Absolute Mandrin Vodka
http://www.nt.armstrong.edu/absolut.htm
I found this advertisement using google and searched new advertisements. This photograph is an advertisement promoting their brand Absolute to users. The company Absolute uses this style of advertising to grab as many possible consumers they can. They make great advertisements that are very proactive in gaining more and more clients to sell to.
The target audience is anybody who believes in this type of advertising. The advertisement works on a couple of levels. The beauty and scent of the freshly peeled mandarin is pleasing and pulls consumers in immediately. Fruit is healthy and aesthetically pleasing as is the design of the bottle. This product is one in which people would like to associate themselves. It would look good to serve this at a dinner party. The type faces send the message that while this might be a bit more expensive, it’s worth it. It tempts buyers to reach for the best, don’t they deserve the best.
The bold orange print reminds consumers that this isn’t what our father drank. No, ABSOLUT MANDARIN is now. I am most certainly in the target audience. I am 21 years old, although I do not drink this advertisement is aimed directly for people like me. I believe this advertisement uses the appeal of pathos. The scent of freshly peeled mandarin almost streams from the page at the first glance of the ad. Wouldn’t a mandarin orange taste good? When looked at closer, consumers see that this is another in a series of Absolut Vodka’s sensory ads: Absolut Citron, Melon, Vanilla and even Pear. Like the others the advertisement successfully uses a metaphor, comparing the product, the bottle of vodka, with a fruit in nature. In this case the claim is that Absolut Vodka shares some of the qualities of a mandarin orange: the perfection of a fruits in nature. Also effective in this series is the typography used on the bottle itself. It is at once elegant and modern.
The use of the bold shade of orange with the words ABSOLUT MANDARIN is fresh and hip. The font is clean with sharp edges. Good choice to get the words to stand out. In contrast, the wording on the bottle is portrayed in formal script. It reminds customers of lettering that might be used on a formal invitation, a wedding invitation, dinner party, etc. When people dig deep into their pockets to afford the very best. It reminds them of tradition, it tells the purchaser that the company is hip while being firmly established too. This was a hit on google when all I typed in was new advertisements. This advertisement has a strong Pathos meaning behind its purpose- making money and collecting clients.
