ANALYZING THE VISUAL ARGUMENT OF AN ADVERTISEMENT

Analyzing the Visual Argument of an Advertisement

Analyzing the Visual Argument of an Advertisement

This paper presents ad analysis of an alcoholic drink “Bacardi Anejo”. Specifically, we chose an all time hit ad for the Bacardi's brand “Upside-Down Couple”. We analyze how an ad hits on the consumer's perception and stimulates his desire for the product purchase. In the paper we also present an overview of the product (brand), a brief description the company, product features and attributes, consumer appeal for the product and justification for the brand's targeted audience.

This ad was released in January 2008 for the alcoholic drink “Bacardi Anejo”by Olabuenaga Chemistri advertising. The advertisement's theme is 'upside-down couple'. The ad slogan is 'it's good to take your time'. This commercial titled Upside Down Couple was done for Bacardi Anejo (for Bacardi) in Mexico, with “Alcoholic drinks” as its business sector.

This Bacardi rum is made in Mexico and has been in production since 1862. The rums that make up Bacardi Anejo are 3 to 6 years old. They are brownish light amber in color. They contain aromas of pine forest, eucalyptus, and light molasses along with faint metallic hints. They open fairly quickly with a shot of butterscotch sweetness. Then cassia bark and must--the rum is still compact on the palate. A wave of acidity and spice finally opens up the rum fully with smoke, earth, and reedy hints in the tail. This rum lets you know it's an anejo with a big oak structure, though the fruit is subdued.

This advertisement has been built, tested and chosen with care in a very specific purpose that we must discover. We distinguish the lexical code and code rhetoric. The analysis of the lexicon begins with the full counting statistics (number of sentences, words per sentence, ...