Comparison of commercials Martini and Kamora

Résumé du document

The topic of the essay is the promotion of two famous brands of alcohol. On one hand, we have a presentation of a Mexican coffee liquor called Kamora from the magazine 'Bon Appetit' of March 1990. On the other hand, the second image makes the advertising of a new range of Martini, specially conceived for cocktails. It is more recent because it is extracted from the Express of November, 2007. At first sight these two pictures are aesthetically different. Following the analysis of these two adverts, we can notice that they present a number of similarities. First of all, we can notice that these two products refer, more or less, to art. Advertising of Mayan coffee liquor, Kamora, refers to Mayan civilization and its art, the creation of ceramic objects, reflection of the habits and the beliefs. That's why the advertisement illustrates a Mayan pot, tribal mask, statuette and vase. Martini chooses arts as a means of communication, ads are then signed by the largest poster artists Marcello Dudovich, Leonetto Cappiello and Andy Warhol.

Extraits

[...] As the concerned public is rather young it will be attracted by the innovation and the originality of the product. Furthermore, we can note that Martini advert perfectly uses, the model AIDA (attention, interest, desire and action), because of bright colors and daring design which catch the attention of the reader. Composition and innovation of the product arise the interest, while the decorated cocktail with a perfectly cut orange bark awakens the desire and invites to action. That's why, in my opinion, this ad is really effective. [...]

[...] With regard to Kamora, this alcohol is compared to a treasure because the creators of the advertisement and other salesmen of the product sell an invaluable alcohol to us, with the pure and delicious taste, with an obvious difference in style. An exceptional liquor because of its quality as well as its aromatic richness. The second slogan, hidden treasure of Mexico”, consolidates this idea. Indeed, a “hidden treasure” is said of an object which the great merit is not known. [...]

[...] Indeed, the comparison between the product and the Maya objects is accentuated by the text, in particular the legend: “Mayan coffee liqueur, Purchase in Santa Monica, 1990”. At the top of the picture, we can read the slogan “Some treasures are easier to unearth than others”. This catchphrase is modest, effective, with a classical black front, in agreement with the sobriety of the advertisement. At the bottom, we can read the brand name and another slogan: hidden treasure of Mexico”. [...]

[...] Text First of all, we have a slogan on the top of the bottle of mini martini which says to and a second inscription which seems to spout out the bottle and points out the name of the product, Mini Martini So, we find a will of dynamism and movement on behalf of the creator. Moreover, this reference to art to serve Martini is a wink to the collaboration between the artists and the famous brand. We can also see that the logo of the Martini brand is very present since we read it four times; this one is highlighted by its dark blue color in contrast with the remainder of the panel. [...]

[...] Mayan civilization created ceramics' objects, which today allow us to understand their way of life. Initially, it is possible that ceramics, as forms still very simple, was primarily used to preserve, transport and consume food or liquids. Thereafter, the development of civilizations living in cities, which were organized around ceremonial center, involved the manufacture of a ceramics related to the religion. The discovery of vases or effigies in a tomb indicates that they were instruments worship, magic or objects to accompany deaths. [...]