Alcohol Advertisement, Essay Example

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Essay

The alcohol ad for “The Macallan,” a single malt whiskey certainly gives an unrealistic picture.  As humans aren’t able to transform into a colorful butterfly, the ad appeals to a fantasy in order to convey their message.  Contrasted to the other businessman in the ad, the one in the fantasy is used to get the message across to the viewer of the ad.

The message is based in that of escape.  It could also be argued that it is one of freedom, happiness, and related elements, but it is grounded in “getting away from it all.”  The businessman is suddenly taken away from the stresses of daily life, and able to enjoy himself due to the drink.  Thus the promise is simple: while it may be over the top, the ad grabs the reader’s attention in order to offer an escape.

It is interesting to view the effectiveness of the ad.  To be honest, this sort of thing arguably appeals to consumers.  Plenty of advertisements for alcoholic drinks use displays of happiness, as drinkers are perceived to have fun and/or get away from normal life with such products.  Whether it’s a fantasy involving frosted steam engines delivering the perfect beer, or the common appeals to popularity, parties, and apparent fun, it has been seen before.

The ad is one that can be perceived as tasteful.  I do not particularly like it, as it appeals to something that is not necessarily about the product – such as the taste.  Rather, it appeals to something that can actually lead to alcoholism, or other negative uses of alcohol.  At the least offensive degree, it leads to the belief – and distasteful cliché – that alcohol is an escape from daily life.  That is certainly a cliché that would be helpful to destroy, as I feel that many drinkers – even the most responsible and casual of drinkers – believe that.  It is an unhealthy link, in my opinion.

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