In an Absolut world...

Chapter seven really spoke to me: It talks about everything that we as communication majors/students of communication are encouraged to notice. Advertising is a big part of contemporary culture, and influences society much more than we can comfortably admit. It is the art, the voice, the reflection of our generation. While one can point out the obvious facts such as consumerism and humor, a bigger part of images in advertising is subliminal. The textbook talks about "guerilla marketing", "the marketing of coolness", and "anti-ads". These topics all speak of the need of the current generation of consumers for something real and interactive: advertising that causes them to "think" so that they can escape the banality of their daily lives. 

Lately, ads released by brands that have a surer footing in the economy (as small companies cannot afford the risk of having a public opinion) have taken to broadcasting a message- be it political, social, intellectual, whatever. The point of advertising is no longer simply to sell a product: it is to inspire the population, to jolt their minds, to stretch their capacity for independent thought. As an optimist, I would link this to the increasingly cerebral direction in which our society is headed. However, as a realist, I would point out that ads that make us think are remembered for a longer time, as they have a greater impact on us. 

The most obvious example of this (out of hundreds of others!), would be the new Absolut Vodka ad. THey have used a song that is considered alternative, which immediately puts them in a favorable position in the eyes of youth: this is the marketing of coolness. The ad itself does not speak of alcohol (unlike alcohol ads of the 90s and early 2000s, which leaned towards a relaxed/party atmosphere), but of the bigger picture. The tagline is: "Doing things differently leads to something exceptional.... in an Absolut world". The message, of course, is that Absolut Vodka is different, better, than other brands of vodka. However, the overall message conveyed by the advertisement is of hope and inspiration. 

Check out the link and judge for yourselves: Does this advertisement (and, as I mentioned, there are thousands of others with similar themes) cross the line from "marketing gimmick" to "art"?

http://www.youtube.com/watch?v=wRYvRdPKbhA

Another example of advertising with a socio-political message can be seen, as we discussed during the first 

few weeks of class, in the various print ads of United Colors of Benetton.

https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEglwt7CNyRl9fm8sWO9KCuCnkYq0MoqULalsEZKVY-udCM7bapq1AxsjNKa1ju4gFc56qJsBwd2MiAj3wl1b9qmQTwM95KhAn7RMyOga57GOOwZiKVDoUFP9zeM4H4hqeNdVgHahLnwsCU/s400/Benetton+ad.jpg

https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjUnl-VZL5OVSkRKpFnEdkH94pvDAyb0OcHt9RobzzB5YcJvvDUu36ZHSKoI4gCzfs7cT4oUKmU62DaDrc_0d1qVcMtEW50gG0MnLNuGRGn4zz7yRtpeuurNkUZejZuEjKAdQ2GaCpcc40/s200/benetton_3hearts.jpg

Can these too be considered art, or a reflection of or commentary on contemporary society?