The Advertisement of Alcoholic Beverage - Essay Example

I have decided to analyze the advertisement for alcoholic beverages because there is a great choice of beverages in this market and companies have to create something extraordinary all the time to attract the attention of the target auditory. The advertisement that came to my sight was the one of whisky called Dewar`s. As this drink is so to say for a limited amount of people, the advertisement was also specific as it appealed to the taste of life of real men: good drinks, expensive suits and success in life of course.

That is why this whisky was advertised by Quentin Tarantino known as the most daring and unpredictable director in Hollywood. It became obvious that the drink corresponds to the character of this director- bold, outrageous, and manly so he served as a literal symbol of the beverage and its most typical consumer. It is well known that consumers tend to associate themselves with those whom they see in the advertisement. Tarantino is therefore a cult figure for numerous cinema fans because he created the image of the perfect gangster in a suit, and such life seems attractive to many.

All in all, whisky is often perceived as a beverage for real men because it contains a high percentage of alcohol. So basically one can get drunk very fast with whisky which is why only those who know how to drink it right usually choose this beverage. Whisky is often served with ice and is drunk slowly in the company of good friends. Dewar hints with this advertisement that the beverage is for those men who value style and quality and who can choose the best in any situation. Whisky is also the type of beverage for which the age is important- the longer it is kept the better it is eventually.

So Dewer`s teaches its consumers to appreciate not only status and quality but time as well. The message of the ad is clear: Tarantino is sitting in a dark room of some luxurious restaurant on a leather sofa drinking his glass of Dewar`s with ice. This image implies everything that most men probably want when they dream of status and money. The appearance of Quentin in the ad symbolizes that in this stage of recognition and success people do not need attention; they need their good old glass of whisky to savour life.

The motto of the advertisement fits the overall mood “There are two types of people in this world, those who are planning to do something and those who do”. This slogan is some kind of a call for action for most men because action is the only possible way to achievement, and we, people living in the Western world built on consumerism need to achieve more and more throughout life to feel more. In this perspective, whisky Dewar symbolizes one of the things that come with success, fame, and financial independence in life.

It is the product that proclaims status as much as expensive cars and watches.