Journal #12

1. What cultural myths are invoked in the ad?
I think one cultural myth the ad is trying to eliminate is that vodka is a girlie drink. As a whole society often associates vodka with women, where as manly drinks are normally dark (whiskey, rum, etc.).

2. What relationship do you see between those myths and the target
audience for the product? How is the myth conveyed or hinted at?
The target audience for this particular vodka is probably 20 - 30 somethings that can afford a $30 bottle of vodka (and boy oh boy is it worth it, personally I think it is the best vodka ever). The myth is attempted to be destroyed by including a good looking anonymous man in the foreground and good looking women in the background, saying to men "hey if you drink this vodka you can share it with pretty women and get lucky".

3. How do the characters in the ad function as signs?
The women are signs for what the men desire, the man is a sign for the audience.

4. What story does this ad tell about how happiness is achieved?
Happiness is achieved by impressing the opposite sex with your fine taste, good looks and money.

5. How is the ad playing off its audience's desires and/or fears?
The ad is playing off the women in its audience desires to be with a well off man.
The ad is playing off the men in its audiences desires to get with a good looking woman.