VISUAL ANALYSIS OF ABSOLUT VODKA: THE CAMPAIGN OF INGENIOUS CREATIVITY

This study examines the advertisement techniques used by alcoholic drinks, especially Absolut Vodka, as this brand presents a unique amalgamation of creativity and the successful execution of their objectives, while carefully considering the culture and social norms of the target audience. The idea is to attract the consumers by applying simple but effectively varied approaches. Here, the study aims at analysing the print media ads, therefore, the use of Critical Discourse Analysis (CDA) as presented by Norman Fairclough, Stuart Hall and Kress & van Leeuven. Fairclough was more concerned with a 3D model, also Stuart Hall's approach of coding and encoding is used to establish the framework for print ads. The visual analysis tools of Kress and Van Leeuven will be used. These combined theories helped in devising a working framework to analyse each ad with regards to its position, theme, and discursive message. Finally, this study examines the theoretical elaboration of the impact of message as received by the consumers.