| Instinct to eat and drink is the most strongest of human`s basic instincts. Although to drink alcohol is different from other basic instincts, it especially is strong. Therefore an alcohol advertisement is made up of various contents to stimulate these instincts. These ways to advertise alcohol products were very simple until 1980`s. But Absolute Vodak campaigns in mid 1980`s used various methods and materials to express images of product. Absolute Vodak campaign developed alcohol Ads in quality and quantity. This article focus on these ascepts of Absolute Vodak compaigns with the intention of helping quality improvement of domestic alcohol Ad. This article uses various psychological and arctic access to balance to analysis Absolute Vodak campaigns. Conclusions are following. First, Absolute Vodak campaigns used various methods and materials to express images and balance. Second, symbolic expression made these Ads possible. Various symbolic materials expresses secondary social images of products to help audiences identify themselves with product via consumption. Third, Absolute Vodak campaigns used various methods such as balance/ unbalance, centrifugal, crystallographic balance. It aims to keep balance in Ads to change audiences` mind. Therefore we can use these methods to improve quality of domestic alcohol Ads. |
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