Abstract
The topic of the essay is the promotion of two famous brands of alcohol. On one hand, we have a presentation of a Mexican coffee liquor called Kamora from the magazine 'Bon Appetit' of March 1990. On the other hand, the second image makes the advertising of a new range of Martini, specially conceived for cocktails. It is more recent because it is extracted from the Express of November, 2007. At first sight these two pictures are aesthetically different. Following the analysis of these two adverts, we can notice that they present a number of similarities. First of all, we can notice that these two products refer, more or less, to art. Advertising of Mayan coffee liquor, Kamora, refers to Mayan civilization and its art, the creation of ceramic objects, reflection of the habits and the beliefs. That's why the advertisement illustrates a Mayan pot, tribal mask, statuette and vase. Martini chooses arts as a means of communication, ads are then signed by the largest poster artists Marcello Dudovich, Leonetto Cappiello and Andy Warhol.
