim. Advertisings Fifteen Basic Appeals. Common Culture: Reading and Writing About American Popular Culture. Eds. Michael Petrracca and Madeline Sorapore.

Upper Saddle River: Prentice Hall, 1998. 60-77