Veuve Clicquot Ponsardin, Condé Nas Traveler, July 2008. Andrew LewisVisa (Small Business), Entrepeneur, July 2008. Marcellus Howard
Wolf Brand Gourmet Cooktop, Fine Foods, July 2008. Monique Swallow
This print ad for Veuve Clicquot Ponsardin champagne is a perfect example of an advertisement that attracts people who are seeking a higher standard of living. It features an attractive women with high fashion, who has seemingly just been shopping in a French boutique. She is in stride, walking through an elegant French square with her baggage in hand. A part of the brand name is incorporated into the slogan "So Clicquot...", which is a play on words from the French phrase "so cliché". At first glance, the advertisement is seemingly for an expensive fragrence or fashion accessories. The ad appears in a travel magazine, which makes the foreign streets intriguing to viewers.
This ad appeals to a pretty wide demographic. It's targeted toward adults of any age. Men could be attracted to the sexy lady and her unbuttoned top. Affluent women may relate to the lady, while other women may be envious, as the lady is living out one of their fantasies: to be shopping the stores of France. The ad is geared toward people with high income and to those who wish they were prestigious. People who are interested in travel generally have more money. This ad is from a travel magazine and incorporates French scenery, so it definitely appeals to people who enjoy getaways or vacations.
7 comments:
Ok personally I don't really like this ad because to me it seems as if its advertising something other than champaign. For instance, at first glance I thought the ad was an advertisment for a forgein vacation or an expensive type of purse. Usually when you see liqour ads they are usually very catchy to the eye.
REPLY TO MJG504
THIS IS THE BEAUTY OF THE AD, IT APPEARS TO BE A LEISURE TRAVEL/SHOPPING AD. THEN WHEN YOU LOOK CLOSER YOU SAY "HEY" THIS IS INTERESTING. THE BAGS ARE THE SAME AS THE CHAMPAGNE.SHE BOUGHT A LOT OF EXPENSIVE STUFF!
IT MADE OUR GROUP THINK ABOUT THE ILLUSION OF LIFESTYLES OF RICH/HIGH SOCIETY LIVING.
IT IS ALWAYS BETTER TO TAKE A CLOSER LOOK SINCE EVERYTHING IS NOT ALWAYS AS IT APPEARS.
This ad gives the impression that this seemingly sophisticated and attractive woman has distinguished taste, and her taste and image are synonymous with this product. Status-conscious men hoping to attain a trophy wife such as this woman might choose to try to impress her with fine drinks like Clicquot, and women looking to be seen as sophisticated and glamorous might buy the champagne to attain this image. Also it's hard for me to tell if she went shopping or is traveling, because the bags she is carrying seem ill suited for both activities, or maybe I just don't know much about shopping bags.
To me this ad shows a high class woman who like to shop. The reason that i think she is high class is because she is wearing a all white outfit or cream outfit, but who really wears those kind clothing besides a upper class person who can afford to get it dirty or who really isn't about to do anything to mess it up. I also notice that the bags in her hands are not regular bags. The are shaped weird to wear you can see that a champaign could fit in them.The ad its self really doesn't pop out for champaign but it does get out the feeling that you have French champaign any where you go.
In my opinion this ad definitely exudes a desire for a higher standard of living by depicting shopping as therapeutic discourse. The attractive woman is leisurely walking with bags in her hands and a smile on her face. She seems sophisticated in her white dress and hat as she walks through the square to the next shop. This ad says “Hey look, Clicquot is the preferred drink of this high-class French lady. Doesn’t she look happy? Now she has to go home and get her drink on.” I also like that a bottle of champagne isn’t even seen in the picture. What attracts us is the elegance of the background and the purdy lady. As we investigate more, we find out the advertisers used a soft-sell to place a label of the champagne at the bottom of the page and a quote.
I agree with mjg504 on the fact that this ads seems to me advertising something else. To me this ad seems to be about classy fashion to some extent. If it were my choice I would have not chose to advertise my champagne product because it gives a totally different impression.
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