AD Deconstruction

This is one of many hot soon to be mamas that can still enjoy the party life because of Nova Schin non-alcoholic beer. This is an ad that is on billboards, in magazines, all over Brazil. As I study this image I can not help but wonder who is the target audience, men who have a thing for hot pregnant woman or soon to be mothers who do not want to give up their sex appeal. The way she is dressed shows her party flirty mentality. Her sexual seductive face expression can be compared to an ad in a maxim magazine, which is targeted to men. So if this ad is targeted towards men what exactly is the company trying to say. That after a mans crazy drunken night and his one night stand, his soon to be hot sexy baby’s mama will still look good pregnant and can still enjoy the non alcoholic version of the drink that brought them together.

This ad seems to contradict the idea that when woman plan to get pregnant partying and drinking is not a huge part of their lives anymore. So maybe it is targeted towards younger woman who did not plan this event but has to deal with the cards dealt. Now they can have the best of both worlds until the child is born, party like a rock star and still have a healthy baby.

This idea also goes back to why people drink. I was lead to believe it was for the effect of the alcohol rather than the taste. These sexual seductive women are now drinking beer that has lost its real effect. What is the point of this beverage? This advertisement can also be meant to play on the insecurities of the women who now feel fat and unattractive because of the pregnancy. But now they see that the only thing that changes is the beer they drink. They are still sexy and seductive.

The lighting is very interesting. Emphasizes is on the hand with the beer while the hand on the tummy is in the dark, Meaning that although she is pregnant she can still have a good time and look good. Her skin looks absolutely flaw less like a painting. This is to play on women’s insecurities. Her clothes are short and somewhat nonexistent. This could mean that just because you are pregnant doesn’t mean you have to dress like a soon to be mother.

This ad is definitely something you have to look at more than once to understand. If you didn’t know this was non alcoholic it would be very controversial because of the contents. Women are not supposed to drink when they are pregnant and this challenges that idea. The clothes could be offensive to other pregnant women because it could be a disrespectful way to present these women who are about to be role models for their young. ?

This ad is just like all the others with beautiful models trying to sell a product. But now they hit a different audience. What is next in advertising? When do we draw the line?