The ad for Kentucky Tavern Whiskey is a very sexual one,
filled with hidden meanings and subliminal messaging. The words used in this
specific ad are carefully placed and full of double meanings. The words
“pleasure” and “planned” both use the playful “puh” sound at the beginning, and
the P alliteration can be used to indicate breathlessness and, as seen in this case,
relaxation, both feelings commonly associated with post-orgasm sensations.
These words are included in the title at the top of the page, “Pleasure . . .
As Planned”, and are seen once again in the short description at the bottom.
The word “pleasure” is usually linked with sexual gratification, and in this
ad, the advertisers mix that meaning with the other pleasure of familiarity and
hominess brought on by the word “Kentucky” and the description of the family at
the distillery.
The use of
color in this ad is also very symbolic. The most prominent color, red, is one
of the most powerful colors used in advertising, because not only does the
color represent two of the strongest emotions, hate and love, but it also has a
third emotion tied to it: lust. The letters, the whiskey, and the book in the
background are all a shade of red, creating an overwhelming sense of warmth and
desire. The cherries inside the two glasses of whiskey are also a shiny red,
and have an unspoken association with sexual innocence. Deep blue is used to
portray serenity, green is used to symbolize wealth, and yellow with happiness,
and all three of these colors can be seen surrounding the majority of red in
the ad.
The other
prominent symbols in this ad are the objects. The books in the back represent
knowledge and the title of the red book “The Aristocrat of Bonds” automatically
creates a sense of power and financial superiority. The architectural drawings
that are being used as a temporary table for this Kentucky Tavern Whiskey could
also be interpreted as another symbol for intelligence. The fact that there are
two glasses in the on top of the drawings implies that there is a pair of
people who are consuming this whiskey, once again relating back to the sexual
undertones of the entire ad.
In
general, the whole ad exudes sexual fulfillment and intelligence, and both of
these things appeal to the targeted audience, men. With the repeated use of the
word “pleasure” and the color red in the ad, the advertisers are trying to
subliminally seduce the consumer into drinking Kentucky Tavern Whisky,
promising the same effects and satisfaction as sexual acts and having an
education.
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