Focus
Our focus for this advert is the above Tuborg beer advert, this advert was taken from the internet and most of the research was done from the internet as well, as it is the easiest and in this case and most reliable medium of information for the subject. The product is an alcoholic beverage by the name of Tuborg, which is a grain based beer produced in the European country of Denmark. It is produced as part of the brew brought forth by the Carlsberg group which is well known for their Carlsberg beer.
Tuborg beer advertisement
The communicator in this advert is the graphic designer, who is advertising a certain brand of beer to consumers with his work. The poster was designed by an agency from France called Publicis Concil and Pierre Penicaud being the art director of the work and Olivier Altmann was the creative director. The product being advertised in the above advert is a brand of beer known as tuborg beer which is produced by Tuborg breweries which is a part of the Carlsberg group.
Tuborg export different adaptations of their original brew to over 31 countries and this variety include wide range of variety of beers include Tuborg Green, Tuborg Lemon, Tuborg Christmas beer, Tuborg Gold, Tuborg Twist, Tuborg Black. Tuborg Gold is quite popular throughout Denmark and southern Sweden, in the latter being as easily found on store shelves as other Swedish brews, such as Prrips blar or Falcon. Tuborg Green has been extremely successful in Eastern Europe, especially in Russia where the brand has seen double digit growth for a number of years and is now the largest premium international beer in the country. Part of the brand's success has come from its strong links to music in Eastern Europe and by being one of the first beers in the market to launch the innovative ring pull cap.
Basically the advisement evidence the alcoholic drink which by alcohol sale law depicts that it is not for sale for persons under the age of 18 so it’s ideal to say the advert targets people who are 18 to 25. One may ask, why 18 to 25 not 18 and above as we always see on most of alcoholic drinks? Basically the poster was made based on a high fantasy epic film trilogy cover ‘ The Lord of The Rings’ directed by Peter Jackson and written by J.R.R. Tolkien as it can be evidenced from the design and the catch-phrase of the poster ‘The Lord of The Drinks.’ The movie was popular to people of the age group of 18 to 25. People of this age are mostly known for their rather wild and outgoing personalities, that is they like to have fun and most of them use alcohol to help them achieve this goal and therefore Turbog made this advert to be that solution in that equation. They are in no-way misfits or thugs, they are just out to experience the world in the best way they can. The advert is again focused on males and females of every race where Turborg beer is available, from different countries in Asia to many countries in Europe and also in the United States and a few countries in Africa. The advert also concentrate on people who are making a steady amount of income as it is well understood that most people waist lots of money on alcohol forgetting their needs and in no way does the advert promotes irresponsible drinking but promotes the opposite. So it influences drinking responsibly and having a budget for your drinking because alcohol is bought with cash.
Looking at the needs and gratification addressed in the ad we can say the slogan for or rather the catch-phrase for the ad is The Lord of The Drinks so we would say that this alone address the need of the people to have the best product offered out of all other products. The tittle ‘Lord’ can denote a prince or sometimes a feudal superior and can also be used in conjunction with others to denote a superior holder of an otherwise a generic tittle. So what does this says about Turborg beer since the word ‘Lord’ has been used in the ad? Like we said before the word brings forth other words like prince which generally mean that the whole poster depicts that the Turborg beer is a ruler, it rules all the other beers ever made. It is superior according to the ad and this is evidenced by the words used on the ad and also the graphics in general. Turbog is for the ones above all others, so the ad says, and this message is positive to the consumer because everyone wants to be at the top. Everyone wants to be superior and if you drink Turbog then you are the ‘Lord’ just like in the movie ‘The Lord of The Rings’ where you could tell who’s superior not only by their status but by also the determination to win and also their inner strength to fight to the end and that’s what you feel when drinking Turborg, at least that’s what the ad says.
I would say that in this ad the non-verbal cue would be the Tuborg taking over the whole land as seen in the above advertisement or the picture if I may say so, and with that I would say that the non-verbal cue does support the non-verbal message. The non-verbal message says that Tuborg is the king of drinks and the fact that the advert depicts it as covering the whole landscape of the picture supports that. So with that said I would say that the non-verbal cue and the non-verbal message of this advert go well together, another reason is the movie reference. From what the movie depicted there was a ring which was higher than all others in both power and status and that is the non-verbal cue which further backs the title which is the non-verbal message which we know is the “ lord of the drinks”.
