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ANALYSIS

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ABSOLUT VODKA: BANGKOK

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COLOUR: The yellow tint to the water works to create a pleasing complement to the bright

cadmium tones in the vendor’s clothing and throughout the photo. The bolder blue colours are focused a the top of the photo, encouraging the eye to travel from the bottom of the bottle shape all the way to the top. The bright shots of yellow and green of the products in the boats also help the eye to go from point to point in the image and thus the reader spends more time looking at the advertisement.

FORM: Using negative space between the boats to create the shape of the bottle makes

a very pleasing and easily found form in the centre of the image. The negative space of the bottle draws in on the viewers previous knowledge of Absolut, as it is in the shape of the company’s iconic and classic bottle. These ads would cement that view for people who are familiar with the shape of the bottle, as well as start to create that association with the shape of the bottle and the brand for viewers who were not as familiar.

MOOD: The advertisement also caters to the readers other senses, the exoticism of the

photo in it’s vibrant colour, and diverse selection of spices, fruits and flowers, and the merchants traditional dress, spurs one’s imagination. The viewer is encouraged to imagine the tastes of the fruits, the smell of the spices, the movement of the boats on the water and the sounds of people bartering in the busy marketplace.

ANGLE & CROPPING: The photo is taken from a raised point of view of the water, giv-

ing the image an upward slant, which gives the illusion of the river going on and on. From this angle, and the way that the subjects are cropped, it implies that the photograph is just a snippet of a far larger scene.

HIERARCHY: As well, the top of the image is blurred in an arch shape. This creates a visual hierarchy, making the subjects in focus the first thing that the eye goes to, in this case the bottle in the middle of the advertisement and the people and text at the bottom of the image.

TEXT: The white bold text at the bottom of the advertisement also plays on the brands

iconic logo, using the same Absolut font to write Bangkok as they would a flavour like Absolut Apple etc. giving the impression that Bangkok is one of Absolut’s many flavours and experiences. The overall image wants the viewer to feel as if when they purchase and drink Absolut, that they are a person of the world, indulging in something international and sophisticated. That the drink can provide a night of the same exciting adventures one would have in Bangkok, or Los Angeles, or Rome as they also have many other beautiful ads depicting other cities.

absolut ad  

bangkok absolut vodka ad

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