Absolue Appeal Essay Research Paper Absolut Appeal — страница 2

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well. All of the above advertisements show activities that can be viewed as a form of escape. Jim Fowles noted how advertisers go after a consumer s need to escape in his essay Advertising s Fifteen Basic Appeals, Freedom is the pitch here, the freedom that every individual yearns for whenever life becomes too oppressive (Fowles 71). Absolut Vodka certainly presents an escape for whenever life becomes too oppressive through the activities and situations portrayed in their advertisements. After a long day at the office, the consumer may want to go out and shoot a round of golf, or after closing a big deal the consumer may want to run off to some exotic location and relax for awhile. Absolut has associated itself with all of these forms of escape, but it has also associated itself

as the form of escape from the toils of everyday life. In the advertisement for Absolut Citron (ad 5), a number of taxi cabs caught in a traffic jam have been aligned to form the shape of an Absolut bottle. This advertisement shows a modern day situation that causes stress and makes the consumer feel a need for escape. The advertisement seems to say that after a long trip in a cab coming home from work, Absolut Vodka will help you get rid of your stress. Another advertisement also shows the need for escape very well. In the advertisement Absolut *%@*/@#(ad 6), a shoe is shown with a large quantity of gum stuck to the bottom of it, where the shape of the gum resembles the shape of an Absolut bottle. The shoe shown is a shoe that would commonly be worn with a suit, and we get the

impression that owner of the shoe is on his way to or from work. In this case the advertisement seems to say that if you ruin your good shoes by stepping in some gum, Absolut Vodka can help take that stress away. These advertisements help to associate Absolut Vodka with everyday worries and offers Absolut Vodka as a way out of these everyday problems. Absolut Vodka has undertaken one of the most brilliant advertisement campaigns of contemporary advertising. The neat pictures and artwork always seem to grab our attention and leave a lasting impression on us. It is found much easier to remember a picture or a joke then just simple facts. Absolut Vodka has managed to combine a picture and a joke into one brilliant advertising campaign. In these advertisements Absolut Vodka leaves a

lasting impression in your mind, conveys an aristocratic presence of Absolut Vodka, and offers Absolut Vodka as a means of escape for many of our modern day problems and stresses. Through this unique advertising campaign, Absolut Vodka has definitely found its way into the minds, and mouths, of most drinkers. These advertisements clearly demonstrate why Absolut Vodka has such an Absolut Appeal. Works 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