Megan Sampson – The Creation of a ‘Commodity Self’ Through Vodka

Posted: January 30, 2014 in Uncategorized

After our class discussion on advertising, dependence and need, particularly our discussion of a ‘commodity self’ and how we demonstrate our identity through the brands we choose to purchase and wear, I thought it would be interesting to look into the advertisements of identical products to determine what values and emotions they evoke.  In the two vodka advertisements I have chosen, you can clearly see that these ads are targeting two very different types of customers, and are portraying different values and emotions.  It is easy to see how these products and brands allow for us to categorize and sort people based on which type of vodka they purchase.


  • Targeting young and adventurous adults
    • Who value exciting nightlife and new experiences
    • Emotions and feelings: Fun, adventure, creativity, curiosity, individuality

Grey Goose:–VIPQgQ

  • Targeting middle aged, upper and upper-middle class adults
    • Who value a premium quality product
    • Emotions and feelings: friendship, class, accomplishment, sophistication
    • *Sip Responsibly*



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