Advertisements and the World

Topics: Advertising, Alcoholic beverage, Rum Pages: 3 (1047 words) Published: April 19, 2006
Comparison Essay

In today's advertisement rich world, advertisements are plastered throughout society; permeating every essence of life; from work to pleasure, ads can be found on anything from the smallest things we use, to the newspapers we read, advertisements really are everywhere. In all industries advertisements help to boost sales, some take them to another scale by literally littering society with them. The biggest example of this is the alcohol industry. I have taken two ads that various companies in the alcohol industry; Bacardi and Crown Royal have done, and compared and contrasted two ads, showing and explaining the various techniques, catch phrases, and creative aspects that the alcohol industry uses to catch your attention.

Bacardi. One word that describes the world's best known rum. Started in 1862 by Don Facundo Bacardi Masso. Founded in Santiago de Cuba, Cuba; its logo was created after the fruit bats that inhabited the original dwelling in Cuba where the new rum was created. Since then, Bacardi rum has grown into the largest privately held spirits company in the world, with ads running everywhere; clubs and bards the world over serving there line of drinks. With all these ads and years experience in the field of advertising, they know techniques to advertise with. As everyone has heard… Sex sells.

Sex. The ad I chose that Bacardi Created, is literally selling sex first, alcohol later. Even the catch phrase places emphasis on the sexually related theme of the advertisement. It reads as ‘Pussy cat by day. (Bacardi bat symbol) Bacardi by night.' Right from the start of the catch phrase sex is implied. Not only in an offensive and considerably sexist manner, but also with a not-so-subliminal message in the slang reference to a women's sexual organ. Even the literal interpretation happens to be sexually provocative and sexist. ‘Pussy cat by day" implies a shy, person if not perhaps slightly weak and submissive. And...
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