The Marketing Review
The marketing review constitutes a product audit and is a vital practice in ensuring that promotional costs are minimized. This paper would examine an analysis of twelve wine commercials that depicted America's attempts to learn how to enjoy wine during the twentieth century. The ads highlight the wine industry's success and inspire people to choose wine over other drinks. There has been a shift in the understanding of wine as a commodity, as well as the wine industry as a whole. These changes can be associated with the ads which assemble the symbols and signs which have worked to ensure the fame of wine which is a foreign product to the nation. This has been linked to the ads that ensure promotions of the diversity and the quality of the product.
The Current Likelihood of Wine in America
The current like of wine in America is dated back to 1960s where wine was not common but a foreign product which was imported. The twelve ads explore the different types of wine and their quality in the 20th century. The advertisements use the pictures used in the ancient times with the improvement of the quality improved with time (Morrison & Rabellotti, 2017). This gives the reader the true picture of the changes that have occurred over time.
Properties of the Advertisements
The promotion of wine quality and the diverse varieties is especially represented in the advertisements through the titles. In this case, "the Mogen David Concord Wine" was labeled in the advertisement as the wine that was used as table wine since the topic indicated that David Mogen made the excellent sweetened table wine. The title is made bold with the picture following it is captivating to the eyes of the consumer.
The Wine Industry and Changes
The wine industry has undergone a lot of changes over the past years with the development of more brands which are of high quality and affordable to the consumers. Wine is also made locally through the crushing of the grapes. This product is sold to the consumers locally. The consumers, therefore, views wine as an agricultural product just like the wheat flour or milk, among other products (Morrison & Rabellotti, 2017). This type of wine is a majority form found worldwide. The varieties of the grapes present the varieties of the wine which are found in the industry. There are also many factors influencing the quality of the product ranging from the soil type to the method of processing. This fact is seen from the advertisement by the grapes presented as a picture and the person at the center holding a wine glass. This makes the consumer realize that wine is made from the grapefruit and the quality of the fruits is affected by many factors.
Advertisements and Marketing
The ads representing the various varieties of the product are important in the marketing of the product through the presentation of the importance of the specific quality for the specific occasions (Gao, 2014). This will, therefore, change the perception of the product view through association with the various important occasions in the lives of the consumers. This is a form of the communication between the producers and the consumers because the ads will speak what the producers intend to get to the consumers concerning the quality. The ads depend on the presentation of the different quality for various occasions in equating various occasions to the specific quality of wine. This is important in the presentation of the various tastes of the consumers who would choose the wine for the occasions depending on the features and the type of the product. In the advertisements, the occasions are indicated by the pictures showing people at various occasions.
Differentiating Wine by Color and Characteristics
Wine can be differentiated from the various colors representing the white and red wine which are indicated in the advertisement. Those that have the high levels of alcohol in the advertisements are represented with the indication of getting the consumer high through the consumption of the product. Therefore, the characteristic of the product is represented by the advertisements with clear labels to give the qualities and the features of the said variety of the product. The ads represent a reality that wine is associated with party occasions involving couples or dinner. This reality is represented by the type of wine which is found in the ads. These products have various alcohol contents, and the dinner wine is indicated with the name such as the table wine or the photo and the words found in the advertisement. For example, in the 1941 wine, the advertisement has the description of the type of the wine with the writings such as "Our guest will choose the wine." This gives the consumer a clue on the wine for the occasion.
Representing Social Relationships
The advertisements represent the changes that occurred over time in the wine industry with the featuring of the various types of people during the different years of advertising (Gao, 2014). This, therefore, represents the social relationship that existed between those who are featured. The occasions associated with the various varieties and qualities of wine are a representation of the social relationships that exist between those who are involved in the occasion.
Conclusion
In conclusion, advertisement analysis is an important feature in the promotion of the products. Wine advertisement is important in ensuring the information on the quality, and the diversity of the product reaches the consumer. This is done using the sign and symbols on the advertisement that will deliver the information to the consumer in a very easy way. The advertisement of wine led to the widespread of the wine industry which dated back to the history. Proper investigation of the product is, therefore, mandatory in the development of a good advertisement.
References
Gao, B. (2014). US Import Demand for Beer, Wine, and Spirits by Country of Origin: A Differential Approach. University of Florida.
https://vinepair.com/wine-blog/12-wine-ads-show-america-love-wine/
Morrison, A., & Rabellotti, R. (2017). Gradual catch up and enduring leadership in the global wine industry. Research Policy, 46(2), 417-430.
