Stoli's Argumentative Essay

Advertisements in the twenty-first century, in America, are often constructed as intricate systems of symbolism that are meant to appeal to a viewer's subconscious. One such brand that uses this method of advertisement is Stolichnaya. Stolichnaya is a traditional brand of vodka dating back to 1901; however, the brand itself is not promoting archaic traditions, but rather authenticity, and ingenuity. American society has advanced both technologically and culturally at an amazing rate in the past few years. What is considered to be widely available today was completely unheard of just a few years ago. Millions of people around the world are connected through the use of mobile phones, and different types of social media; however, these social

“The nightmare equivalent of America’s populist desire to “belong,” for example, is the fear of not belonging, of social rejection, of being different.” (Solomon pg. 550) In Stoli’s newest advertising campaign, the brand challenges the readers’ to ask themselves if they’re experiencing life in an authentic and interesting way. It protests the notion of the mundane, and asks the readers, are you a pioneer or are you just another product of today’s society? Stoli’s advertisement is centered around the idea of originality in a society that is advancing both culturally and technologically at an alarming rate. Stoli attempts to challenge the readers to be original and to take risks by appealing to the readers innate desire to become

The advertisement dares the consumer to be original, innovative, and daring just like their brand. Therefore, it challenges the ideology that being different, and standing out, is a bad thing, rather it is calling for the next wave of innovators. Innovators who are not afraid of stepping into the unknown frontier. Advancement, whether technological or social, is often considered progress; however, advancement with no boundaries often leads to regression. Humanity will always be advancing toward greater heights, because the desire for social distinction, the want to be the best, is instilled within our being. Many would argue that advancement does not always lead to progress, for example military advancements. Currently our military is at a point where the Earth can be destroyed many times over through the use of nuclear weapons. Although advancement may not always be tied to positive connotations, life now is better than it used to be without it. Through specific innovations our health, way of living, communication, and understanding of the world around us has advanced just as rapidly as our military. Stoli’s advertisement challenges us to throw off the chains of what is considered the social norm, and to discover the meaning of success through more original methods. It calls forth the innovators that will lead us towards the