Homework #3 (Post number 6): Absolut Advertising

The brand I have chosen for my advertisement is - Absolut Vodka

Absolut Vodka uses ingenious concepts in their advertisements, especially if one looks at their "In an Absolut world" ad campaign. I have chosen an ad from the above mentioned campaign for analysis:

 The  persuasion technique used dominantly in this ad is Humor. This ad tries to portray a perfect world, an absolute world to women - a world in which men get pregnant and not women.

I am certain, if women were to see this ad, they would definitely relate to a pregnant man making the world a better, perfecter place to live in. 

“The new campaign visually answers the question: what if everything in the world was a little bit more Absolut? It’s not necessarily about perfection, but about making the world better by seeing it with fresh eyes."said Rob Smiley, Creative Director at TBWA/Chiat/Day/New York
(retrieved from: LINK : http://theinspirationroom.com/daily/2007/advertising-in-an-absolut-world/)

This ad uses humor to focus on the message that since the perfections shown in the ad are clearly impossible (a pregnant man),Absolut vodka is the closest thing to perfection one can find in this world, hence marketing their product - Absolut Vodka.
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A few more ads from the campaign that employ the similar tool of humor and require the viewer to decode the image in some way and result in a "Aha! I get it!" reaction are listed below:

1. In an Absolut world, a politician's nose would grow when he lies, thereby informing the public of his devious ways.

2. In an Absolut world, "the perfect man" would come in a box and could be assembled ( he would also have six pack abs, know how to play the guitar and shower his woman with flowers).

3. In an Absolut world, global warming would be fixed by throwing ice cubes on the Earth.

 

4. In an Absolut world, you'd never have to look for cabs, they'd just be there.