Gurgle, Gulp, Gasp! Beverage advertisements are among the most popular and successful forms of advertisement. One such example is in the water industry, where over $60 million are spent every year (Bottled Water). Arrowhead, Propel, and Evian are three primary examples of water companies whose usage of catchphrases, emotional appeal, and sounds, effectively lure customers into buying their brand-name products.
Arrowhead, named after the Arrowhead Springs in the San Bernardino Mountains, effectively displays its advertisements by taking the viewer through the journey of a pure droplet of water. As the viewer experiences a first-person view of the life pathway of a droplet of water, Arrowhead uses the words “Born Better” to describe its water products and claims that its water is 100% mountain spring water. Its motto, “Born Better,” conveys a sense of pride and dignity and seems to radiate an aura of prominence. Statistics are also given to uphold the company’s credibility. In the advertisement, the narrator explains that there are “over 358 million trillion gallons of water on Earth”, and yet only a “billionth of one percent is filtered naturally beneath the Earth” (Arrowhead Water TV Commercial).
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Evian’s motto is “Live Young.” The catchy phrase resonates throughout most of its advertisements and has the added bonus of rhyming with the correct pronunciation of the brand. The advertisement targets the audience’s fond childhood memories. The depiction of adults seeing themselves in mirrors reflected as babies dancing gives the viewer a sense of how Evian’s water can purify and make those who drink it become young again. Evian’s advertisement plays a unique and upbeat song in the background to stimulate the viewer’s senses. The jazzy and lively music complements the overall message of Evian’s motto “Live Young,” which sets a precedent of letting go of stress and being loose and