The world is not Absolut
Editorial
Daily Vidette Editorial Board
Issue date: 4/7/08 Section: Viewpoint
In an advertising campaign for the Swedish vodka brand, Absolut,
targeted for Mexico, a map of the U.S. and Mexico is shown. While the
actual act of showing a map is probably not very noteworthy, the fact
that the map shown was the one from before the Mexican-American War of
1848 is.
This map shows present-day states within the U.S., such as California,
Texas, Arizona, New Mexico, and a few other states, as still a part of
Mexican territories. Overlayed, the words "In an Absolut World."
Because the ad was targeted toward Mexico, this appeal to the
country's nationalism by bringing up land that was once a part of
Mexico that became a part of the United States seemed relevant to the
campaign's target audience. However, this type of appeal did not work
for Americans, as many of them found this ad campaign offensive.
http://www.dailyvidette.com/home/news/2008/04/07/Viewpoint/The-World.Is.Not.Absolut-3305800.shtml
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