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The majority of the planet is inundated with it. Without it our bodies would shrivel up like raisins and we would die. Sit down in any restaurant and almost instantly someone will pour you a glass, free of charge and without ordering a thing. Walk down most any major hallway and you will find a fountain gushing forth, free for all who want a gulp or two. Venture into your kitchen, bathroom or laundry room and turn on the faucet, most likely a clear liquid (unless you happen to live in New York) will flow out in abundance. What am I talking about?
What could you possible get for free in this profit-gouging world of ours? Water. Why then are there innumerable companies bottling what we can essentially get for free and selling sell it for big profits? Because people are buying it. In fact so many people buy it that companies are spending big money on advertising to compete with all the new brand waters that continue to flood the market.
Water tastes like water whether it is fortified, filtered, or bottled directly from some natural spring. Sure there may be a slight difference in the quality of taste but essentially they all are the same. Aquafina and Evian are two well-known brand waters. I have The Aquafina ad takes up a full page but is split into two pictures.
On top are three teenage girls dressed in royal blue and gold soccer uniforms. They all have dirty socks on which suggests that the team members are more than merely observers of the game. One girl sits on the end of a bench with a soccer ball at her feet. The other two girls are nearby jumping for joy, assumable over a goal by their team.
All three look extremely happy and look to be yelling and cheering passionately. It is a beautiful day in their world; the sky is vibrant blue with a few fluffy white clouds here and there, but not a slight chance of rain. Casually placed on the top left of the picture, above the sitting girl, is a fact, Your sweat is 98 % water. Placed in front of one of the cheering girls calves is another little piece of information telling you Your muscles are 75 % water. On the bottom ad of the picture, taking up equal space is a glowing, plastic bottle of Aquafina on a blue background that fades in color as it reaches the top of the page.
The copy, in bold white letters directly to the left of the bottle declares Every part of your body needs water. Give it the water thats guaranteed pure. Guaranteed pure is emphasized by the color orange. In the lower right of the page, on the opposite side of the bottle of the water is a single important word in large, white type, essential. The ad for Evian takes up two full pages. It is a surreal picture of a beautiful mermaid with a creamy white complexion, long flowing blonde hair, and liquid blue eyes that gaze suggestively at you.
She is floating languorously in very blue, crystal clear water. Her silvery mermaid tail is flipped out behind her, as to expose her belly button, which is cleverly highlighted by a ray of light from above the surface of the water. Poised seductively at her half open lips is a glass bottle of evian Natural Spring Water From the French Alps. Simply stated at the bottom of the page is a single word in red type, Loriginal. Inconspicuously placed sideways in the top corner is a web address, evian. com.
Each of these advertisements is clearly targeting different audiences. Aquafina's ad seems to be trying to kill two birds with one stone with their teenage soccer players. Using the soccer players should appeal to the teenagers themselves, as well as their parents who may be concerned about whether their sporting kids are keeping properly hydrated. Aquafina's advertising is sadly obvious in their use of ethnic diversity by showing a blonde girl, an African-American and an Indian-American.
I imagine this is supposed to show that Aquafina's water does not cater to one specific ethnic group. By giving us facts about how much water our bodies contain, and placing them near the teens, Aquafina gives the impression that they are a health conscious product that is concerned with our well being. They state that the water they sell is pure, and they guarantee it. This statement seems to suggest that maybe other brand of water is not so pure in comparison. Evian's is a complete contrast to Aquafina's ad, and almost seems to be a snide rebuttal to it. The red Loriginal printed on the bottom of the as is the only statement evian feels it needs to make.
A mermaid living in water chooses evian water as her choice of beverage and a picture is worth a thousand words, right? Evian was the first (making it the original) bottled water ever mass marketed and seems to think that is enough to make it superior to all imitators. Evian is not as concerned with our water intake as it is with the image their bottle portrays. Their ad is definitely more aesthetically pleasing to the eye... According to the VALS, a influential demographic tool developed by SRI Research, outer-directed consumers want to identify with certain in-groups, to keep up with the Jones or to surpass them. (Understanding Image Analysis p 219) Evian is a relatively cheap way for a person to make a fashion statement that emulates sexiness as well as success fulness. The model in Evian's ad exudes sexiness but in a creative way.
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