Alcohol Deconstruction

           In making my observations of this add and a couple of others, I went thru the housekeeping list we reviewed for ‘deconstruction’ of alcohol ads. Forgive me if I do not go in the exact same order as the model did, but I intend on addressing the underlying messages along with the perceptions which are created amongst society.  In a revenue seeking economy, the purpose of advertisements is to move products and generate revenue. The advertising companies are cognizant of what the consumer wants and they portray it through their ads. The advertisers make their ads appealing, enticing and speak of glorious promises. It is not uncommon for most alcohol ads to send similar messages about fun and sex. 

First and foremost, the two ads I have attached to this file are both made and sponsored by their respective companies, Jose Cuervo and Sky. These ads both are to attract the younger generation.  By looking at these pictures, you immediately think that drinking either of these alcoholic beverages brings some type of sexual act. While Cuervo’s is more free spirited and Sky is more submissive and affluent, there is still that underlying message.

     

For the rest of this deconstruction I want to focus on Cuervo. “PURSUE YOUR DAY DREAMS.” Well, that is quite a statement to make on an alcoholic advertisement campaign. This ad says, hey all of you young hotties, come drink this and your dreams will be answered.   The advertisers creates a promising illusion with the use of lighting and with the angel of the camera. The theme is bright and sunny and the camera is angled so that you can see the uniting of their bodies in a provocative position which can be deemed as sexual.  Basically saying that by consuming this alcohol will give you sex appeal and good times. The alcohol is portrayed to us as a signifier in this ad in which we associate alcohol with a fun loving time.

I am sure that my feelings differ from some of those who are attracted to purchase this tequilla, primarily because I am not a drinker but also because I knew I was suppose to pick this advertisement apart. However, if I was in my 20s and wanting to have fun, I would look at these advertisements as a day to play in the sun. To me, these advertisements represent fun and free spirited. What I do find interesting is the fact that beer advertisements generally do not go for the sex appeal. Most beer ads go for relaxation and maybe a laid back sport. Very seldom do you find a Budweiser advertisement promoting a wild time. I have found that beer advertisements portray the atmosphere of laid back and responsible drinking.  As a matter of fact Budweiser has been known for using their talking frogs, gorgeous Clydesdales and most recently that sweet dog on the farm. On the flip side, when I examined the Curveo ad, I examined an advertisement that represents the casualness of a sunny beach filled day, romping around in a bikini, laughing and loving, all with that the bottle is strategically placed where the two bodies unite, signifying an intimate encounter. The advertisers trigger the brain to think: fun, carefree, playful, happy, and incredible…times.  The goal of the advertisement works.

The reality is that the glamour of the advertisement is induced by the alcohol which does not portray what negative consequences could bring because of that frolicking day. Imagine if the advertisers had this ad and then to the side of it a picture of either a fatal car crash or a possible drowning? There are no negative ramifications even insinuated in this ad, only that the possibilities for happiness are abundant.

Cultural studies would support the ideology that buying alcohol will make your dreams a reality and regardless of what the consumer thinks, subconsciously the buyer will believe that this drink will reward them with pleasure.

The media has portrayed this alcohol as a pleasure inducing event without any negative connotation. “Information and images delivered by mass media is no longer information. It is a commodity saturated by fantasized themes. Mass audiences are nothing more than consumers of such commodities (Griffin, 2009, p. 330).”  Essentially, this product has become the ‘commodity’ which will deliver the desires to the consumer once ingested.  

With all of the federal regulations on alcohol advertisements there are still naysayers that insist that alcohol advertisements do not coax people to drink more or excessively, rather they claim that the advertisements helps the consumer to chose their brand over another (UTNews, 2015).  As of right now, the jury is out and I am not buying it.

References

Griffin, E. (2009). A first look at communication theory. New York,: McGraw-Hill.

UTNews (March 25, 2015) Alcohol advertising has little effect on overall consumption, study finds. Retrieved from: https://news.utexas.edu/2015/03/25/alcohol-advertising-has-little-effect-on-overall-consumption