Muhamad Ali: Capri Sonne Juice Advertisment

This vintage advertisement was released in the 1970s. It shows boxing legend Muhamad Ali endorsing Capri Sonne juice pouch. Capri Sonne juice pouch is the product that this ad focuses on selling to consumers and Muhammad Ali is the one being sponsored by them. The African American male seems to be the target audience for this advertisement. The feeling that ad gives towards its viewers by using Muhammad Ali, people are supposed to be persuaded into buying Capri Sonne juice pouch. This ad shows him in his boxing attire smiling. Stating that he is a satisfied user of Capri Sonne. Ali is a historic sports icon, which a lot of people respect. The perspective of this adds value for the creators of this advertisement as they are trying to persuade consumers to buy this product.

Capri Sonne juice pouch seems like a product that would made for just about anyone. Anyhow, by acquiring Muhammad Ali, who was in early to mid-30s, Capri Sonne was specifically targeting relatively young adults, who were men to buy their product. Muhammad Ali was a person that young men of color could resonant with. Also, being a symbol for boxing during this period. This

advertisement was released during the period where Ali would become world heavyweight champion. Capri Sonne used Ali’s image to catch the attention of young men and those who liked boxing.
Regarding the physical characteristics being represented in this ad, Ali is centered in this advertisement holding a Capri Sonne with his boxing, while smiling.

He is surrounded in black and white Arabic text. His reputation as well. He is an idol of good repute and is, therefore, in good standings with the masses and plenty capable of having a strong influence on those who admire him and what he has done throughout the span of his career. Also, Ali is standing in front of a spotty white background that has big bold text floating above his head. The text states “I Like Capri-Sonne!”. Under the bold text, the advertisement possesses Muhmmad Ali’s autograph in black text. The advertisers position the Capri Sonne Juice in the middle of the advertisement. As a technique to blatantly promote the product the advertiser is

selling.
The advertisers of the advertisement seem to convey the emotion of inferiority to the audience. A technique that is common with many advertisers, to take make an athlete a sponsor their product. Using the reputable image of Ali, the advertisement operates to persuade the consumers to notice something they usually wont. The consumers become convinced that the athlete enjoys the product they’re promoting. By buying the product, fans of Muhmmad Ali won’t feel disconnected from him. The of advertisers of Capri Sonne benefit substantially, increasing the popularity of Capri Sonne.
Not to mention, in addition to Muhmmad Ali character being displayed in this advertisement, the Capri Sonne shown in the advertisement is a glaring essential and appealing is included to serve the purpose of alluring viewers. Yet, they also serve a less obvious purpose. During this period, Capri Sonne’s cost a quarter. The inexpensiveness of this product, mixed with Muhmmad Ali’s being the one to endorse them, and the advertisement’s disclosing to consumers that these are high-quality juice pouches, all come together to create an exceptionally well-developed propaganda and an apparent message to viewers.
Altogether, the techniques applied within this ad merge to create a lucrative persuasive image to be used for the expansion of popularity for both Capri Sonne and Muhmmad Ali. The message implied is clear and quite capable of coercing people to purchase Capri Sonne juice pouches.