My advertisement was originally from Sports Illustrated, but I found it on the Internet. It is for Three Olives brand Vodka, and consists of a beautiful woman in high heels and a black dress seductively crouching in a martini glass next to the caption “What’s in your martini?” This is a very effective advertisement for its intended audience. The audience, men between the ages of 21 and 40, will notice this advertisement even casually flipping through the magazine. The dark backdrop makes the martini glass stand out and draws the viewers’ focus to it. After spending a few seconds looking at the woman, the viewer’s gaze will then move to the lettering. This phrase implies that by drinking this particular brand of vodka, you too can have a woman as gorgeous as the one in the glass. The reader’s eye will then continue down the same line to the actual bottle of vodka. This is where the advertiser shows its label and presents the numerous awards they have won.
If you’re a member of the desired audience, the advertisement is very effective. The claim is implied with the cause and effect that if you drink this brand of alcohol, you will be with beautiful women. There is not much evidence, but then again not much is needed. The ad is very straightforward and to the point for the viewer. The entire message comes back to the picture of what is in the martini glass. That one image warrants the claim and makes the ad work. The quote is just a piece of support that serves as a transition between the image of the glass and actual bottle. Readers of Sports Illustrated are most likely going to overlap with the ad’s intended audience, so the ad turns out to be extremely effective.
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3 comments:
Joseph, even though you didn't have a copy of the advertisement on your blog you described it in such detail that i could picture exactly what it looked like.. and she's hot! i should go back and describe mine because it made your analysis so much more comprehesible to the reader.
Well done. And since I do have the actual ad, I can say it is pretty accurate as well. One little comment though: do you really believe the advertizer only had men between 21 and 40 in mind? If yes, what made you pick this ad as effective?:-)
Your description of the ad is great, they are so common and with the description its like looking at it. I think your analysis was pretty accurate, except I think you let the legal drinking age get in the way. This ad may be a way of targeting any male with an interest in women, particularly more impressionable ones, like kids our age. I like also, the way you considered that it was in sports illustrated.
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