What do these seven words have in common? Yes, they are the seven sins that originally were eight, from the great Greek theologian Evagrius of Pontus, which was then slashed down to seven by Pope Gregory the Great in the 6th century. But they are also one of the most renowned advertising collections from Absolute Vodka Inc. Today were going to take these simple advertisements, from various magazines, and examine them to the point of understanding. .
To begin with you might wonder what or even who this Absolut Company is, so here's a brief history. It all started back in 1879 when Lars Olsson Smith started making this new brand of Vodka named Absolut. When he introduced this new drink the reason why it was so phenomenal was for the way that it was made, through the distillation method which is now known as the rectification method which we still use this very day. This made Lars" vodka unlike any others at the time. So the taste as well as the unique packaging, in the cultural icon of a medicine bottle, truly made the difference. As the company grew so did the market and eventually from Sweden to America. But, before they could start the exporting they wanted to have some advertising, something that would "surprise and delight" at the same time. So as their ads begin in 1980 that is what catapulted their success. .
Absolut Vodka created a whole new type of advertising that stretched the boundaries between advertising and art. The ads are all witty variations on the same simple theme: a picture of the Absolut Vodka bottle with a two to three word caption starting with the word Absolut and often saying something complimentary about the product or its consumer. Which brings us to the modern day advertising which they incorporated the seven sins. At first glance you will notice that in all of the advertisements that the bottle is in the center of the ad, highlighted with a spotlight. Each of them has the caption at the bottom of what each sin they are trying to represent.
