Tuesday, November 25, 2008
An Absolut World
Absolut Vodka is famous for its humorous and unique ads that try to reach to its consumers in a very clever and creative way. The designs created for the bottle try to create an “absolute” reality or fantasy for its target market. In this particular ad that has caught my eye many times in magazines represents an “absolute” world for women, where men are the ones who would have to suffer the pains and realities of pregnancy. You can see why I liked this ad.
Browsing at a couple of other Absolut prints there was an obvious trend. The designs and messages on the bottle are different on every advertisement playing on two different realities: the real and the “Absolute” real. Baudrillard’s “hyperreal” can be expressed in these images used as simulations of actual objects or things in real life that are digitally skewed to create a satirical picture incorporating in some way or the other, the desires and fantasies of the target audience. Specifically, the ad I chose presents to the audience something that simulates a world that cannot exist and the awareness to this impossibility may at the same time make this ad so effective in reaching the targeted consumer. These funny and clever print ads produced by Absolut make good use of “enhanced reality” through digital modification to produce a connection with its target audience. It is ironic since they deliberately distort “real” images to sell their product and twist them to make them so acceptable and entertaining to look at.
Browsing at a couple of other Absolut prints there was an obvious trend. The designs and messages on the bottle are different on every advertisement playing on two different realities: the real and the “Absolute” real. Baudrillard’s “hyperreal” can be expressed in these images used as simulations of actual objects or things in real life that are digitally skewed to create a satirical picture incorporating in some way or the other, the desires and fantasies of the target audience. Specifically, the ad I chose presents to the audience something that simulates a world that cannot exist and the awareness to this impossibility may at the same time make this ad so effective in reaching the targeted consumer. These funny and clever print ads produced by Absolut make good use of “enhanced reality” through digital modification to produce a connection with its target audience. It is ironic since they deliberately distort “real” images to sell their product and twist them to make them so acceptable and entertaining to look at.
# posted by Elizabeth Kim @ 7:18 PM 
