Title Degtinės Lithuanian vodka reklaminė strategija /
Translation of Title Advertising strategy of products marked by the brand Lithuanian vodka.
Authors Kazlauskaitė, Rūta ; Čepauskaitė, Laima
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Is Part of Acta humanitarica universitatis Saulensis: Kavinės fenomenas kultūroje.. Šiauliai : VšĮ Šiaulių universiteto leidykla. 2012, t. 15, p. 122-141.. ISSN 1822-7309
Keywords [eng] advertising (creative) strategy ; advertising message ; advertising appeal ; visual element ; verbal element ; image ; customer profile ; brand
Abstract [eng] The present article deals with the discussion of the advertising strategy of products marked by the brand Lithuanian vodka: visual and verbal expression of advertising messages has been analyzed and the image of this product has been defined. All the messages contain verbal text or its part and a picture of the package of the product – bottle with a label or only the label. It is the main picture, it identifies the product. Secondary images convey various realia of nature or the life of the Lithuanians: actions and things that in the course of time have become the attributes of certain ceremonies or national festivals. The main character of secondary pictures is a man. The addressee, a potential customer of alcohol, in these pictures should recognize himself: a fi ghter and a winner. The location of secondary pictures is on the right of the bottle, on the bottle and on the background of the bottle. The location shows that during the process of communication the addressee is influenced in three directions: on cognitive, affective and connotative levels. The copywriters have used 7 colours: black, white, grey, green, blue, yellow, and red. They are all quite pure, only conveying the three last ones the component of brightness is often activated. Blue is presented as a lighter and (or) sparkling substitute of black, yellow is given brilliance – a golden hue, red is made darker in a gloomy environment to make a shining vodka bottle brighter. All colours on the layout are combined on the principle of contrast, for example, the originality of vodka that is shown by the title “Original Lithuanian” is indicated by a red label of the brightest tone glued on a colourless bottle. Colourless bottles of special editions are painted to express festive and victorious mood of festivals they are meant for and the implication that one should drink alcohol during national festivals. [...].
Published Šiauliai : VšĮ Šiaulių universiteto leidykla
Type Journal article
Language Lithuanian
Publication date 2012