Ics 171 Quiz 1 Key - Cuervo’s Real Message

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product.

The advertiser not only attempts to gain the reader’s attention from sex appeal and the magnetic effect on the opposite sex which this product possesses, they also use highly contrasting colors to make the product stand out from the rest of the ad. The black and white portion of the ad demonstrates the effect of drinking the tequila, but draws the reader’s attention away from the product itself. The advertiser wants the reader to know what is creating the magic they see in the black and white portion of the ad. The brightly contrasting yellow of the liquor gently rippling through the lower portion of the ad makes the reader gaze towards the product, which they will see is Jose Cuervo Tequila. The effective use of contrasting colors lets the advertiser tell the story of what happens when you use their product, while still leaving that color image of the tequila in your mind. After the black and white image is forgotten, the color image will remain behind to remind you of what brand to buy at the local store.

The advertiser effectively draws the reader into the story by use of the young, sexually attractive models. The frizzled hair and excitement of the young woman by the presence and touch of the man confirms his sexual appeal. The reader wants to understand what is causing this animal-like magnetism and is quickly drawn to the bright yellow tequila flowing through the black and white print. In the reader’s mind, they connect the tequila with the rest of the story. It is the tequila that has given the man the confidence and appeal. The reader will remember the brand of the bright yellow bottle and purchase it in hopes of recreating the situation in the ad. The advertiser has succeeded in their mission.