Publicidad de las marcas de vermut: seducir al espectador para que protagonice una vida con estilo

Abstract

The selected advertising campaigns of Martini, Campari and Cinzano dated between the 1980s and the 2020s they introduce the novelty of employing a narrative closer to cinema than to advertising language and a production in which lifestyles are highlighted rather than the product that is advertised. A brief qualitative analysis is proposed from the artistic perspective, in other words, where the image, composition, color or scenography are studied, with the purpose of emphasizing the relevance of these aspects which, combined with the narrative approach of these advertising pieces, urge the consumer to modify his or her lifestyle in a subtle way. Thanks to this aesthetic sense, the product is promoted in an alternative way. An approach from the cultural context is proposed, where the interrelation of these advertising pieces with mass culture is noticed. These audiovisual advertising pieces represent an alteration in the paradigm of traditional advertising, generating distortions that are the basis for audiovisual experimentation, promoting creative expression in audiovisual content for brand communication. They shape the viewer's consumption so that they purchase the lifestyle promoted by the Italian vermouth brands and thus seduce the viewer to enjoy life.