CCT316H5 Lecture Notes - Lecture 4: Akvavit, Adbusters, Branded Content
14 Dec 2015
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Document Summary
The pull of absolut"s magnetic advertising is curious because the product itself is so bland. Vodka is aquavit, and aquavit is the most unsophisticated of alcohols. It is for novices and experts you either put something in it to give it taste, or you drink it down because you don"t want to taste it. You don"t savour aquavit; there are no vodka connoisseurs, no vodka sampling parties. In other words, the taste is not in the product. For clearly what we are drinking is the container, not the mashed (cid:1) (cid:1) (cid:1) (cid:1) As i"ve said, the same goes for many products: the more bland and un-individualistic the product, the better the advertising must be to sell it. And often, as with cigarettes, beer and other like products, this is where you find the cutting-edge advertisements. There is a saying in advertising that if you can"t sell the product, sell the label.
