Ciroc

The ciroc premium vodka ad, captures the quintessential elements of advertising that Fowler puts forth in his article "Advertising's Fifteen Basic Appeals" and is the perfect basis for what Williams describes as "psychology being used against is" in his article "Advertising the Magic system". The ad itself starts off with P.Diddy stating "when I celebrate life I celebrate with the best....ciroc ultra premium vodka". The ad then gives way to a black and white portrait of Diddy at a party surrounded by beautiful people, who are assumed to be in the upper echelons of society, while frank sinatra plays in the background. Eventually the ad ends with Diddy stating "ciroc ultra premium vodka... celebrate responsibly." The ad clearly alludes to the need to dominate, the need to achieve, the need for prominence, as well as the need for sex. Dominance, prominence, and success are linked to the party in which it is clear that these people are there because of the success they have achieved in their lives which allows them to be hosting and attending such a high scale event. Sex ties in because it just so happens that every one at this party drinking ciroc, tend to be young, vibrant, beautiful individuals. These psychological ploys have been introduced to give people the impression that ciroc is not intended for the average person and those who are able to purchase and enjoy such a product clearly have a lot going in their favor. While all of this is conveyed to influence people to buy and drink a vodka, it seems as Williams' mentions that the ad is not trying to sell a product but instead a lifestyle. There is little in the ad describing the taste or anything really pertaining to the vodka itself, it is clear the main goal of this ad is to influence people to buy ciroc because it symbolizes success. In this regard psychology has been turned against us to influence unnecessary purchases because society tells us this is the appropriate thing to do. This "magic" as Williams calls it deters from the important things in life, and leads to capitalist tendencies shifting the way we look at ourselves and those around us, and this leads to a skewed perspective on necessity and success. 

In my own personal opinion I think this ad optimizes Williams and Fowlers articles. It pulls at the basic human needs society has constrained and uses these appeals/ emotions, to convey a message and influence purchasers, just as Fowler describes. Yet while it does a great job of utilizing the basic tenements of a successful ad, it also seems to define Williams problems with advertising. The ad pushes and pulls at societies short comings and what Williams sees as unnecessary fascinations with success and prominence, clearly evident in the overt advertising of the life  style that ciroc suggests and not the liquor itself.  

Jake Lichter