Week 11: Trends & Environments

This weeks topic revolved around the topic of trends and environments, lighting up the messages, and understanding the symbolism & semiotics of the new.

Our challenge for this week was to pick either a global news story or a global brand and investigate how they are delivered in different global contexts, and further more, how society is manipulated by a message and how graphic design is deployed.

Lecture

Before delving into the workshop challenge, I wanted to get a firmer grasp on the definition and concept of symbolism and semiotics, and so I tuned into this weeks insightful lecture with Martin Hosken.

'Acknowledge the sender and the original intention, but also the context, medium, the transmission and the receiver of the message'.

Hosken highlights two of the major problems that can arise when trying to send out a message. The first problem being that the same message can mean different things to different receivers- dependent on who is sending it, it's context or medium and the acknowledgement of the receiver.

A common example can be seen with colours and their symbolism- which changes from culture to culture. For instance, the colour red can symbolise or evoke associations with danger or caution within the Middle East, whereas in China it symbolises luck and happiness.

The other problem that can arise is that whilst the image can carry an initial meaning, that meaning is actually dependent on context- which can change over time.

A big example being that of the swastika symbol, in which was not always associated with Adolf Hitlers Nazi Party during the Second World War, but used to be a very common symbol that represented well-being and good luck. Whilst its initial intentions might have been pure, it was because of those horrific events that the symbol now represents something much more sadistic and devastating.

Sign, Signifier, Signified

Hosken presents to us a clear diagram and example of how we can differentiate signs, signifiers and signified.

This was actually really helpful, especially with the context that came after revolving around Roland Bathes analysis of the Panzani advertisement. How the bringing together of the tomato, pepper and the tricoloured hues of the props recreates the colours of the Italian flag and automatically allows us to associate the advertisement with Italy or 'Italianicity'.

Reflection

Overall, Hosken ends the lecture with a quote that I wanted to reiterate on this blog entry.

'In essence, the meaning of a text is not inherent within the text itself but is created within the relationship of the text, the reader, and the original psychological image that was intended.'

I think overall, this lecture has allowed me to expand upon my ideas and knowledge of how we should delve deeper into our graphic design, but also how we should always consider the intention of our work. We should acknowledge how each little detail, image, type, colour etc could effect that pieces outcome.

Case Study

In part 2 of the lecture material, Tom Finn shared a brilliant example of how a brand can change its image depending on different global contexts. The overarching example he used was the Olympics as it's known that with each event, the olympic logo is altered to reflect upon the country it is stationed in.

Tom splits the designs into three different categories; Systematic, Emblematic and Abstract.

Systematic

Mexico 1968- Lance Wyman

With this particular piece, more context is needed in order to understand its significance- the line work and patterns we see in this logo was inspired by old Mexican ceramics.

Emblematic

Tokyo 1964- Masaru Katsumi & Yasaku Kamekura

In this particular piece, you can definitely identity the source of inspiration and the underlining context as it uses The Rising Sun symbol- which links directly to the Japanese flag.

Abstract

London 2012- Wolff Olins

With this piece, it doesn't directly link to anything that links to London- but it is considered to be quite a modern and bold piece which was created with the intention of appealing to the youth.

Workshop Challenge

What lies beneath?

Case Study 1: Take one story to see how it is reported globally. Collect three versions of the same story from three different countries. How is it reported? Headline? Text? Unpacking meaning and distorting meaning.

Case Study 2: Take a brand and look at how it is delivered in different countries, e.g. alcohol, tobacco, transport, cars. Is it symbolised in a different way? Why might colour or typeface have been changed? Does it work at a local level and does it work at a global level?

Task: Please explore Case Study 1 or 2. Collect visual examples and upload onto your blog and onto the ideas wall. Debate your opinions with your coursemates – ensure you contribute and incorporate this into a short 500 word written critical review in your blog. Consider the impact the media has on your understanding of visual signs and symbols relating to that piece.

These case studies explore how society is manipulated by a message and how graphic design is deployed.

Chosen Brand

After a lot of deliberation for this weeks workshop challenge, I decided to keep it simple and choose the very well-known alcohol brand, 'Absolut Vodka'.

The reason why, was because I knew that Absolut Vodka was quite popular here in the UK (in the top ten for popular alcohol brands) and that it had started in Sweden before making its way over to the US- although, that was all I knew about it (other than the fact that I had seen it advertised on the popular US show 'RuPauls Drag Race').

And so I thought it was important, before I delved into its different campaigns across the globe, to do a bit of research into its history.

Summary of Absolut Vodka's History

Absolut Vodka was founded by the entrepreneur Lars Olsson Smith over in Åhus, Sweden in 1879- although back then it was named 'Absolut Rent Brännvin' which literally means 'absolutely pure vodka'.

Lars Olsson Smith had passed in 1913 and the company was taken over and modernised by Lars Lindmark in the 1970s', who at the time was the President of V&S Vin & Sprit AB (The Swedish Wine and Spirits Corporation.

In 1979, a century after its first initial establishment, Lindmark had decided to export a new range of vodka, which we have come to know now a 'Absolut Vodka'.

At this point, it had finally started to hit the global market, however, the uphill battle to the top of the industry was long and hard as they were competing against other powerhouses like 'Smirnoff'.

At the time, although the product itself was considered one of the best, Absolute Vodka still had little to no advertisement and generally undistinguished packaging- which then called for a huge rebranding.

The company had initially turned to the US for help with their branding, but resultantly found inspiration back in their homeland. The advertising man Gunnar Broman, had taken interest in these 100th century-old Swedish medicine bottles that were found in an old antique shop in Stockholm (In the 16th and 17th centuries, vodka had actually been used as a form of medicine).

With this bottle design in mind, paired with a clear label and the iconic blue in the title, Absolut Vodka had finally created its staple product that we see today.

You could definitely say that it was through the beautiful product design, its stylish advertisement and its incredible collaborative work that it soon took the alcohol industry by storm.

Absolut Vodka's Advertisement

For this workshop challenge, I decided to look into how Absolut Vodka had represented themselves in these three different locations- Sweden, the United States, and the United Kingdom. I want to investigate into how they embrace and utilise their Swedish background and roots whilst also aiming to globalise their brand and appeal to different cultures and demographics.

Sweden- 'Absolut Perfection'

I wanted to start my investigation in the place in which Absolut Vodka started as I was generally interested in how they present themselves in their home country. I tried to find a poster that reflected upon the companies background and culture and in some cases, there was one that was quite systematic in its messaging.

In 1981, 'Absolut Perfection' launched the longest- running campaign in advertising history- spreading over a course of 25 years. The concept was simple but effective- revolving around the concept of combining puns and statements with striking images.

Fig. 5- Absolut Vodka 'Absolut Perfection' Campaign Poster- https://www.smartinsights.com/online-brand-strategy/international-marketing/campaign-of-the-week-the-longest-running-print-ad-marketing-campaign-in-history/

The first poster of the series 'Absolut Perfection' made me think back to the context of Absolut Vodka and how the original name 'Absolut Rent Brännvin' actually translated to 'absolutely pure vodka'.

And after a bit of digging, I actually learnt that that was pretty much what they were going for.

It made sense that the very first poster that was launched was a celebration of the product, but also of the values that were maintained since it's establishment.

The signifiers of this image-the product itself, as well as the halo and the white light, creating this idea that Absolut Vodka is clear, pure, and perfect- borderline heavenly.

United States- 'Absolut Warhol'

Fig. 6- Absolut Vodka 'Absolut New York'- https://www.smartinsights.com/online-brand-strategy/international-marketing/campaign-of-the-week-the-longest-running-print-ad-marketing-campaign-in-history/

Continuing on from the launch of the first campaign poster, 1499 more variations were released over the course of those 25 years.

Some really iconic ones which I remember seeing some time ago (in which started this whole investigation for this weeks challenge), were these beautiful posters that depicted the silhouette of the Absolut Vodka bottle in different locations across the globe.

Each one of these posters contains a signifier that represents that specific country and what its known for- the yellow cab in a traffic jam for New York, the iconic stone building for Amsterdam etc.

But the one I really want to look into is the editions created by the one and only, well-known artist, film-director, and producer, Andy Warhol.

Fig. 7- Absolut Vodka 'Absolut Warhol', Andy Warhol 1985- https://www.smartinsights.com/online-brand-strategy/international-marketing/campaign-of-the-week-the-longest-running-print-ad-marketing-campaign-in-history/

In 1985, Absolut Vodka commissioned Andy Warhol to create a portrait of their product, which was later considered to be one of the most successful marketing campaigns of the twentieth century.

Although the piece itself doesn't directly reference the US, it is through understanding the creator that you then understand its connection.

Andy Warhol is seen as an American Icon, known for his incredibly vibrant pop art that depicted imagery and famous icons of American culture.

Warhol was also known for his obsession with consumer culture, which is why it makes a lot of sense that Absolut Vodka (who at the time, was becoming increasingly more popular in the US) had asked him to create this portrait.

Overall, Andy Warhol's style is incredibly recognisable which you can argue has become a signifier in and of itself. We can connect the style of this piece with the artist, in which we can then connect back to the culture/ place he was established in.

United Kingdom- 'Absolutely Tomato'

Fig. 8- Absolut Vodka and Heinz 'Absolutely Pasta' & 'Absolutely Tomato- https://adage.com/article/marketing-news-strategy/heinz-absolut-collab-revives-classic-ad-style-new-pasta-sauce/2480816

Believe me when I say that I was shocked when I saw this advertisement- but it is real.

Heinz Absolute Vodka Pasta Sauce is real and it's coming to the UK this year- which will only be available in the UK food shop, Waitrose.

Which made me wonder, why is this only being marketed towards the UK?

I couldn't find any concrete reasons why yet I came to understand that it is could be simply because of the UK's obsession with Heinz beans and tomato sauce.

Although created in 1901 by the American man Henry Heinz, they have become a staple of British cuisine- from beans on toast, to the classic Full English Breakfast.

Many have speculated where this love for Heinz baked beans had originally come from but all we know for sure is that it has since become that of a much-loved British tradition.

The piece itself is actually a reflection on Absolut Vodka's 1980's campaign and consists of the same concept- the bold statement with the striking image.

The silhouette of the Absolut bottle has now become its own signifier as we automatically connect that with our knowledge of where it came from- and being as it is behind the product itself, we can understand that it is involved.

Being surrounded by a lush border of growing tomatoes with the white silhouette and light actually makes me think back to the first campaign poster- the feeling of something being pure and heavenly.

Including the oxymoron 'ridiculously good' also conveys the overall weirdness of it- the fact that it shouldn't work but it does.

Overall Reflection

In general, what I've learnt from my investigation into Absolut Vodka is that in order to reach global success, you have to consider how your brand, and how you market your brand, is going to be received in different areas of the globe and by different kinds of demographics.

Keeping in mind what I had learnt from the lecture with Martin Hosken, that in creating a effective message, not only do you need to acknowledge the sender and the messages intention, but you must also acknowledge the context, medium, transmission and the receiver of the message. There is an awful lot to consider and it very soon becomes a balancing act between making sure that your message is well received by those across the globe, as well as remaining true to your roots.

Thats what I like the most about Absolut Vodka, that they let the product itself do the work and they use simplistic, clean and smart packaging that subtly refers back to their history. Yet it also so interchangeable that they’ve managed to create a campaign that lasted for over 25 years, where they have successfully targeted each and every place, demographic and culture.

The ‘Absolut Vodka’ campaign was effective in a lot of ways. Following on with the simplicity of the product and the packaging, it consisted of a simple short statement or pun and a striking image of the bottle. Each signifier and statement in every one of those posters told you something more about Absolut Vodka, but I would say that the overarching message that we got from this campaign was that Absolut Vodka was everything anyone would want it to be.

It is versatile, open-minded, luxurious and fun, which they then played on even more with in their 2022 campaign ‘The World of Absolut Cocktails. Born to Mix’.

This campaign was brilliant because they had not only demonstrated all the different kinds of cocktails that you can make using Absolut Vodka, but they had actually personified each cocktail- giving each one a character and a personality. In my mind, it had not only played on the idiom ‘you are what you drink’ but it had also created this empowering message about embracing new people, new ideas and being proud of what makes you unique.

In the past, they have also gone and done campaigns like ‘Absolut Rainbow’ as a way to celebrate and show support for the LGBTQ+ community (and have even gone as far as appearing on the US show ‘RuPaul’s Drag Race’) which shows that Absolut Vodka are still actively evolving, acknowledging what's happening in the world, and maintaining their values and the overall message behind their product- that no matter who you are, who you love, where you’re from, or what you do, Absolut Vodka is a drink for everyone.

I think one of the main things I've learnt from this investigation is that in order to achieve global success, you've got to create a product or a message that can start simple, but can allow a lot of room to grow, evolve and adapt in this ever-changing environment.

References

About Absolut. The Story (no date) AbsolutAD.com. AbsolutAD.com. Available at: http://absolutad.com/absolut_about/history/story/ (Accessed: April 18, 2023).

Commentator, E. (2018) Campaign of the week: The longest running print ad marketing campaign in history, Smart Insights. Smart Insights. Available at: https://www.smartinsights.com/online-brand-strategy/international-marketing/campaign-of-the-week-the-longest-running-print-ad-marketing-campaign-in-history/ (Accessed: April 18, 2023).

Finn, T. (2023) Case Study by Tom Finn, Regular Practice. Falmouth Flexible. [Online] Available at: https://flex.falmouth.ac.uk/courses/1165/pages/week-11-lecture-parts-2-and-3?module_item_id=63456

Hosken, M. (2023) Symbolism and Semiotics with guest lecturer Martin Hosken. Falmouth Flexible. [Online] Available at: https://flex.falmouth.ac.uk/courses/1165/pages/week-11-lecture-part-1?module_item_id=63455 (Accessed: April 17, 2023).

Jain, C. (2020) Absolut: The power of advertisement, Medium. Medium. Available at: https://medium.com/@chiragbhaijain/absolut-the-power-of-advertisement-e772fe3c1329 (Accessed: April 18, 2023).

Nichols, C. (2023) Heinz X Absolut Visuals pay homage to vodka brand's 'iconic' 1980s ads, Marketing Beat. Marketing Beat. Available at: https://www.marketing-beat.co.uk/2023/03/23/heinz-absolut-1980s-ads/ (Accessed: April 18, 2023).

Regaudie, T. (2022) Absolut's approach to marketing: Then and now: Banknotes, Banknotes. Banknotes. Available at: https://hashtagpaid.com/banknotes/absoluts-approach-to-marketing-then-and-now (Accessed: April 18, 2023).

Ricard, P. (2022) Absolut's Biggest Campaign "The World of Absolut Cocktails. Born to Mix." Demonstrates the Power of Mixing Different People, Perspectives & Cocktails, Cision PR Newswire. Cision PR Newswire. Available at: https://www.prnewswire.com/news-releases/absoluts-biggest-campaign-the-world-of-absolut-cocktails-born-to-mix-demonstrates-the-power-of-mixing-different-people-perspectives--cocktails-301561583.html (Accessed: April 18, 2023).

Tate (no date) Andy Warhol: Tate Modern, Tate. Tate. Available at: https://www.tate.org.uk/whats-on/tate-modern/andy-warhol (Accessed: April 18, 2023).