An Absolut Vodka ad was put into a magazine. The ad presents a young attractive male who is steeling the spot light in a chaotic club/ bar scene. The young man who is the center of attention is being carried to the bar by mostly women in a "mosh pit" fashion, all while holding up his index finger indicating that he wants a drink. The bartender has a very excited look on his face; he looks honored to be serving "the life of the party". People who weren't holding him up were facing in his direction giving him their undivided attention. Shades of purple and blue accent the photo, these colors indicate coolness. They dressed the male model in a blue button-up shirt, black dressy pants, and black shoes. Everyone in his presence is having the time of their life. Across the middle of the page the phrase "In an Absolut World" reads in white, bold, capital letters. A picture of the product is placed in the bottom right corner. At the very bottom of the ad it says "enjoy with absolute responsibility." Everyone in the ad looks fairly healthy, happy, and sexy. 

The advertiser appeals strongly to emotion. Most people have the desire to be cool, sexy and wealthy. Everyone wants to be noticed, we all want to stand out, and so the makers of Vodka want people to feel like they'll easily achieve this with their product. Advertisers want us to feel like we “desperately need” they are trying to sell. Snob appeal was also a technique used in this ad, the club is up scale, which is validated by the clothing the people model. Ads pry on one's self worth, making people feel dissatisfied with themselves. Someone lonely with low self esteem would have a deep want for this particular product in hopes of defeating loneliness. 

This ad strongly implies that people will achieve happiness, popularity, wealth, sex appeal and social acceptance. By showing active, healthy, young people, advertisers fog the thoughts of alcohol addiction or liver damage. The people in the ad live every day of their lives like a party. He has beautiful friends that literally support his desire to drink alcohol. He has no worries he's just living the good life in the "Absolut" world that he lives in. The attractive male doesn't even pay for his drink. This ad implies that if you consume this product there will always be a party waiting for you. The writer has an inviting voice, which helps people visualize themselves in the position portrayed. The phrase across the middle of the page "In an Absolut World" means in other words anything can happen. Producers of this product want people to ask themselves, if all 
possibilities are endless, why can't the same thing that the model is portraying happen to me? 

The key aspect that this vodka ad is selling is popularity and attractiveness. My first alteration was shading the background black, so that most of the people were no longer visible. Very few bars are filled with beautiful adoring people, so I added average Americans to the bar. My main purpose was to change this ad from a fantasy to reality. The new male model is now using his own legs to get to the bar. I cut and pasted a few images from magazines, there are now three other people inside the club besides the bartender and the former attention grabber. 

It's completely unrealistic for people to have this kind of experience from drinking a certain type of alcohol. I changed the phrase "In an Absolut World", to "In an Absolut Bar", indicating that you never know what you're walking into until after you've passed the bouncer and coughed up your general admission fee. I added the stereotypical "angry drunk" in the lower left corner. Now the cool guy is mixed into a not so cool setting with people who aren't so friendly, he's now alone like most of the other people in the bar. The original ad is everyone's fantasy, advertisers know that people long for experiences like that, that's why they release images like this to make people think that a product as simple as a bottle of vodka could change their whole lives.

"Advertisers use highly sophisticate market research techniques to enable them to define and characterize precisely those people who are most likely to be receptive to ads of particular kind" Hirschberg stated. We live in a world where all humans strive for perfection; everyone wants vitality, loving relationships, positive family lives, health, and social acceptance. A lot of the things I just listed can't be gained with material things. Too often people are manipulated by advertisers; they imply that certain things will happen from a certain product. For example it was implied that Absolut Vodka ad would make people wealthy and attractive, those two aspects of life cannot be accomplished through a simple bottle of Vodka. Advertisers want people to feel like they'll never be good enough for themselves, so that people will constantly consume or use products that will only attempt to fill the bottomless pit of want that humans have naturally. 

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Paper 2

The ad I picked portrays sex appeal to sell a perfume. It does this by having Paris Hiltion 
as a model. Her lips are darked to stand out from the other features of the ad. One of her eyes is 
covered by her hair and the other eye is looking directly at you. Paris is wearing a corsette with her
boobs being slightly revealed. The whole ad is in a grayscale to give a mysterious or flirty 
look. The perfume is in a bright purple small bottle next to her boobs; while the word tease is 
spelled out in cursive above the bottle. 

One of the persuasive techniques used is the credibility of Paris Hilton. She is well known because she is a celebrity, and it is her product so people are going to want to buy. Sex appeal is also used to attract consumers. Her hair is done in a-Marlin-Monroe theme to give the ad a sexy look. Her hair is also covering one of her eyes, the other eye is looking directly at you giving it a more personal feel as if she is speaking to you. She is wearing a corsette top slightly revealing her boobs. The ad puts the product next to this revealing part of her chest because the revealing area is what catches the eye. Lastly is the color contrast that is used throughout the ad.  The majority of the advertisement is in a grayscale to create a mysterious and sexy vibe. On the other hand the product and the words used to describe it are in a bright purple. This is done to make the perfume stand out and the sense of Paris Hilton against the grayscale background. 
 
This advertisment is implying, if you buy this product you will have the sex appeal as Paris Hilton. The perfume will make you well known and as sexy as she looks in the ad.   

One of the changes I made to the advertisment is I gave Paris Hilton a shirt that is bright orange with an identification number on it. The second thing I changed is the word tease to the word freeze. Next I added an old school jail hat that was also bright orange with the same identification number on it. Lastly I added prison bars over her face. 

I added the bright orange jail shirt with the identification number because it tarnishes the credibility of Paris hilton by showing she has been to jail for drinking and driving. The shirt also covers up the area that was once revealed decreasing the sense of sex appeal. Furthermore, the brightness of the shirt shifts the color contrast from that mysterious and sexy grayscale to a embarrassed or shameful tone. The reason I change the word tease to freeze is because it is what the cops say all the time when they catch someone. The changing of the word also takes away from the sex appeal because the perfume has a new name and now a new meaning for wearing it. Adding the jail hat also took away the dramatics of her hair while showing that there is more behind Paris Hilton then her sex appeal. Finally I added the prison bars across her face because this also diminishes her credibility because people do not want to go to jail, associate with people that have been there, or what they represent. Adding all these bright colors and different items shifted the color contast from the perfume to her scandal. 

Hirschberg states" the value warrant in these ads encourages the consumer to imagine that the purchase of the item will confer qualities associated with the background or activities of this upper-class world on to the consumers." What Hischberg is saying is these ads give people false hope having that wonderful upper-class life if they buy some product when there are many other factors that are hidden between the lines. This relates back to my ad because it suggests, when you by this product you will have sex appeal like Paris Hilton, you will be well known like she is. What they do not show you is what's behind all the glamor. 

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Paper #3

The Hilton industry is well known worldwide for their success in the hotel management 
industry. This ad that I pulled out is from the magazine called "Food Network" it is focusing on a Hilton hotel called The Double Tree that are located everywhere, this one specifically focusing on the one in China. This ad is mainly targeting travelers who can perhaps be traveling on a vacation or going on a business meeting anyone in particular. The purpose of this ad is to try to get people to stay at this hotel showing them if they come here you will be offered these types of accommodations. 

This ad is showing many different ways to try to persuade us to stay at the "Double Tree" 
hotel. According to " The Rhetoric Of Adverting" it tries to persuade us by using the language of 
advertising. The writing on the ad is on a postcard. The writing on a postcard means there 
international. On the postcard it simply says" it's our good fortune that in China and in all of our 
more then 280 locations across the globe we give you the same warm welcome, in every 
language". The type of language persuades you into coming. Where it says, "warm welcoming" 
meaning their inviting you and you will be treated with respect. The type of font written on the 
card also has a big meaning to it looking italic. You don't see italic writing as much unless your 
using it for a very formal letter, which this ad does. This ad uses this to show that they are classy 
and they want there consumers to realize that they are here to serve you as you were the 
King/Queen which someone will like once in a while. 	
	
Another way, this ad try's to persuade their consumers is by showing different images of different places where the Double Tree hotel is located. These images are also 
on a postcard showing any part of China you visit you get the same experience as if you were going somewhere else. Looking at the images it presents you with different things like the welcoming lobby in Sanya or the outdoor pool you find there. They also show the grand entrance you get when you get to the unloading area to Qingdao along with the chef that seems to be making fresh food rolling out the dough. The images also seem to have some of Chinas architecture showing some of the local culture on the walls. The technique relates to is on the 
" Rhetoric Of Advertising" using Snop appeal. This technique seems to work well 
with the audience because they imagine them self's going to these places and experiencing some great memories that you do not get to live through often. They get a chance to relax. China wants the consumer to go over there because they want to see how someone experiences being over there. They want the consumer to realize that China could offer these nice things. They are wealthy enough to give you a pleasant time. Going to one of these hotels they get to see Chinas culture which partakes a big role in this advertisement. A lot of people are always interested in learning different cultures which goes very well with China having that one of a kind culture people want to experience. 

The last way this ad try's to persuade us in coming to this hotel is by using their choice of color scheme or you can say lighting scheme. As you can tell all the pictures on the ad have been taken at night. They did this so you can see all the lighting that shadows the hotel. Hotels often look nicer at night because of all the lights that surround them in a way like Las Vegas you always see pictures about the nightlife and how everything looks nicer at night. It gets people to feel happy. This is the same thing for this ad. Similar to the "The Rhetoric Of Advertising” it uses emotional appeal. The lighting they chose for this hotel makes it look elegant and peaceful which many people like. It gives it a relaxing emotion. When you visit, their goal is to give you the best experience you have ever had and want you to feel happy in order for you to come back again. 

The first thing I did to change my ad was a get cutout of some guys holding gun. Hilton hotels have had a couple incidents that have involved being robbed. This could also Be terrorism at the treating one of the hotels. Hilton hotels often get robbed because they are wealthy. The next thing I did was put the guy from the old military recruitment ad saying I want your money. Similar to this I've also changed the motto where it says, "Where the little things mean everything" to it saying where it says money means everything. All this Hotel ad is trying to do is persuading you to come and give them your money. A lot of the times there is bad room service and most of the time hotels have a buffet so the food there is not the best for what you are paying for. 

The ad overall did a good job persuading there costumers. In this quote in the Hilton ad "We think the world of you" showed everything one is able to get while coming to this 
hotel. They showed everything a customer would like when visiting a hotel. Everything 
from an inviting lobby, to great food, to a relaxing outdoor space people just fall in love. Coming here will benefit you because you are able to have a relaxing time, enjoy everything, and make great memories. So staying at this five star hotel will benefit you in many ways it will be an experience that you won’t forget.

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