Classical Analysis
Alyssa Huskinson COMS 100B, Fall 2012 8 October 2012 Classical Analysis In an Absolut World Absolut vodka is based on 500 years of tradition originating in Sweden. Under the original name “Absolut rent branvin,” which means “absolutely pure vodka,” Absolut was introduced in the United States in 1979 and since has become one of the world’s most famous spirits. The advertisement campaign, In an Absolut World, was just another successful entry in the company’s advertising history, and Absolut advertising continues to be recognized as pure genius (cite).
The purpose of the In an Absolut World campaign was to convey the idea that Absolut is indeed in a world of its own. The campaign challenges customary view points by presenting a refreshing optimistic perspective of everyday life, in a world of its own. One specific artifact, called the “taxi” piece, illustrates a few people leaving a bar and having to navigate the aisles of persuasion by choosing which cab to take home (since, in this particular world there is a sea of taxis from which to choose).
The question to be answered remains: what if everything in the “real” world was a little more “Absolut” and perfect? The message presented across the various examples within the campaign remains constant, as to reveal a work of art, for the audience to explore and communicate within the world of Absolut. Kenneth Burke (year) defined the rhetorical function of language as “a symbolic means of inducing cooperation in beings that by nature respond to symbols” (p. #).
If this campaign sparks any response in beings, then according to Burke, in an Absolut/absolute world, the power of language is identification. This campaign visually indentifies the language of the text as being luminescent, while asking a question about what would happen if everything in the real world could be perfect. The allure of Absolut vodka captivates the audience by conveying a unique invitation to be a part of the Absolut World. With the inception of the Internet and increased availability, advertisements have the opportunity to influence society in a tremendous way.
In these advertisements, “Drinkers are invited to imbibe ‘in an Absolut World,’ a fanciful, even surreal, place where common sense prevails and just deserts are always on the menu,” (Elliot, 2007, p. #). The advertisements in the campaign were created to show the view of Absolut’s World, so that the consumer has the opportunity to respond and react. [You’ve given us a somewhat abrupt transition from campaign-level (general) to artifact-level (specific)…try to ease me into it a bit more gently.
I think a new paragraph is in order as well. ] The basis of the content in the artifact being analyzed here represents an example of the perfect world as Absolut sees it; in this example, a parking lot is full of taxis lined up and ready to go, and the patrons of the bar have multiple options for transportation home (none of which include driving themselves). The scene in this artifact takes place at night, under the glow of the street lights, which capture the mystic notion of the evening lifestyle.
The taxis here are symbols for transportation, but they also portray the message of the Absolut World. [This last statement is quite powerful, but I don’t feel as if you developed it enough to leave it alone yet. What do you mean that they portray the message? Here’s what I THINK you’re saying: the taxis are how we know that we are viewing an idealized world, not the real world. In an idealized world, no one who enjoyed Absolut would have to worry about how she/he would get home safely, because the taxis would be there.
The taxis deliver to real viewers and the fictional people in the artifact. ] This powerful campaign provides a framework for the culture of Absolut to establish a different viewpoint about the world in which people live; not only does this campaign function on multiple business levels, but it also speaks to consumers on a personal level by capturing pure emotions. This artifact depicts the desire for the perfect life. If taxis were always available, then would there be less drinking and driving? Could the Absolut world be the answer to drinking and driving?
Given the opportunity, would people still take taxis home from the bar or use a designated driver, or is this notion of “absolute safety” real only In an Absolut world? According to the Center for Disease and Control (year), U. S. drivers got behind the wheel after drinking too much about 112 million times in 2010; of those 112 million, 4 out of 5 men were responsible (81%) for that statistic. [I think you should mention here that one way to ensure a complete end of drinking and driving would be to end drinking; however, such a solution would be ighly negative to Absolut’s bottom line, which is why a perfect world according to Absolut still has drinking in it. The fact that they would ignore one solution to the social problem (drinking and driving) while advocating a second solution calls their credibility (ETHOS) into question, which also damages the effectiveness of the artifact. Don’t forget to connect to your method! ] Given the description, then, doing things differently can lead to extraordinary growth. Absolut’s message promotes a different impression of the brand.
To establish this kind of message, it can be anticipated that it is useful to recall the past and to make guesses at the future (Stoner & Perkins, 2005). The In an Absolut World campaign comes from a credible company; the new campaign started after the successful 25 year run of another campaign, “Absolut _______” (which included memorable pieces such as “_____” and “_____”) (cite). [It’s another point about ethos, as far as I see it. Absolut built on the credibility it had from the “Absolut ______” campaign to convince the audience to accept the “Absolut World” concept. Cicero’s canon of invention proves to be a useful lens with which to view and understand the artifact; given that the purpose of the piece is persuasion, the rhetor uses pathos and logos to enhance the article (in addition to the previously mentioned ethos that is also used). The need for a sober driver in any given situation is a logical argument. As indicated by the artifact’s warning to “Enjoy with Absolut Responsibility,” the company knows that drinking and driving leads to X deaths in the United States annually (cite).
Absolut’s advocacy for a world where drinking and driving never mix is a suggestion based upon sound logic, and Absolut hopes the audience will respond favorably to that logic. Also, the artifact maintains a call of action to join the Absolut World—and in this perfect world, the creators ask their consumers to maintain the illusion. According to the New Scientist article, persuasion is a key element of all human interaction, from politics to marketing to everyday dealings with friends, family and colleagues. Persuasion is a basic form of social interaction,” says Eric Knowles (year), or a way in which people “build consensus and a common purpose” (p. #). Therefore, Absolut needs those who view the artifact to be persuaded not just to buy Absolut vodka, but also to believe in Absolut’s version of the world, in an attempt to bring that “Absolut” world to reality. Such lofty goals require expert use of ethos, pathos, and logos. According to Kenyon and Hutchinson (2007), Absolut advertisements include various socio-cultural references.
The artifact simultaneously requests the responsibility of viewers in the real world, and celebrates the responsibility of the participants in the Absolut world. [Again, a really elegant point, but the explanation that followed, the part you wrote (and I deleted), did not help make that great point concrete. Instead, you should point to pathos. The people in the Absolut world are presented as smart, responsible, and fun (you would include examples from the text to make that point…they are smiling and safe…whatever).
The viewer in the real world wants to be seen as smart, responsible, and fun. Absolut creates here a feeling of wanting to be included and celebrated, which once again draws the audience closer to the brand. ] Absolut vodka has managed to maintain (and grow) the brand’s credibility, the emotions of the audience, and the logic of the message; therefore, the “In an Absolut World” taxi artifact is a successful example that builds a world of its own.
This campaign and this artifact specifically make the viewer excited about the perfect world, while accepting and participating in the real world. Thus, the artifact has two results: the viewer feels positive about Absolut and may choose Absolut over another vodka brand, and the viewer might choose to embrace the Absolut world and the Absolut responsibility of avoiding drinking and driving. Would it really be so bad if the Absolut World intertwined with reality?
Life is not designed to be easy, but if in fact it was the perfect, then imagine how different society would be. [Alyssa, you have lovely ideas…you just need to work on making the ideas full and complete, and then making sure your organization is seamless and smooth. ] +168/200. Works Cited Burke, G. K. (1932) “Towards a Better Life: Being a Series Epistles or Declamations, a Novel,” Harcourt, Brace and Company Ltd. CDC Features – Drinking and Driving: A Threat to Everyone. (n. d. ). Centers for Disease Control and Prevention.
Retrieved October 5, 2012, from http://www. cdc. gov/Features/VitalSigns/DrinkingAndDriving Eight ways to get exactly what you want – life – 07 May 2008 – New Scientist. (n. d. ). Science news and science jobs from New Scientist – New Scientist. Retrieved October 5, 2012, from http://www. newscientist. com/article/mg19826551. 400-eight-ways-to-get-exactly-what-you-want. html Elliot, S. (2007, April 27) “In an ‘Absolut World,’ a Vodka Could Use the Same Ads for More Than 25 Years,” The New York Times. Retrieved Oct. 3, 2012. www. nytimes. com. Kenyon, J.
A. , & Hutchinson, L. P. (2007) “Exploring rhetoric: alcohol and Absolut Vodka advertisements,” British Food Journal, Vol. 109 Iss: 8, pp. 594 – 607. Retrieved Oct. 3, 2012. www. emeraldinsight. com. Stoner, R. M. , & Perkins, J. S. (2005). “Making Sense of Messages: A Critical Apprenticeship in Rhetorical Criticism,” California State University pearsonhighered. com/educator/academic/product/0,3110,0205564518,00. html The official ABSOLUT website. (n. d. ). The official ABSOLUT website. Retrieved October 5, 2012, from http://www. absolut. com
