9/26/11 Second Ad
Step 1
It is passionate, joyful, sensual, warm and suggestive.
In the ad there is a young and white couple. They look happy and in love, they have a fresh and summer style.
The camera that has been used in the ad seems to be in a mid angle, close to the couple.
The lighting in the ad is natural and fresh. And the colours used are black and white for the main picture, and then golden colours for bottom of the ad.
There are different text lines. The main one says 'Pursue your daydreams', in black. On the bottom of the ad there is another text: 'Vive Cuervo' in black, too, with the brand name (Cuervo) in a different font. There is also a small line of text, advicing consumers to drink with moderation.
Step 2
The product being sold is 'Cuervo Rum', an alcoholic drink.
I don't find the product appealing, because I don't drink alcohol.
The target audience of this advertisement are thae adults over 21, but younger than 35 mostly.
This ad associates love, relax, happiness with the product that is being sold. I don't think it works, at least it does not work on me. But there is a joyful sensation that comes to the consumer as first impression.
Step 3
I think there is not any assumption related to gender or race in the ad. There is anyway an assumtion beyond the ad message which considerates that the alcohol gives good things as success on relationships (and confidence), happiness,...
Step 4
The message of the ad creates an expectation for the people that could be unrealistic. This is the expectation of success in relationships and love. By using this, along with the text, that tries to exhort the consumers to be in some way 'rebel', the ad tries to sell the product, which has very little to do with this expectations actually.
Since we are talking about alcohol, the ad is probably socially responsible, because the product has harmful consequences for health, so it should not be sold and advertise as other product.
Step 1It is passionate, joyful, sensual, warm and suggestive.
In the ad there is a young and white couple. They look happy and in love, they have a fresh and summer style.
The camera that has been used in the ad seems to be in a mid angle, close to the couple.
The lighting in the ad is natural and fresh. And the colours used are black and white for the main picture, and then golden colours for bottom of the ad.
There are different text lines. The main one says 'Pursue your daydreams', in black. On the bottom of the ad there is another text: 'Vive Cuervo' in black, too, with the brand name (Cuervo) in a different font. There is also a small line of text, advicing consumers to drink with moderation.
Step 2
The product being sold is 'Cuervo Rum', an alcoholic drink.
I don't find the product appealing, because I don't drink alcohol.
The target audience of this advertisement are thae adults over 21, but younger than 35 mostly.
This ad associates love, relax, happiness with the product that is being sold. I don't think it works, at least it does not work on me. But there is a joyful sensation that comes to the consumer as first impression.
Step 3
I think there is not any assumption related to gender or race in the ad. There is anyway an assumtion beyond the ad message which considerates that the alcohol gives good things as success on relationships (and confidence), happiness,...
Step 4
The message of the ad creates an expectation for the people that could be unrealistic. This is the expectation of success in relationships and love. By using this, along with the text, that tries to exhort the consumers to be in some way 'rebel', the ad tries to sell the product, which has very little to do with this expectations actually.
Since we are talking about alcohol, the ad is probably socially responsible, because the product has harmful consequences for health, so it should not be sold and advertise as other product.
Good assessment, and I agree that when it comes to harmful substances, the company selling them is socially responsible to consumers for the advertisments they choose to use and for the way they are then interpreted.
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