smirnoff advertising and marketing and how it

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uenced by the Surrealist art movementSmirnoff advertising and exactly how it may have been completely influenced by the Surrealist fine art movement

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My study will to look at the ways in which Smirnoff Vodka has been advertised. I will look into the promoting agencies which have been involved with producing the sales strategies and the operations, techniques, influences and other elements that have written for the creation of the ads in various press forms. The investigation is going to focus on the present Pure Smirnoff campaign which in turn utilises the illusion of the alternative picture of the world when ever viewed throughout the bottle. A few of the recent tv set adverts are very fast moving and compelling to view. They job a very fast paced international, fly setting design of life. They have a certain top quality of a unique James Bond design film, with excitement as well as the fascination of trying to take notice of the through the bottle transitions that happen instantly and then change again before the understanding of the prior transition may be assimilated.

I possess decided to check out Smirnoff because the basis of my project as I have got found the advertising incredibly fascinating and feel it is very dynamic and entertaining. In my opinion Smirnoffs advertising campaigns have been motivated by the Surrealist movement and in particular by the designers Rene Magritte and Salvador Dali. This will be reviewed later inside my study, exactly where I shall give my personal views and opinions.

Meaning and Utilization of Advertising

Marketing in its simplest sense means drawing focus on or notifying somebody of something.

It will be possible to advertise by simply word of mouth without incurring virtually any great price. But if you wish to inform a large number of people about something then you certainly need to advertise in the more familiar perception of the term, by public announcement. By simply putting a notice in a neighborhood newspaper, on a poster, exhibiting it on a notice or bill plank or adding an advertising campaign on the tv set, you are likely to catch the attention of the attention of more people to the information you wish to communicate. It turned out Smirnoffs type of attack. The latest Pure Smirnoff campaign is using cinema ads and over forty prints and poster accomplishments. This Pure Smirnoff advertising campaign has been working for over 4 years all over the world and can be classed as a really international multimedia system campaign.

It should be noted, however , that by the incredibly nature in the ultimate aim of such advertising campaigns to increase profit through enhance sales, these types of motives generate areas of critique. Not only may be the desire for the merchandise portrayed yet also the lifestyle that surrounds the advertising campaign is also preferred.

One of the major critique of promoting is that this makes us too materialistic, by persuading us, for instance that we can perform desirable desired goals in life through possessing items in a cycle of ongoing consumption. Yet modern marketing shows that the audiences/consumers aren’t materialistic enough. If we had been, then the business presentation of the objects being sold will be enough itself. Consumer advertising presents the goods as well as other personal and social aspirations, for example the sayings used along side the early Smirnoff ads and even more recently the through the jar concept which gives people the opportunity to see the actual product will do for them. Obviously the ad is providing the consumer fake ideologies, to be able to encourage them to pick the goods available.

Cultural and advertisement critic Raymond Williams argues that we get a social pattern where the objects aren’t enough but must be validated in imagination by association with sociable and personal meanings which in a unique cultural style would be more directly available.

He also believes that if we would be to sensibly materialistic then beverage would be enough for us without the additional guarantee that by simply drinking it we show ourselves being more courageous, young in mind or attractive to the opposite sexual intercourse. Similarly Smirnoff on its own ought to be enough with no added expectation of being capable of change your physical appearance or individuality as well as discovering the things who are around you differently.

I feel that due to the increasing amount of products on the market the audiences require something more than just the product so they can be interested in what is being marketed. By using shock tactics or making the product sound greater than it really is, will sell more of the merchandise. Also because of the increasing competition for companies they need to help to make their merchandise sound and look better than all their rivals, if perhaps they want to stand a chance to getting anywhere.


The word Surrealism derived from the writer Guillaume Appollinaire in Paris 1917. He used it to describe two instances of unique artistic production. The initial being the ballet March by Dean Cocteaus. The ballet comprised curtains and costumes designed and developed by Pablo Picasso. Inside the programme paperwork, Apollinaire composed that The creative truth responding from the evening’s combination of factors was a truth beyond realistic look a kind of sur realism.

The other was Apollinaires own enjoy called Les Mamelles sobre Tiresias (The Breast of Tiresias), it was subtitled a Surrealist Episode. These creative productions is surrealist in the sense it is now realized.

Also in 1924 Andre Breton (a playwrite) followed the word surrealism to describe his literary and artistic practice.

Today it is understood that Surrealism can be described as movement of artistic and political revolt. Which consists of poetry, piece of art, prose, statue, photography, film-making and many other creative forms. Individuals who have moved towards the surrealist motion have created work which has advertised the reasonless and inventive rather than the easy representation on the planet and the items contain within just it.

The surrealist movement has two main symbols related to portrait photography and sculpture, Rescatador Dali and Max Ernst. These two designers have made the best impact on the public’s ideologies and morals of Surrealism. But I believe it is not Dali or Ernst that have motivated the work of Smirnoff advertising campaign creators nevertheless by the operate of leading painter and theorist of Surrealism, Belgiums Rene Magritte.

Rene Magritte worked because commercial artist for some years, at one time having been designing picture. However this boring and repetitive work managed to instruct him about the confusion of depth and effects of repeated habits. Rene Magritte was motivated by orphic cubism (the third from the for categories of which cubism is divided. The others being scientific, physical and instinctive) and by futurism. But it was the surrealistic views and unfamiliar perspectives of Gorgio sobre Chirico had been supposed to have most long lasting impact on his work.

The vast majority of Magrittes art feature some sort of aesthetic paradox these include: a blue sky using a hole in it, a runner with a fishes head and a loath suspended in mid-air. Magrittes seas and skies seem bright and sunny, yet there is a selected unrealistic appear and feel about the too-regular atmosphere and the too-glossy water. His point to the interaction among precisely driven objects and abnormal options and features is that the common sense perception of reality is just one way of looking at the world. Inside the human State (1934) Magritte has vigorously demonstrated paradoxes of perception, by placing a painting displaying a scenery view in a window which can be over searching the same the same view.

Magrittes matter of fact technique of depicting unusual actions and irregularities inside the fabric of reality often seem practically humorous in the same way they do disturbing. Much of his work is definitely laden with visual comedies, such as the already mentioned woman using a fishes mind. Lechant dAmour as it is noted shows precisely what is simply a mermaid with the incorrect parts of her human and fish.

I believe underneath the connaissance Magritte is really trying to show the muddled character of perceived truth. Magrittes demands his piece of art represents through pictorial methods the unforeseen images may possibly appear to a single at any specific moment if your your-eyes open or shut. This is often linked to the latest Smirnoff advertising which are in a sense quite comical but likewise show a kind of warped fact. Also the through the bottle of wine concept explains unforeseen images that would in any other case not be seen.

Rene Magrittes function has also encouraged the work of other advertising and marketing agencies. CDP advertising, who also produced the advert intended for Benson and Hedges smokes, have taken Renes ideas and used a similar style to make a different photo. This is dissimilar to Smirnoff that have looked at his work in more depth and used related methods of believed.

The image beneath has been considered and changed from Magrittes painting Golconda.

Analysis from the adverts creation

The uniformity of the style and conversation of the Smirnoff product combined with its unique company personality with the advertising campaigns has built up a very literate potential audience in terms of their expectations and understanding of Smirnoffs latest pictures. I feel people/the audience (or customer) understand the throughout the bottle principle, the tips can then be created on however keeping all of them fresh and relevant.

Every individual campaign advertisements is built up of multiple layers of model, which is among the strengths of Smirnoffs advertisments. It enables the audience to enter and be familiar with advertising at any time they are at ease with, rather than the ads dictating they must react within a certain approach. To make the campaigns so good I believe it is vital that whether the target audience is fresh to the promotions and simply benefit from the look of these or whether or not they recognise and deconstruct the concept according with their own model, there is a completeness which makes both responses rewarding.

The Pure Smirnoff campaign has been developed wholly simply by advertising agency Lowe Howard-Spink advertising agency. Many individuals make valuable contributions over the advancement of the plan. Even though there were many person contributions, no person person have been behind just about every separate performance.

Over the last five years computer systems have performed an integral part in the production of the advertisements in this country with less and less mechanical and manual art work being utilized. Once the idea for a Smirnoff press setup has been agreed and digital photography approved then simply most of the job is completed on the computer. The images are intricate and the usage of powerful devices enable the production of a last image to become as close as possible towards the original concept. All the work is completed under the control and guidance of the first creators with the execution. This is certainly to ensure that the finished item firmly fulfills the aims set at the beginning.

Smirnoff Video Advertisements

The plan has proved successful in targeting 18 to twenty-four year old males and females. It is well-known and well respected, as is shown by the numerous accolades Smirnoff and their advertising business Lowe Howard-Spink Ltd has brought. The theatre advertisements Russian Wedding, The Cruise and Smarienberg Weapon have all been very well edited and made. They all reveal a very surreal picture which is mainly developed by the changing of the graphic as the bottle goes over diverse objects. These images make a very unique effect that provides the product promoted character and an identity of its own. The most recent advert is the Smarienberg Gun. This can be a very fast offer that uses very speedy editing to create a fun exciting advertisement that is certainly pleasing to observe. The use of the container is very effective and comes into play on every new taken. When an target passes in back of the bottle of wine this subject is altered into one other object and so on and so forth.

The two of these shots from your advert display images before the through the jar process has occurred.

The Cruise can be described as much reduced paced advertisement and uses the throughout the bottle idea in a similar way which the poster pictures are shown. Two illustrations from the ad are displayed below. Yet again Smirnoff is reflecting the way the drink is definitely perceived to effect you. Hoping that the audience will find the images exciting and cause them to become drink Smirnoff.


Smirnoff Advertisements, the first years

The early advertisements used false statements (before they were legally banned). However they werent actually taken seriously. They supplied a basis for many comments inside and out of doors of promoting. The I was Mr Holmes ¦¦¦¦¦.. advertisement (a) showed the outcome of drinking Smirnoff. It attempted to convey a picture to the viewers that Smirnoff could actually make a person different. Although the advertisement notifys you of Mr Holmes it is far from this character the audience is intended to identify with but the end result. The man sat in the foreground of the photo. Nobody actually believed there were a possibility that they could be transformed. So instead of convincing the group that the beverage will do wonderful things for you personally it is seeking to play on a tale to recommend a more realist transformation and get the advertisement to be recalled.


In the advertisement for Smirnoff previously mentioned (b), a lot of huntsmen will be shown in there pink clothes, but on the back of one you can see a Hells Angel badge. In a few respects this symbol is usually not out of place. It is exhibited where you might expect to find this on the back side of a clothing worn with a person who is part of a group who also some might say are just like Hells Angels, violent and aggressive. Nevertheless instead they will stalk animals on mounts not bikes. The caption suggests that this improper conduct just as certainly not serving Smirnoff the correct way is inappropriate. The advert as well relates to the improper treatment foxes acquire during hunting sessions. This tells the group that there is nothing wring with having the occasionally Vodka

Telephone Interview with Philip St-Amour (Account Handler: Smirnoff, Lowe Howard-Spink)

I wished to find out by a primary supply: what got influenced the individuals who had came up with the Smirnoff advertisments, why that they had chosen to use different pictures and how the final images were executed. However I was unable to meet anyone at Lowe Howard-Spink as they were not in a position to provide me personally with a appointment time to talk about these issues along with others I actually wished to cover. Instead I managed to include a brief chat with Peter St-Amour who had been unable to answer any of the questions I put to him completely. He likewise told me that he believed I should attract my own results based on the things i believe the advertisements want to communicate and gives justification for these people myself. This individual thanked myself for my interest in all their advertising and apologised he couldnt had been of even more help.

A few of the conversation noted. (It can be not completely accurate because of the nature in the interview)

Philip St-Amour thinks one of the main reasons intended for the success of Smirnoffs campaigns continues to be due to the differing interpretations of the work by the different designers of the advertisments and that their takeouts from your images will be individual to them. That artistic design they go through the image borrows or references is very much an individual opinion and one which we all delighted so they can entertain.

The individuals involved in each execution are crucial in how a final content appears. The decisions that must be made before any ad can appear are many and include the form of media to be used (poster, TV, radio etc . ), who will find it, what the advertisement is trying to communicate and exactly how should it be explained or represented.

He as well said all these factors include a bearing on what the final setup will look like. As an example, we have produced advertisements intended for the poster sites inside bus halts that work extremely well in their picked environment, but which probably would not make very much sense or as superb an impact anywhere else. Making Smirnoff relevant to people at certain times, has given it the currency which makes it therefore successful with consumers.

Along with speaking to Mr St-Amour We also sent letters to Lowe Howard-Spink and Intercontinental Distillers and Vinters Ltd. (IDV is definitely the company that produces the Smirnoff beverage. ) I had get replies from these types of sources but I only received data packs regarding the beverage and also a lot of large paper prints which were of little benefit to the examine other than to analyse over a larger size.

What you see isnt always what you get on the print marketing campaign for Smirnoff

80% of Lowe Howard-Spinks post production is made up of picture taking. The Smirnoff campaigns rely on advanced merged montage and manipulation to complete the perfect image. The dissection from the Statue of Liberty ad below, reveals how the images are associated together during this process.

The largest image may be the final photo. The additional four images are of the post development of the bottle distortion and also the central strategy shot of the Statue of Liberty.

Marilyn Monroe plus the Statue of Liberty are classed as global device. By incorporating them in to the advertisement I feel Smirnoff will be able to capture the attention of any much wider audience.

The result of the advert is to tell the audience that drinking Smirnoff will make the truth is things by a different perspective. Also Smirnoff brings new life to old images.


My study provides looked at a variety of aspects of Smirnoff advertising and how advertising theory and Surrealism may have effect the way in which the advertisements have been developed. The question My spouse and i set at the start of the analyze was How has Smirnoff advertising recently been influenced by the Surrealist movement?. Unfortunately I was unable to find out from an initial source how a Surrealist activity affected the availability of the ads. Due to this I had formed to make my own eductaed presumptions as to why selected material was used and how various things were presented in the pictures. When I first checked out the We felt that Rene Magrittes work experienced the most impact in the delete word the different present campaigns, mainly because his work



The Hidden Persuaders Vance Packard

Advertising because Communication Gillian Dyer

Portrait and Statue in The european union 1880-1940 George Heard Hamilton

Surrealism Fiona Bradley


Lowe Howard-Spink

United Distillers and Vinters Ltd

Other references

Grolier Multimedia Encyclopaedia Creative Technology

The Internet

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