Bacardi
Bacardi - the drink that makes dreams come true Whenever we look through magazines, we are bombarded by advertisements. These advertisements range in products from toothpaste to alcohol. The interesting things about advertisements, however, are the images and implications behind the ad that make them appealing to our society. Berger believes that advertisements must satisfy the public's view of glamour before a product can successfully be sold. Berger has even composed a list of things that draw people to a certain advertisement and makes that ad more compelling to society. These areas of certain devices which make people want to buy a product cannot be better implemented than in the advertisement of Bacardi. Before we talk about the implications of the devices of attraction in the Bacardi advertisement, we must first explore Berger's definition of glamour. Berger says that glamour is the happiness of being envied. By saying this statement Berger is implicating that once we are envied then we are happy because now we are glamorous. This can be seen in many of the advertisements with models. Those models seem to just look through you and always seem to be in poses which make them look snobbish or arrogant, as if th
There are sex implications as well as myths of rescue. This picture also has the gestures and embraces of lovers arranged frontally for the benefit of the spectator, as well as one of the women faced backwards so that the spectator can see both sides of a woman. The people in the advertisement are even laughing because they know that they are being envied and therefore they know that they are considered glamorous. Even by looking at the women in the picture, it seems as if she wants him in a sexual way by the way she is running her fingers on the inside of his shirt. By doing this they then are in the spot to be envied and now they too are glamorous. This man works hard all day and then gets to go out at night and have fun. The female is turned around exposing her rear as well as much of her skin. The other myth is the myth of the enchanted palace. The advertisement for Bacardi has many devices in it that would make people envy the models and thus buy the Bacardi to take on the model's image of glamour. They would become so good-looking that not only one, but two women would throw themselves at you. By drinking this Bacardi, I could get out of my boring life and end up with not one, but two beautiful women. By doing this, however, people come to believe that these people are better then they are and that the only way that they can become as glamorous as these people in the magazine is by buying the product being sold. In the American society we love to believe that strong and fit is the best way to be. When someone looks through a magazine and sees all these great things happening to people who use a product then it makes them feel as if they need to get that product to be "rescued" from their reality. This myth occurs when people look at advertisements and see things in a nice house or apartment.
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