Blog 7_Wk_4_Advertising_Consumer_Cultures_Desire

On the Ad-Busters website, my favorite ad was the "Absolute on Ice". This ad showed a dead body (well, just the foot), and had statistics about the number of deaths caused by alcohol consumption. This anti-ad is trying to warn people about the dangers of alcohol. Many people see vodka as a social, fun, and harmless drink. They do not see it as the mind and body damaging and death causing drug that it is. "Absolute on Ice" aims to challenge the stereotype that getting drunk is glamorous and safe.

According to the "Advertising, Consumer..." chapter that we read, this ad differs from regular consumer ads because it does not "aim to present an image of things to be desired, people to be envied, and life 'as it should be'" (265).

Dead people are not who we envy, death is not desired, and death isn't how "life should be" because.. well.. it isn't life at all.

Advertisements use spokes-models to help attract consumers. Advertisers want people to think that they could be like the model if they consume the product. This ad does the opposite. It uses this spokes "model" to deter consumers. People don't want anything to do with the product if it will make them like this model. That is where the advertisement becomes powerful. It takes the elements of advertising and images in the same way, but this time in order to make an opposing statement.

Imaging in advertisements are very closely associated with the product:

happy model in a diet coke ad- "Diet coke will make me happy... LIKE HER!"

dead person in an absolute spoof ad- "Absolute will kill me... LIKE HIM"

This ad is very powerful because it also has sarcasm and satire, much like John Stewart. This ad creator is a critical thinker, and causes consumers to critically think about alcohol consumption.