Commercial to men across all cultures globally. The

Commercial advertisements
are specifically designed to woe-prospected consumers of a certain product into
purchasing given item through the manipulation of their cognitive processing. Understanding a target
market’s traits regarding consumption habits, perception and the prevailing
environmental trends form the basis for the development of product
advertisements that appeal to the customers. Impulse buying is a special model
of consumer behavior, and it is a common problem for many people. The reason
for this pattern of behavior is the capitalization of visual literacy of an
enterprise; it affects consumers and the consumption of products, which
otherwise would be considered unnecessary. This paper will analyze the Chivas
Regal Premium Scotch Whisky advertisement to determine its revelation about the
society by considering the demographics, image, text, and colors in the
advertisement.

In
advertising, demographics includes the orientation of a product or
service to a certain part of society with similar characteristics. This Whisky
ad was utilized in an international men’s magazine Maxim, which has a
demographic that appeals to men across all cultures globally. The marketers of
any product have a predetermined gender target in their plans when designing
advertisements. In this advertisement, the image has a message written, “Thou shalt not covet thy neighbor’s wife.
Unless she’s irresistible.” Another
text “when you know” is above the whisky bottle in the image.  The text in the Whisky advertisement; also,
has a clear indication of the intended gender. The message that one should not
covet his neighbor’s wife which Biblical is aimed at men as women cannot covet
a neighbors wife. The advertisement of the whisky is designed, and the message
in it has men as its primary market. Consumers have a high tendency of
reflecting themselves when presented with an advertisement image. While the
aspect of racial inclination might not inform the design of an advertisement
image, identification based on race by a product, company or marketing strategy
can work in favor or against the market performance of a product. Scotch
whiskey advertisement is not explicit on racial identification as the message
in the advertisement is Biblical and Christianity is identified with almost all
races except the Arabian and Asian races.

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Visual rhetoric is imminent in the
advertisement. Companies and product marketers use images to create an argument
and pass a message about the item being advertised to the consumers. Analyzing
an advertisement image revolves around the context, audience and its purpose.
The whisky advertisement image comprises of a bed set-up with bed covers and
pillows visible but in black and white visual effects. The bottle of the whisky
is to the edge of the image with clear writings of the whisky name on a
golden-yellow background. The color mixture and the items on the Whisky advertisement composes the context of the image.
The purpose of the Whisky advertisement is to sell the alcoholic product. The
audience of the advertisement is profoundly men who consume whisky. The
Biblical text in the image extends the audience of the marketing strategy to
include Christian believers. The bed in the image is a representation of peace,
and the golden-yellow background beyond the whisky bottle is a depiction of
elegance in the product. The image is relaying a lot of information about the
product as well as the target consumers.

The text in an advertisement seeks to pass
a message by arousing emotions, memories, and feelings from the target audience
in the process creating an appeal towards the consumption of the underlying
product (Eilam, 12). A consumer has to identify with the text in an image for
the perceived meaning to create interest and capture attention. The texts have
a goal of passing information on the product as well as the target market. Whisky
advertisement image contains texts with different meanings. The biblical quote
in the image is meant to sanctify the notion that alcohol drinking is
associated with evil. Also the message, “Drink Responsibly. (But you know
that)” in the advertisement is a show of perceived maturity in the customers.
The text that “When you know” above the bottle is a creation of the notion one
there is a lot to attain from drinking the Chivas Regal Premium
Scotch Whisky. The texts in the image compliment the color and the
context of the advertisement to pass a comprehensive message.

Color is associated with an emotional attachment
that affects people’s perceptions towards situations. The tone in the Whisky
color combination sets an ambiance of maturity, stability, and elegance. The
golden color is associated with high value and sophistication. The black and
white effects on one side of the image create the notion of old age, which
brings a perception of originality in the product. The choice of dull colors
creates a feeling of silence and tranquility in the consumption of Chivas
Regal Premium Scotch Whisky.
The driving elements in the choice of colors in image are the intended mood as
well as attraction to be created in the target audience. Unsaturated colors
tend to pull one into close concentration on the image content while bright
colors tend to shout its intended message. The Whisky Advertisement has the
part with the Whisky bottle marked with bright colors on the text and the
background as well. The Whisky is depicted as the center of concentration the
advertisement should attain.

Visual literacy is the driving element in
the design and representation of advertisement images. The content and the
manner of representation of the message in an image ought to appeal to the
intended viewers and elicit the expected reactions. Advertisements are based on
the creation of reason, emotional appeal and the depiction of the item being
advertised as desirable. The Whisky advert used text, color and image context
to ensure that the intended message is attained by the consumers of alcohol.
The representation of the Chivas Regal Premium Scotch Whisky as quality and
cross-cultural with the target consumer as men is a depiction of how visual
communication can be utilized in product advertisement. The profound element in
advertisement image design is the understanding of the target audience for the
intended message.