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Embed code for: Final Re-Write A Word Of Caution
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15 October 2016
“A Word of Caution”
In the September 2004 issue of Playboy Magazine, Jim Beam is trying to portray themselves as a leader in bourbon in a recent taste test. Instead, they seem to have portrayed more about the attributes of alcoholism and the aftermath of excessive alcohol consumption. In my opinion, the Jim Beam Bourbon Company is unsuccessful in making readers want to buy this product for the following reasons; the implied mood, the coloring choices, the chosen wording, and the tiny warning words in their advertisement.
First, the ad displays a bottle of Jim Beam Black on a wooden countertop, amongst five other broken glass containers. The positioning of the intact bottle of Jim Beam Black seems to be representing the company’s claim that it is the leader in a recent taste test. Additionally, there is broken glassware and pieces of broken glass on the wooden countertop next to the intact bottle of Jim Beam Black. The broken glass may imply that there was some act of violence that occurred to cause the competitors glassware to shatter. Broken glass is hazardous and the implication of violence can symbolize the violent and disruptive behavior that occurs with excessive alcohol consumption.
Next, the main colors in this ad are black and amber. These choices were no doubt made by the advertisers to symbolize the name and color of their product, however, these color choices could lead to the confusion of the reader. The black backdrop, which fills three quarters of this four-page layout, leaves this reader filled with doubt and the feeling that my senses and intelligence are being misled. The color choices in this ad have left me thinking about the consequences involved when one chooses to drink to excess. One such thought is that when excessive drinking takes place, not much good will come from it. With all of the vague images displayed in the darkness, ones’ imagination is put on high alert and it encourages one to look deeper into the advertisers meaning.
Finally, “IT’S WHATS INSIDE THAT MATTERS MOST”. These are the words the advertisers have chosen to verbally promote Jim Beam Black. This declaration leads me to wonder if its what’s inside the bottle or what’s happening inside the body when one consumes alcohol. However, the advertisers have chosen to tell the reader, in very minute lettering, to “drink responsibly”. In addition, they have chosen the coloring for these tiny words, grey on a very black background. Compared to the rest of the advertisement they seem have been added as an afterthought on the fourth page of the ad. The tiny warning words make me wonder if they really want one to do what the warning says.
In conclusion, all of the negative aspects of the ad have not seemed to affect the buyers of Jim Beam Black. It seems the Jim Beam Black Company is now the proud holder of another award, the Bourbon Trophy. This reader is not convinced. This ad seems to poorly represent the product being advertised. In contrast to being portrayed as the best bourbon, this ad seems to portray a sinister and violent product that is being marketed to readers as the best, while the images in the ad are not the best to portray that claim.