VISA 1500- Advertisement Analysis

Visa 1500

January 20, 21

Taylor Meeks

Assignment 1 part A

Advertisement Analysis

This advertisement was taken inside the BC Liquor Store on the Northshore of Kamloops. This is a responsible drinking ad made by BC Liquor Sores. The ad shows a pregnant woman with two figures on either side of her. The purpose of this ad is to influence individuals to enjoy alcoholic beverages responsibly, specifically, pregnant women. The background is burgundy red and the figures and print, besides the ad production information, is a mustard yellow color. On the left side there is big text that reads “ALCOHOL & PREGNANCY DON’T MIX”. Smaller text below reads “Healthy mothers and babies need everyone’s support”. The smallest text below that is in white and states who produced this ad along with their website. On the right side of the ad there is a pregnant woman. She has her hands rested above her belly and her belly is transparent showing her baby inside. There are people standing on either side of the women. Figure of left side appears to be a women and figure on right a man. These figures have their arms behind the mother which shows that they support and care for her and her child.

The image conveys the message to avoid pregnant mothers from drinking, whether you are the pregnant individual or a person involved. The ad is convincing in its message because it expresses a sense of togetherness and caring for the health of others. The simplicity of the colors corresponds to the simplicity of the message: drink responsibly. The transparency of the baby in the mother’s belly is purposeful because individuals can ignore or forget the responsibilities of care, but the picture does not allow that. The image shows the exposure of the baby to illustrate the exposure to mothers drinking alcohol. This ad is in the beer section above the 24 packs of Miller. The ad is noticeable in this environment because its located right above the price label. The image makes me feel concerned and hopeful that others practice drinking safe.

BC Liquor Stores claim to be environmentally aware and put efforts into sustainability. On the BC Liquor Store website, they state:

The Liquor Distribution Branch is committed to being environmentally responsible and sustainable in its operations. Our Manager of Environmental Initiatives works closely with all departments at the LDB to incorporate environmental sustainability into all facets of our business. The goal is to reduce our environmental footprint by building on existing programs and introducing new innovative plans. From waste management, energy and fuel efficiency, to container recycling and plastic bag reduction, the LDB aims to be a leader in sustainable retailing (British Columbia Liquor Distribution Branch, n.d.).

BC Liquor Stores do appear to be reducing their use in plastic bags. CBC News reported that BC Liquor Stores will stop using plastic bags and switch to paper by March 2020. The bags are said to be 100% compositable and are made from 40% recycling material (CBC News, 2019).

Sources

CBC News. (2019). B.C. Liquor Stores to ditch plastic bags for paper starting next month. Retrieved January 20, 2021, from https://www.cbc.ca/news/canada/british-columbia/bc-liquor-store-plastic-paper-bags-1.5360416

British Columbia Liquor Distribution Branch. (n.d.). Sustainability. Retrieved January 20, 2021, from http://www.bcldb.com/corporate-social-responsibility/sustainable-retailing