I chose to
analyze an alcoholic beverage advertisement. Majority of advertisements for
these types of drinks use multiple strategies of visual rhetoric to catch the
viewer’s eye. Their various methods of visual persuasion, or writing with
images, combine both words and a vivid photograph to make the advertisement
more appealing to the public. For example, in this Corona advertisement a
bottle of Corona with a juicy lime is placed as the main focus. The bottle and
lime are shown in very vivid and bright colors to draw the viewer in. This part
of the advertisement has many details, including sweat dripping down the sides
of the bottle to give the idea that the drink is extremely refreshing. To
complete the advertisement the beautiful picture of a beach has been set as the
background. The beach was a clever image to use in the advertisement because it
symbolizes relaxation and calmness. The advertiser realizes that everyone
enjoys a nice vacation in paradise and uses this knowledge to their advantage.
The illustration is used to convince the viewer that they will feel relaxed and
comforted while drinking a Corona. The slogan, “Log off. Lime In”, is used
wisely as it metaphorically explains how the drink will help to escape from the
realities and stress of everyday life and allow a person to slip away into a
calm paradise. The second half of the slogan, “find your beach”, leads a viewer
to believe that this refreshing beverage allows everyone to feel as if they
were anywhere in the world that is calm and relaxing to them. The advertiser
realizes that one person’s paradise is different from someone else’s, therefore
this phrase has the viewer using their imagination to create their own place of
happiness. Anyone viewing this ad would be interested in purchasing the drink
because they would like to see for themselves if paradise is truly only a sip
away.
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