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
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
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