“The Glenlivet”
For the Ad Analysis, I have chosen the Advertisement of the renowned whiskey “The Glenlivet.” This whiskey has been discussed at the renowned Forbes Magazine many times, and that’s where I remember it. Forbes Magazine is one of the most famous and highly credited magazines with a reputation of high ethics and sophistication, which is known most for its analysis of business and money-making practices. The advertisement which is going to be analyzed here is actually of a whiskey “The Glenlivet.” As I do not have any personal experience with whiskey, nor I have any prior information on this product I found it most appropriate to consider it for good analysis. It gives me the benefit of giving a complete third person as I have no prior opinion about it. By looking at this advertisement, the bottle display of the whiskey is very elite, sophisticated, and quite manly in its looks. It shows that the viewer or the potential customers of the product are to be conveyed a sense of sophistication and masculinity from this product.
At first look of this advertisement, the ad has a picture of the actual Glenlivet bottle which has a blue background fading to a darker navy-blue backdrop. From this, it is evident that the bottle gives a similar background to an angel or treasure. The background is sparkling as shown by its surrounding white light. The bottle has its name, it dates back to the year 1824 and the mention of its origin in Scotland. Generally, the basic information that this bottle conveys to the viewer, or its potential customer is that it is of high class and strong masculinity. It is depicted from its roots, dates and bottle presentation. The top golden seal of the bottle in which the crest is engraved with 1824 shows its class.
On the top of the bottle, a statement which is written with a family tree connected with it shows “It’s just Whiskey Like Shakespeare is just books.” It is the statement which I remembered from before and made me search for it for this advertisement. The statement in itself is quite brilliant. It oozes confidence, high class, and sarcasm. The viewer of the advertisement can sense the high confidence through this statement as a company confident enough to use sarcasm in its tagline is not a usual take in this area. The statement is bold and confident and relates it to Shakespeare. Shakespeare’s qualities regarding eloquence and high class are related to Whiskey. For all the work and stories that he created were far greater than any that were created before and after him. It shows that the company thinks of itself of the same status.
Below the bottle, the motto of the company is written which reads “The Single Malt That Started It All.” It is the extension of the image it has portrayed thus far. The history, muscularity, and elite status are depicted from this status. This statement shows the viewer that they were not only the first, but also are still the best in business. It gives the viewer a sense of association with pride, historical heritage, and high class by associating themselves with the product. Above all, this statement gives the viewer an image of its reputation of being the best Whiskey of all.
Looking at the negatives of the advertisement, it can be said that it is simple enough to make the viewer bored or uninterested. It is one thing which the company does not want its viewers to be. The advertisement only shows a picture with a slogan on its front. Even though the family tree is connected to the slogan, it becomes eye-catching to the viewers. However, it can be missed out by many of the potential viewers. The target audience is targeted by using the pathos of heritage, high class, and Scottish rich origin. It raises the emotions of familiarity or hope for familiarity with these characteristics. The advertisement also calls on logic by using its logical slogan of Shakespeare. However, still, it can all be missed because of its utter simplicity.
To conclude, it can be summarized that the advertisement highlights sophistication, high class, masculinity, high quality, and rich heritage. The target audience, i.e. the quality conscious, high earning class, brand conscious, males specifically can associate easily with it. The slogans are brilliant enough to show confidence, sarcasm, logic and its rich heritage and high class. Still, it can be missed out on because of its simplicity. Any interesting aspect, like any human figure or interesting objects, could have made it interesting enough to get more attention from the audience. All in all, the advertisement exuberates respect, grace, confidence, and bold sarcasm. The male audience having dominant personalities looking for an association with high quality, high class and sophisticated product with rich heritage would be attracted to it the most. Women having dominant roles and personalities would find it compelling as well. It is one area which can be tapped by using a female figure reflecting control, grace, and high class.
Advertisement The Glenlivet
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