The descriptive layout of the Wild Turkey advertisement focuses solely on 3 horizontal sections. The top section includes the main tagline for the ad “Gentlemen, check your skirts at the door”. A light background is also visible in this section which makes the tagline seem more visible to an initial glance.
The middle section contains glasses and bar stationary in what seems to be a pub or bar type setting. Dark colors are used to make this middle section stand out. The third section is the largest of the ad. It leaves a lot of open space vacant, apart from a bottle of Wild Turkey bourbon. Small writing detailing the product is also slightly visible. A light colored background is used for this section to once again make the middle section appear more evident.
The second advertisement, for Sky Vodka, is predominately concentrated around the visual color scheme of the actual product. A modern look from what appears to be a high rise apartment building sets the background for the interior setting which is highlighted by a young lady with a cocktail shaker. Seated below her is a man dressed in a suit, and although the majority of this man isn’t visible, he can be seen to be holding a vodka martini. In the foreground is the product, a blue Sky Vodka bottle, together with a vodka martini on top of a white table. A combination of dark colors (shades of blues and blacks) are used in conjunction with the color of white in the foreground.
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TARGET AUDIENCE AND IMAGE
With the earthy colors, the Wild Turkey advertisement is predominately a masculine based style of ad. The colors play an important role in determining this factor, as they tend to rely on the same blandish color scheme throughout the ad. The tagline text is a signifier that speaks to a male audience giving the message that their product is not for the faint hearted, which would also appeal to those who like to drink excessively. This advertisement speaks to a wider male audience because although the product is traditionally synonyms with older men, it also communicates to a younger generation in terms of its classy bar setting and the use of intended humor in the tagline.
The Sky Vodka advertisement communicates a modern look full of class and variety. Although this advertisement would be seen to be targeted at both the male and female audiences, the simple fact that vodka martinis are more popular with the stereotypical New York upper class culture indicates that the target audience would be those who can relate to this way of life. The New York skyline in the background furthermore signifies this presumption. Overall, this advertisement generally appeals to a wide variety of audiences, such is the popularity of vodka, and the highly competitive vodka industry.
The texts and images in both advertisements communicate a paradigm of overall drinking culture. Whilst they are both indirectly related in terms of audiences, the cultures in which they represent remain similar. For example, the Wild Turkey product is one of a stereotyped “redneck” culture, while the Sky Vodka advertisement brings connotations such as class, modernism and city lifestyle. But the interconnection of the culture of alcohol consumption remains the same. With this, a binary opposition of city versus country is created in comparing the two advertisements. Replications are used in both advertisements in order to not only attract regular consumers of their product, but to also promote the use in potential consumers.
PERSUASIVENESS AND COMMUNCATION
Whilst the whole idea of an advertisement is to promote and/or sell a product, advertising in the alcohol industry isn’t as simple. This is mainly due to that fact that there are so many different varieties of brands and products. Wild Turkey relies on their long history of consumerism which once again has turned into a cultural product. This could also mean that to persuade new consumers, they need to keep thinking of new ways to promote their product.
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In this particular advertisement, Wild Turkey have elected to keep their vintage look in order to appeal to the long term fans of the product, whilst adding a humoristic touch to appeal to a newer audience. This idea works well in both ways, because it is the only way to progress to the future. Times do change, as do the wants and tastes of the public sphere.
However, the Sky Vodka Company isn’t as lucky. The vodka industry all over the world is quite large, with different brands alternating with success. Advertising for this reason, is very important in this area. A special flair and originality is required for a successful advertising campaign in order to compete with the rest. In this advertisement, Sky Vodka has incorporated a very unique modern feel in order to strike a match in the readers mind.
The colors especially highlight the entire ad whilst still promoting the main product in the advertisements foreground. Because of this, the ad is certainly persuades its designated audience because they tend to react to what they know which is a sort of cultural ideology. The fact that vodka martinis are associated with the advertisement also incorporates that the message being sent to the reader is that they may use their product for the use of recreational cocktails.
Conclusion
The alcohol industry is and has always been a large and prosperous area of the business community. This makes the promotion of their products an integral part of being able to get ahead of the rest. Both of these advertisements seem to represent this in many ways. The first being culture, and the significance a certain product will have to a specific audience.
Wild Turkey are of course long standing and have shirts, hats, and many other accessories out there which indicate this drinking culture. Consumers actually want to wear their products because they are proud to be associated with them. The very fact that Wild Turkey has continued this dedication to their fans is evident in their advertisement. It shows that while the times do change, they believe their product is still as good as it always has been. They believe that original is best.
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Sky Vodka on the other hand has elected to go for the modern touch mainly due to the fact that they are relatively new in contrast to Wild Turkey. This doesn’t mean that either of the advertisements are better, it simply means that although being apart of the same drinking culture, they have different backgrounds and will continue to offer different styles to their intended audiences, which both advertisements show.
To compare both advertisements would be to clash together the culture of drinking. There are different markets for different drinking products but although on a different pathway, they are both apart of the same culture.
