Adbusters Spoof Ad
Jie Chen

(Compare with Absolut Mandarin Ad)

revised, with second analysis, February 12

The Power of Rhetoric

Jie Chen

A bent bottle with some liquor spilled around it, which is a distorted promotion of the alcohol. The example of aporia is coming into play our doubt, and we cast perplexity on the abnormality of the image.

This ad is posted on the link named Spoof Ads. The denotation of “spoof” means “a gentle satirical imitation.” The bent bottle contrast with the text “absolute vodka” set an example of irony to convey the opposite meaning, appealing to the target of the drunk that alcohol hurts a man’s health.

Its appeal to pathos, an example of antithesis, the juxtaposition of contrasting ideas in balanced phrases heavily impacts the viewer. For instance, the fine text ABSOLUTE VODKA visually parallels with ABSOLUTE IMPOTENCE, which, however, possesses contrast meaning. Also, an example of ellipsis, the omission of words in between the text indicates if a man drinks Vodka, he will become absolutely impotent. In metaphor, the bent bottle spilling liquor like the bent penis spilling semen, humorously reminds male of not drinking Vodka.

Additional analysis submitted by Katharine Binder, February 12

I want to give a short statement to the “Absolut Vodka” ad analysis. I go along with Jie Chens interpretation and the ad gave me the same idea. I think that the slogan “Absolut Impotence” can be seen as an enthymeme: Absolut = Absolut Vodka, Vodka = Alcohol; Alcohol = impotence and impotence is bad, probably one of the worst things that are imaginably for a man.

The article also contains a quote by William Shakespeare which is not mentioned in the analysis but from my point of view an important component of the ad. The quote supports the idea of presenting the serious message and intention of the ad in a humorous way which persuades especially young people/men better than something like: “Don’t drink, it makes you impotent!” It visualizes the issue of the advertising very good and if being a man or being together with a man – the idea of impotence is scary and a kind of identification takes place. And who can question the testimony of one of the greatest writers ever?