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The advertisement plays an important role in the promotion of the product and its advancement in the market. In this respect, the quality and effectiveness of the advertisement is crucial. On analyzing the advertisement of Absolut, it is important to lay emphasis on the fact that the advertisement basically meets expectation of its target customer group and attracts the attention of the audience to the product being advertised. At the same time, it should be said that to maximize the effectiveness of advertising, it is necessary to take into consideration all details involved in the advertisement and presentation of the product to the audience.
First of all, it should be said that Absolut is the product which aims at the adult custom group, i.e. people who can and do consume alcohol. At the same time, taking into consideration the setting and background in which the bottle and glass of Absolut appear, it is possible to presuppose that Absolut targets at the premium segment of the market. To put it more precisely, the advertisement puts Absolut in the setting of a kind of royal palace, with old and aristocratic furniture and old-fashioned decorated walls increase the impression that the product is placed in some aristocratic setting. The audience can hardly keep from perceiving Absolut as a drink consumed by representatives of upper classes of the society.
In such a context, coloring plays an important role because it creates the impression of balance and harmony between the drink and its environment. In fact, the same colors are used on the bottle of Absolut and on the background. In such a way, the bottle, being place in front, matches perfectly its environment. Therefore, the advertisement stresses the perfectness of the drink. At the same time, such a choice of colors contributes to the formation of the positive view on the product because it proves that developers of the product do have taste. Hence, the audience should have no doubts in the quality of the product.
In this regard, captions and the message conveyed in the written form stress that Absolut is the product of the absolute quality. To put it more precisely, the writing stresses that Absolut is an excellent drink with a perfect blend in an absolut world. The developers of advertising intentionally use bold font to stress the exclusiveness and perfectness of Aboslut. In addition, they use stylistic devices such as word play when Absolut is synonymous to absolute quality and taste.
In such a way, the advertisement explicitly shows the product, alcoholic drink Absolut, but implicity the advertisement conveys the message that Abolut makes the audience closer to the upper class, elite. Therefore, the advertisement encourages connoisseurs to buy Absolut which is not only the market of a good taste but also the marker of a high social status of an individual. The advertisement uses effectively both visual and textual messages to persuade the audience in the perfectness and nobleness of Absolut. In addition, the advertisement reaches its target customer group, the adult population with a high level of income because it is apparently destined to and refers to values typical for representatives of the middle- and upper-classes.
Thus, the advertisement of Absolut meets its basic goals because it reaches the target audience, creates a positive image of the product and encourages customers to buy the product.