Caroline Lam

Purpose Distributed in a collectors edition calendar by Lavazza Coffee, this advertisement makes use of sophisticated yet subtle techniques to convince an exclusive class of consumers, that Lavazza is not only superior coffee but the key to a luxuriously seductive lifestyle. By placing emphasis on the first class experience that can be offered by the coffee, the exquisite taste of the coffee is inferred. In an attempt to stand out in a society inundated with advertisements, Lavazza have purported themselves as not just a beverage but an exclusive luxury. Form The advertisement makes use of particular images, words, symbols and a confronting array of colours designed to appeal to the 25 - 50 working generation of educated corporate men and women. The grandiose and extravagant ambiance of the ad indicates that the audience being targeted is wealthy and may even be considered elite. Taking centre stage or page in this case, an alluring air hostess has been digitally altered to possess three pairs of arms, all posed in a stance alluding to that of a highly-recognisable religious Hindu symbol. The striking pose and serene facial expression of the air hostess immediately demands the attention of readers. The mythical, surreal imagery of the woman entices consumers with the promise of enlightenment upon drinking this coffee. Lavazza has cleverly created this image of self-content so that readers, most of whom are familiar with stressful and demanding careers, subconsciously recognise a solution to their stress riddled lives. The allusion to divinity suggests a transcendence of humanity and mediocrity, further appealing to the universal dream of an ideal existence. The two, immaculately suited passengers on board the first class flight, represent the archetype of financial success and social dominance. Cheetah print blankets and sleep masks adorning the two men immediately evoke connotations of wealth as well as raw, untameable power. Surrounded by the opulence of first class, this ad suggests that all businessmen who drink this particularly coffee will be destined for a smooth flight, to the top of the corporate ladder. It appeals to readers sense of identity and where they belong in the business world as opposed to where they could belong. The businessmen exude charm and further associates Lavazza with charisma, youthful virility and the promise of penultimate respect from social peers. The composition of this ad may be considered complex, but not exceedingly convoluted so readers become overly confronted or distracted from the focal product. Strategically placed in the bottom right corner where readers are naturally inclined finish looking, Lavazza ensures that the most memorable aspect of the ad will be their logo and slogan. A simple caption First Class, Espresso Experience, complements the image and captures the implication that Lavazza is not simply a superior taste or blend, but experience. The purposeful use of alliteration is designed to make the caption memorable. The commanding slogan, Express Yourself, makes use of associated terminology as the word express is similar to espresso, reminding readers of the product being advertised. The direct address to readers is commanding yet inclusive and appeals to the perceived self-worth of the reader. The slogan indicates that your true self deserves only First Class - only Lavazza.

Caroline Lam