Rather than looking at the entire ad, I will examine one photo. Perhaps I will evaluate the entire ad in the next couple of posts.
What stood out the most from all the images in the advertisement was the photo of hip-hop/rap artist, Kanye West. This photo was unlike all the rest—required more thought. The other images in the collage depicted unattainable possibilities in life—male pregnancy (by conventional Western definition, ignoring the pregnancy of Thomas Beatie), honest politicians (or knowing when politicians are truthful), luxurious and thrilling public transportation, cheap rent…etc. Upon examination of the poem: the reasons for which the photo of the rap artist was among the others images in the collage became clear.
Known for his innovative lyrics, his high-end clothing with an urban twist, his controversial on-camera comments, his confidence, Kanye West is most famously known for how he emerged into the music scene. West recorded his album “College Drop-Out,” all during which his jaw was wired shut. Unlike all the images, the photo of West was not fabricated to depict this idea. Doctors and West’s peers believed this injury, a result of a car accident, would immobilize him. Instead, he learned to overcome this “disability” and produced an album, which was nominated for a Grammy. West took the opportunity to challenge himself to continue his passion for music. In doing so, he challenged lingual conventions; epitomizing the “what if and why not”, that Absolut vodka idealizes.
The advertisement solicits the idea that the vodka itself defies conventions itself with style. The ad suggests that upward mobility and advances exists only “in an Absolut world.”
5 comments:
This is a fascinating, informed, and engaging post. I am eager to see what others think about your reading of this ad, for you raise many provocative subjects throughout!
This was actually the first I did click on randomly and felt compelled to write a response. Although a larger picture of the ad (collage and poem) would help. I did try searching for the ads themselves but came up empty handed. But in response to your post, I think their purpose was to showcase a collage of "influential" or just well known people and objects in today's "pop culture.” And as it seems, all of these things would appeal mostly to young adults in the college age group, yet at an age old enough to purchase Absolut of course. Actually embedding the Kanye music video would be a really nice addition to your post. While reading your post and listening to this song would complete the message. His position in the ad (most right bottom corner) seems to suggest something about him and the other pictures as well. But I'm not quite sure what to make of it. I also found it interesting when you mentioned his previous album “College Drop-Out,” because if I’m not mistaken his most recent album is titled “Graduation.” I actually wasn’t aware of his previous albums name but now that I do what exactly is this graduation or “continuation” of or signify?
Kanye’s greatness seems to be because of the fact that, as a singer and with all his struggles (car accident, school, growing up with divorced parents, etc.), he’s still able to do what he does best, make music, which is his dream. Which Absolut is trying to utilize in a good way. Kanye also holds somewhat of a clean image in terms of violence and materialism. He did have an instance of political controversy though. In much of his music a politically charged message, feeling of angst, and an overall sense of “anything is possibly” can be heard. And because of what he’s done so far in his life he’s living in an “Absolut world.” And you’ve proven this point in relation to upward mobility very well at the end of your post.
It's funny because I just saw the Absolut commercial featuring Kanye and it reminded me of this post so I decided to look on Youtube, so here it is: http://www.youtube.com/watch?v=weBA2nUrKXg&feature=related
Anyways, If you look at the Ad and the commercial, Kanye is the definition of "An Absolut World." The question I pose is what constitutes an ideal, perfect world? Is it being a celebrity like Kanye West who is rich? Just like you said, you can interpret Kanye West being "Absolut" in that he achieved upward mobility, leading to financial and social success.
Also, I like how you incorporate Kanye's personal history so that people can understand how upward mobility and the success that comes with it can be seen in the ad's catchphrase "In an Absolut World".
Warren in response to your comment about the image, I made both pictures bigger, but if you click on them, the image is huge--easier to see and read.
Here is the reality check in the video: an 'absolut world' has the duration of only four hours. I'm surprised it isn't eight hours—then, people could take it at/to work.
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