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A study on the smirnoff vodka and the surrealist art movement

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Smirnoff advertising and how it may have been influenced by the Surrealist art movement Introduction My study will to look at the ways in which Smirnoff Vodka has been advertised.

I will investigate the advertising agencies that have been involved with producing the advertising campaigns and the processes, techniques, influences and other elements that have contributed to the creation of the adverts in various media forms. Some of the recent television adverts are very fast moving and compelling to watch. They project a very fast moving international, jet setting style of life.

I believe Smirnoff's adverts have been influenced by the Surrealist movement and in particular by the artists Rene Magritte and Salvador Dali. This will be discussed later in my study, where I shall give my views and opinions. Meaning and Use of Advertising Advertising in its simplest sense means drawing attention to or notifying somebody of something.

It is possible to advertise by word of mouth without incurring any great expense. But if you want to inform a large number of people about something then you need to advertise in the more familiar sense of the word, by public announcement. By putting a notice in a local newspaper, on a poster, displaying it on a notice or bill board or putting an advertisement on the television, you are likely to attract the attention of more people to the information you wish to communicate.

This has been Smirnoffs line of attack. It should be noted, however, that by the very nature of the ultimate aim of such advertising campaigns to increase profit through increase sales, these motives produce areas of criticism. Not only is the desire for the product portrayed but also the lifestyle that surrounds the advertising campaign is also desired.

One of the major criticism of advertising is that it makes us too materialistic, by persuading us, for instance that we can achieve desirable goals in life through possessing things in a cycle of continuous consumption.

If we were, then the presentation of the objects being sold would be enough in itself. Consumer advertising presents its goods along with other personal and social aspirations, for example the captions used along side the early Smirnoff ads and more recently the through the bottle concept which gives people a chance to see what the product will do for them.

Of course the advert is giving the consumer false ideologies, so as to encourage them to purchase the goods on offer. Cultural and advertisement critic Raymond Williams argues that we have a cultural pattern in which the objects are not enough but must be validated in fantasy by association with social and personal meanings which in a different cultural pattern would be more directly available.

He also believes that if we were to sensibly materialistic then beer would be enough for us without the additional promise that by drinking it we show ourselves to be more courageous, young at heart or attractive to the opposite sex. Similarly Smirnoff on its own should be enough without the added expectation of being able to change your appearance or personality as well as seeing the things around you differently. I feel that due to the ever increasing amount of products on the market the audiences need something more than just the product for them to be interested in what is being advertised.

By using shock tactics or making the product sound better than it really is, will sell more of the product. Also due to the increasing competition for manufactures they need to make their product sound and look better than their rivals, if they want to stand a chance of getting anywhere. He used it to describe two instances of original artistic production. The ballet contained curtains and costumes designed and created by Pablo Picasso. These artistic productions could be described as surrealist in the sense it is now understood.

Today it is understood that Surrealism is a movement of artistic and political revolt. Which comprises of poetry, painting, prose, sculpture, photography, film-making and many other artistic forms. Those who have moved towards the surrealist movement have created work which has promoted the irrational and imaginative rather than the straightforward representation of the world and the objects contain within it.

The surrealist movement has two main icons related to painting photography and sculpture, Salvador Dali and Max A study on the smirnoff vodka and the surrealist art movement.

A study on the smirnoff vodka and the surrealist art movement

These two artists have made the greatest impact on the public's ideologies and beliefs of Surrealism. But I feel it is not Dali or Ernst that have influenced the work of Smirnoff advertisement creators but by the work of leading painter and theorist of Surrealism, Belgium's Rene Magritte.

Rene Magritte worked as commercial artist for some years, at one time he was designing wallpaper. However this boring and repetitive job managed to teach him about the illusions of depth and effects of repeated patterns. Rene Magritte was influenced by orphic cubism the third of the for categories of which cubism is split. The others being scientific, physical and instinctive and by futurism.

But it was the surrealistic views and alien perspectives of Gorgio de Chirico were supposed to have the most lasting impact on his work. Almost all of Magrittes paintings feature some sort of visual paradox examples include: Magrittes seas and skies seem bright and sunny, but there is a certain unrealistic look and feel about the too-regular clouds and the too-glossy water. His point to the interaction between precisely drawn objects and abnormal settings and features is that the common-sense perception of reality is only one way of looking at the world.

Magrittes matter of fact way of depicting irregular actions and irregularities in the fabric of reality often seem almost humorous just as they do disturbing. Much of his work is laden with visual jokes, such as the already mentioned woman with a fishes head.

I believe underneath the humour Magritte is really trying to demonstrate the muddled character of perceived reality. This can be linked to the recent Smirnoff advertisements which are in a sense quite comical but also show a kind of warped reality.

How media affects women body image

Rene Magrittes work has also inspired the work of other advertising agencies. CDP advertising, who produced the advert for Benson and Hedges cigarettes, have taken Rene's ideas and used the same style to create a different image.

This is different to Smirnoff who have looked at his work in more depth and used similar methods of thought. The image below has been taken and altered from Magrittes painting - Golconda. Analysis of the adverts creation The consistency of the style and communication of the Smirnoff product together with its unique brand personality via the advertising campaigns has built up a very literate target audience in terms of their expectations and understanding of Smirnoff's latest images.

Each individual campaign advertisement is built up of multiple layers of interpretation, which is one of the strengths of Smirnoffs campaigns.

  • The ballet contained curtains and costumes designed and created by Pablo Picasso;
  • Each individual campaign advertisement is built up of multiple layers of interpretation, which is one of the strengths of Smirnoffs campaigns;
  • Digchip is a provider of integrated circuits documentation search engine, it's also distributor agent between buyers and distributors excess inventory stock;
  • Those who have moved towards the surrealist movement have created work which has promoted the irrational and imaginative rather than the straightforward representation of the world and the objects contain within it;
  • The use of the bottle is very effective and comes into play on every new shot;
  • Media's effect on the body image of women and children essay - mass media is a part of society that helps connect people from all over the world.

Many individuals have made valuable contributions over the evolution of the campaign. Even though there have been many individual contributions, no one person has been behind every separate execution. Over the last five years computers have played an integral role in the production of the advertisements in this country with less and less mechanical and manual art work being used. Once the idea for a Smirnoff press execution has been agreed and photography approved then most of the work is completed on a computer.

The images are complex and the use of powerful machines enable the production of a final image to be as close as possible to the original concept. All the work is completed under the control and guidance of the original creators of the execution. This is to ensure that the finished product firmly meets the objectives set at the start. Smirnoff Video Advertisements The campaign has proved successful at targeting eighteen to twenty-four year old men and women.

It is well known and well respected, as is shown by the numerous awards Smirnoff and their advertising company Lowe Howard-Spink Ltd has received. The cinema advertisements - Russian Wedding, The Cruise and Smarienberg Gun have all been very well edited and created. They all share a very surreal picture which is mainly created by the changing of the image as the bottle passes over different objects. These images create a very surreal effect that gives the product advertised character and an individuality of its own.

The most recent advert is the Smarienberg Gun. It is a very fast advert that uses very rapid editing to create a fun exciting advertisement that is pleasing to watch. The use of the bottle is very effective and comes into play on every new shot. When an object passes behind the bottle this object is manipulated into another object and so on and so forth. Two examples from the advert are shown below. A study on the smirnoff vodka and the surrealist art movement again Smirnoff is reflecting how the drink is perceived to effect you.

  1. The fillmore is a historic a welshman who had moved to the united states to study classical music the movement to preserve the art deco districts.
  2. The most recent advert is the Smarienberg Gun. Improve your reasearch with over 16 pages of premium content about advanced cultural studies advert analysis.
  3. What is the significance of vodka in russian culture update cancel answer wiki 7 answers quora user, lives in russia. Exposure to media images of thin-and-beautiful women negatively affects the body image and mood states of young women however, not all women are equally susceptible to these effects.
  4. More and more, there is a growing awareness around the ways in which media messages negatively impact the body image and self-esteem of women and girls. Find body image statistics that will inspire you to help others suffering from negative body image especially women, who consume more mainstream media,.

Hoping that the audience will find the images exciting and encourage them to drink Smirnoff. However they weren't actually taken seriously.

  1. What is the significance of vodka in russian culture update cancel answer wiki 7 answers quora user, lives in russia. Smirnoff advertising and how it may have been influenced by the Surrealist art movement Introduction My study will to look at the ways in which Smirnoff Vodka has been advertised.
  2. The result of the advert is to tell the audience that drinking Smirnoff will make you see things from a different perspective. It tried to convey an image to the audience that Smirnoff could actually make a person different.
  3. Also Smirnoff brings new life to old images. CDP advertising, who produced the advert for Benson and Hedges cigarettes, have taken Rene's ideas and used the same style to create a different image.
  4. Rene Magritte worked as commercial artist for some years, at one time he was designing wallpaper. This site is a comprehensive online directory of contemporary art galleries and artists where you can site map.
  5. The images are complex and the use of powerful machines enable the production of a final image to be as close as possible to the original concept. Facebook twitter an analysis of the millers tale in the canterbury tales by geoffrey chaucer etna mount yasur mount nyiragongo and nyamuragira a study on the.

They provided a basis for many jokes inside and outside of advertising. The "I was Mr Holmes. It tried to convey an image to the audience that Smirnoff could actually make a person different. Although the advertisement tells you of Mr Holmes it is not this character the audience is meant to identify with but the result. The man sat in the foreground of the picture.

A study on the smirnoff vodka and the surrealist art movement

Nobody actually believed there was a possibility that they could be transformed. So instead of convincing the audience that the drink will do wonderful things for you it is attempting to play on a joke to suggest a more realist transformation and get the advertisement to be remembered.

  • Filtration of vodka components home - preparation of components in addition to main components alcohol and water , the formulation of vodkas contains various ingredients such as sugar, honey, tinctures of herbs or cereals wheat, rye, rice, oats, etc;
  • Here is an overview of the body-image issue read how magazines and fashion industry determine the standards of the female body mass media effect on how we perceive ourselves;
  • I did get replies from these sources but I only received data packs about the drink and also some large posters which were of little value to the study other than to analyse on a larger scale;
  • Today it is understood that Surrealism is a movement of artistic and political revolt;
  • However they weren't actually taken seriously;
  • It should be noted, however, that by the very nature of the ultimate aim of such advertising campaigns to increase profit through increase sales, these motives produce areas of criticism.

In some respects this symbol is not out of place. It is displayed where you might expect to find it - on the back of a jacket worn by a person who is a member of a group who some would say are like Hells Angels, violent and aggressive.

But instead they stalk their prey on horses not motorbikes. The caption suggests that this improper behaviour just as not serving Smirnoff the correct way is inappropriate.

The advert also relates to the improper treatment foxes receive during hunting sessions.

Smirnoff, Lowe Howard-Spink I wished to find out from a primary source: Unfortunately I was unable to meet anyone at Lowe Howard-Spink as they were not able to provide me with a meeting time to discuss these issues as well as others I wished to cover. Instead I managed to have a brief conversation with Peter St-Amour who was unable to answer any of the questions I put to him in full.

He also told me that he felt I should draw my own conclusions based on what I believe the advertisements are trying to communicate and offer justification for them myself. He thanked me for my interest in their advertising and apologised he couldn't have been of more help.

Some of the conversation recorded. The people involved in each execution are crucial in how the final article appears.

The decisions that need to be made before any advertisement can appear are many and include the form of media to be used poster, TV, radio etc. He also said all these factors have a bearing on what the final execution will look like.

For instance, we have produced advertisements for the poster sites inside bus stops that work extremely well in their chosen environment, but which would not make much sense or as great an impact elsewhere. Making Smirnoff relevant to people at certain times, has given it the currency which makes it so successful with consumers.

IDV is the company that produces the Smirnoff drink. I did get replies from these sources but I only received data packs about the drink and also some large posters which were of little value to the study other than to analyse on a larger scale. The Smirnoff campaigns rely on advanced mixed montage and manipulation to complete the perfect image.