Sobe Arush Energy Drink Advertisement

Unsuccessful Advertisement

In this advertisment, there are very few visual elements. The main subjects are the rock climbers in the center of the image. However, the color of the image does not create any contrast that would focus the viewer’s attention immediately on the figures. Once the viewer sees the figures, he or she would see that the woman is placing a can of Sobe into the man’s unscrewed arm. From this image, robots or androids from movies comes to mind. Besides selling the actual energy drink, this advertisement seems to be telling viewers that it won’t just give you energy, but it will make you stronger and better than before.

For this advertisment, the second principle is the best to use. “Visuals are carefully arranged views of reality, not reality itself.” This principle is relatable to the ad because the image appears to be a realistic depiction of rock-climbers preparing to climb, but then the viewer sees the detached arm and the woman placing an energy drink into the man’s bicep area.

The ad only slightly relies on background information from the viewer. The only background information the viewer needs to understand is that rock-climbing takes a lot of energy and strength to do regularly. With that information, Sobe shows that viewers can have both those qualities with their product.

In comparison to Sobe’s other advertisements, this one is the most realistic. Sobe usually does not use real images for their advertisements. Instead, a lot of their ads involve their logo of two lizards as animated characters.

I envision the target audience as mainly teenagers and active men and women. Along with this target age group, Sobe’s energy drink may also appeal to people who would prefer a drink with a different taste as Redbull or Monster.

The ad is not very successful due to the lack of color and eye-catching appeal. Even when the viewer looks at the ad, it takes a few seconds for him or her to realize what is occurring. Along with that, the only clear indication of what the product actually is, is the name of drink in the bottom right corner.


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