1. Assignment #1: Brand Personality<br />I am evaluating the Absolut Vodka print advertisements in the “Find Your Flavour” campaign. This particular advertisement is for the flavor, “Absolut Raspberri”. I came across this advertisement in an old TIME OUT New York.<br />This print advertisement reveals a lot of brand personality. The brand shows that it is fun and youthful, yet also sophisticated and daring. I believe the brand is targeting consumers in the age group of late 20’s to early 30’s, specifically single women.<br />The brand shows its personality through many aspects of the advertisement. The advertisement first caught my eye because of its vibrant colors. The background of the ad is a deep red, and the body of the ad mixes in some yellow, pinks, and purple. These colors scream “youthful women” and definitely appeal to a younger crowd. All of the colors in the advertisement create a fun and bubbly environment. The heavy amount of red shows a sophistication of the brand. Typically a deep red lipstick or dress is worn by a sophisticated woman and I think that is what the brand is striving for. <br />The advertisements personality is also portrayed through its use of shapes. The advertisement is made up of round and bold shapes. These shapes create a sense of joy and creativity. The brand is trying to convey that happy girls purchase Absolut Raspberri. Also, there are several bubble-like shapes that create a sense of youthfulness. When we were kids, we played with bubbles. Now as adults, they evoke a sense of joy and we want to feel that feeling all the time!<br />The advertisement is also very cluttered and busy. At first glance, it is hard to soak in the entire advertisement. Since the ad is so eye-catching, you want to continue to read it more and find out more about the brand. As you dig deeper and notice all of the items in the advertisement, you feel a sense of excitement. The ad has so much going on, and that shows that this brand is not just for anyone, but for an exciting and busy girl. One part of the ad is a picture of the Golden Gate Bridge, as well as signs from China Town. This brand would not attract home bodies, but instead world travelers. <br />The advertisement also screams sophistication. It has a woman in high heels, and sleek white dress, and black and white hat walking the streets of what seems to be New York. Based on her outfit, it’s easy to assume she has money. Her outfit is very sophisticated. As a college student who is pursuing an education so I can begin a promising career, I see this woman and want to be like her. So maybe I should drink Absolut Raspberri. <br />Lastly, the advertisement is very daring. All of the colors, shapes, and sizes are bold and attractive. It attracts daring and exciting women to be a part of this exclusive group. I believe the advertisement does an excellent job at revealing brand personality and attracting readers that fit into this group. <br />Appendix:<br />Time Out (New York) magazine<br />May 26 to Jun 1, 2005 Issue<br />