ABSOLUT GENIUS: An Analysis of PersuasionDanica A. Cunningham

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Introduction

Absolut Vodka is vodka. Absolut prides itself on having the most homogenous mixture

of ingredients coming all from the same places in Ahus, Sweden, a one source policy—one

distillery, one wheat field, and one deep water well. Nothing else enters their famous bottles

but vodka—even the bottles are sanitized inside and out with Absolut vodka. When founder

L.O. Smith created Absolut in 1879, he envisioned one standard; Absolut is absolute, 100

percent vodka (“About Absolut” 1).

Absolut struck advertising gold with their simple ads that start with “Absolut” and are

followed by another word, flavor or city and feature the bottle or something in the famous

shape of Absolut bottles. This simplicity and congruency allows for all the focus to be directed

toward the product. These product-driven ads come in many forms—print, films, postcards,

clothing, posters, art, and even the bottles themselves serve as advertisements. The print ads in

magazines are the primary type of ad Absolut puts out.

Absolut’s target audience is vodka lovers across the globe. Their ads are often racy and

controversial, implying that their target audience would be younger, 21-35-year-olds. The ads

appeal to a sense of adventure or a sexy, rule-free lifestyle. After all, “In an Absolut World”

anything is possible. Absolut has also tapped into the homosexual demographic and has a

series of ads aimed toward gay individuals. Absolut ads are creative, innovative and often stir

up powerful emotions within the receiver through vivid images or word-choice.

Chapter 11

Absolut has one of the largest ad campaigns in advertising that has not changed for the

last 30 years. Absolut’s ad campaign is so vast that it has become a culture. The ads create a

position in the receiver’s mind that Absolut is the absolute authority on vodka and the best

brand. Absolut has evidently developed their campaign over the last thirty years. They

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remain on the top of the market and know what hot button issues to feature in their ads.

However, Absolut does not show the ads to focus groups or other forms of research before

running ads. Rather, they maintain the same idea that has lead to the creation of a brand

without the need for research.

Absolut invites receivers to become a part of the Absolut World. The ideology that

anything is possible is one of the primary appeals of the campaign. The brand has a personality

of its own—it is daring, adventurous, contemporary and witty. Absolut vodka is the cool kid

and by drinking it, it is possible to be that cool kid too.

Absolut campaigns utilize many forms of communication mediums to reach their

audience. There are films, the most recent one direct by Spike Jonze, art, created by Andy

Warhol and Keith Haring, musicians like David Bowie and Velvet Revolver and Absolut has

even penetrated the fashion world with help from Versace and Manolo—Absolut not only

utilizes traditional media but obviously branches into extraordinary mediums to communicate

with their audiences.

Chapter 1

Using Rank’s Intensify/Downplay schema, Absolut does not rely much at all on

downplaying their competition or their own bad. There is not confusion with their ads. They

do not attempt to divert the audience’s attention from other vodkas, rather they simply present

the product. They do not include half-truths or biased evidence (Larson 32). Their ads are

simple and concise—Absolut is, in this case (See Figure 1), irresistible.

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events, Absolut must check the age demographic of the event being sponsored so they don’t sponsor a children’s event.On March 15, 1009, Absolut launched “Recognize the Moment,” not just a campaign promoting responsible drinking, but also tips and tools to make responsible decisions through videos and social-networking (Recognize the Moment 1). Through this program, there is an option to send yourself a text message at a certain time of the night with a personalized message, reminding yourself to stop drinking, give your keys away or celebrate something. Absolut has ads that appeal to many types of people. They have started tapping into the homosexual community using Absolut Colors to appeal to the LGBT community. A portion of the sales of the alcohol featured in this campaign goes to LGBT organizations. Absolut appeals to a worldwide market and does not discriminate based on race of sex that is a key component of the ethicality of messages (Larson 61).However, Absolut ads are not always received well by everybody. In 2009, Absolut released an ad that displayed the superiority of the Mexican people that in an “Absolut World” Mexico would incorporate half of the United States (See Figure 2). This ad makes Americans looks inferior and offended many people, going against the morals of moral exclusion (Larson 60).

Figure 1Absolut does utilize the Intensify aspect of Rank’s model. The biggest way they do so is through

repetition. Using the same campaign for the last thirty years would assuredly be considered

repetition. All the ads have the same, recognizable form that stems from the same composition.

There are two fonts used on the bottle, both know for being a part of the Absolut brand. This

particular ad stays on the same format as the others—the bottle and a two-word Absolut

phrase. Absolut also relies on the association aspect of Rank’s model. Through the use of two-

word phrases the goal of the ad is to elicit a real-life association to the emotion displayed. By

using positive words and images, it leads to a positive association toward the Absolut brand.

Chapter 2

Upon going to Absolut’s website, there is a prompt for a birth date to be entered to

prevent people underage from entering their site. Also, Absolut does no place ads on television

stations or in print forms of media aimed towards underage individuals. When planning

Figure 2

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reality through ink—a reality that evokes a strong desire or emotional response to the ad. Accompanying these images are the sensory words, furthering the message. Figures 3, 4, and 5 all demonstrate the various emotions that can be evoked through the thematic dimension via sensory language. Figure 3 shows what can happen in an “Absolut World.” The employment of the phrase “In an Absolut World” indicates the farfetchedness of the ad. Partnered along with the image, it evokes a humorous emotional response. Figures 4 and 5 play on the receivers’ past experiences of what is being described. Absolut Summer, lounging by the pool without a care and Absolut Tradition of Christmastime, one of the typically most ritualized practices families have.

Figure 3

Figure 5Figure 4

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Chapter 7

The process premises that are used are that of needs and attitudes. Absolut appeals to

the needs of their audience in multiple ways. The need for ego gratification is one of the

primary needs that Absolut seeks to satisfy through their ads. The Absolut campaign has the

magical ability to make everybody feel like a celebrity or somebody who is extremely

important. Absolut presses on the hot button of the “better than you” attitude (Larson 177).

Drinking Absolut makes you superior—developing the need to drink Absolut. Also, Absolut

satisfies the need for creative outlets with their wide range of advertisements that relate back

to creativity that Absolut helps the receivers achieve. The need for creative outlets is displayed

best through Absolut’s wide array of famous artists who have created pieces for them.

Absolut also uses the premise of attitudes within their campaign. Absolut has the

attitude of being a “premium” brand. This attitude is then passed on to the consumer—if they

consume Absolut, they too will be superior. Absolut also conveys an attitude of creativity and

innovation. Their ads are always cutting edge, make their brand seem cutting edge as well.

This creates an attitude that Absolut is the coolest and always ahead of the rest of the alcohol

market. Absolut uses attitudes to sell their product and persuade receivers of the superiority

and excitement of their brand (Larson 195). Also, Absolut touches on the consistency process

premise in the fact that they have consistent ads that have created an expectation in consumers.

The most dominant persuasive effect of the process premises used by Absolut is that of the

need for ego gratification.

Chapter 8

Absolut not only applies to our desire to be sophisticated and have our ego’s stroked, but

also appeals using logic. Absolut provides evidence to the quality and potential enjoyment that

can be extracted by using their product. This evidence can be processed rationally. Also,

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Absolut persuades through demonstration of the excellence of their product.

Absolut’s ad campaigns use deductive reasoning. It puts the message out and allows the

receiver to interpret it as desired. There is a basic meaning that can then change based on the

receiver’s attitude. Absolut ads are excellent for this deductive reasoning because of their

simplicity that does not allow for boredom to set in or too much information that allows no

room for interpretation.

The fallacy that Absolut is probably the most guilty of is that of the undistributed middle.

This fallacy is based on the idea that if something shares some aspects with another then it

shares all attributes (Larson 221). For example, because Kate Winslet is famous and drinks

Absolut vodka, then all famous people must drink Absolut. Using a popular brand will make a

consumer seem popular (Larson 221).

The premises are essentially the same across all of Absolut’s target audiences—Absolut

is a valid brand that is popular because of its superior quality and taste. Deductive reasoning

serves as Absolut’s primary persuasive effect attributable to the content premises.

Chapter 9

Absolut uses multiple cultural premises in their campaigns. The possibility of success is

demonstrated in a lot of their ads. Absolut will allow an individual to become the best, achieve

their goals and live the fantastic life that everybody strives for.

Absolut also uses the Eternal Return concept, or the rejection of concrete historical time

or things as they actually happened. Figure 2 provides an excellent example of this. This ad

obviously appeals to the Hispanic community and the way they would have liked things to have

gone during the Spanish American war. Also, Absolut has a series of ads targeted toward the

Baby Boomer generation that glamorizes the music and art during their youth.

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Absolut also uses the cultural premise of the triumphant individual—the risk-taker can achieve all. Absolut can help the self-made man or woman with their spunk and gusto achieve whatever goals they want. The “In and Absolut World” campaign definitely uses the triumphant individual. Whether you are a nerd who wants to be cool, a voter who wants politicians to have Pinocchio-like noses, or somebody who wants to reverse global-warming by dropping huge ice cubes into the ocean—you can achieve your goals in an Absolut world.Chapter 10The most essential aspect of Absolut ads would probably be their nonverbal conveyance of the superiority of their brand. Never do they explicitly state that they are better than brand x, but their advertisements are always professionally done, with little to no speaking—simply music and an Absolut world. When there is speaking in any television ads, it is typically a very soothing male or female voice that has a European accent. These vocal factors are one of Dale Leathers’ seven nonverbal channels (Larson 259). The nonverbal elements of Absolut ads give it an exciting and fun flair. Their “In an Absolut World” ads feature many nonverbals that express happiness—smiling, hugging, and laughing dominate these commercials. These nonverbal messages of pleasure persuade the audience that Absolut can increase their happiness—making the product that much more appealing. The primary identification from Absolut’s nonverbal elements in their ads is the

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happiness that their product can bring and also its superiority in the competitive alcohol market.These nonverbal symbols could potentially hinder the audience from making good decisions. The ads convey the idea that alcohol creates a lot of happiness, when it reality drinking is not always such a positive experience. Serious illnesses often stem from alcohol abuse, but none of these negative effects of alcohol are displayed in Absolut’s nonverbal messages. However, there is no denying Absolut’s superior quality based on facts, so the nonverbal messages in that sense do aid consumers in making the best choice when it comes to quality.Chapter 12In Absolut’s television ad, “In an Absolut World Currency Would be Replaced with Acts of Kindness,” Hugh Rank’s Desire-Stimulating Model can be observed. Within this model, there are four desire-stimulating techniques. This ad applies two of these strategies. The first strategy used is Rank’s “get a good” (Larson 314). This applies in the sense that Absolut seemingly makes money obsolete and is replaced by acts of kindness. This provides a “good” of being liked and a feeling of acceptance, satisfying a need. The second aspect of Rank’s model is the desire of getting rid of a bad—worrying about money (Larson 315). There is always the negative feeling associated with spending money whether it is guilt or the sadness of being broke. In an Absolut world that negative feeling would be eliminated if all that were required to purchase something was an act of kindness.

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Absolut ads don’t really use any form of proof in their ads. They provide no statistics, testimony, visual evidence, or comparison and contrast. Their “Absolut Anthem” television spot includes a bit of a narrative, making the way Absolut is produced come to life (Larson 316). The typical Absolut ad lacks any form of proof.Absolut uses the common tactic of planting within their persuasive messages. Planting uses one or more of the fives senses to open a channel in the audience’s memory of how they have personally experienced the product (Larson 327). Absolut ads stimulate the sense of sight, creating a memory of way a chilled Absolut bottle looks with the clear, crisp vodka spilling into a cup. This visual can lead to the way a cold glass of Absolut feels in your hand and the way it feels at is goes down your throat—cool, crisp and refreshing. This is planting at its finest.Chapter 14Perhaps Absolut’s strongest aspect of persuasion in their ad campaigns is the use of branding. Absolut is a world-wide brand that is recognized and sold in many countries on many continents. Over the past hundred-plus years, Absolut has built a brand that is known for its superior quality and taste. Also, Absolut is an innovative brand, being one of the first multinational corporations to acknowledge and market to the gay community. A brand with so much staying power has obviously been able to adapt to change. Absolut is always on the cutting edge with both their print and video ads, whether it is with topics, artists or stunning visuals. Absolut’s packaging also sets it apart from other brands. The clear bottle with the bold blue font and perfect hand-written-like font are synonymous with Absolut. The famous Absolut bottle was based off of nineteenth century pharmacy bottles, one

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in particular that was discovered in Stockholm (“About Absolut” 1). The shape of this bottle has

served as the basis for thousands of advertisements and works of art. The brand that Absolut

has established is what has kept them current and favored in such a competitive global market.

Absolut has not deceptive claims in their messages. The majority of their messages are

clear and open, particularly when it comes to the quality of their product.

Conclusion

Absolut Vodka has built an incredibly passive persuasive campaign. Never do they

explicitly state the superiority of their product or that it is what you should drink—they just

make you want to drink their vodka. The messages are cutting edge and visually stunning.

They convey a feeling of superiority without coming off as unattainable and snobby. Absolut

Vodka is in one word, cool.

Through this persuasion course, I have learned to be a critical receiver of persuasive

messages, not just the tactics that are used. I have a new appreciation and understanding of the

various tactics and strategies Absolut uses in their advertising campaigns. So much of their

appeal stems from aesthetic pleasure. Their ads are beautiful and creative, creating a positive

association in the receivers’ mind. I truly appreciate Absolut’s advertising and this course has

only increased the respect I have for the brand.

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Works Cited

“About Absolut.” The Official ABSOLUT Website. Absolut Vodka. Web. 03 Mar. 2010.

<http://www.absolut.com/us/about>.

Absolut Vodka. Advertisement. YouTube - Broadcast Yourself. “Absolut Anthem.” Absolut

Vodka, 03 Jan. 2010. Web. 22 Apr. 2010. <http://www.youtube.com/watch?

v=5O16C1ZLuyI>.

Absolut Vodka. Advertisement. YouTube. “In An Absolut World: Acts of Kindness.” Absolut

Vodka, 15 Oct. 2009. Web. 21 Apr. 2010. <http://www.youtube.com/watch?

v=bmtxJ4oJ8eM>.

Larson, Charles U. Persuasion: Reception and Responsibility. 12th ed. Boston: Wadsworth, 2010.

Print.

“Recognize the Moment” The Official ABSOLUT Website. Absolut Vodka. Web. 7 April 2010.

<http://www.absolut.com/us/about>.

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