Jose Cuervo Ad Analysis

James Newton

The Jose Cuervo ad is of a young woman in her twenties, very relaxed and casually dressed in a tank top and jeans holding a glass of Jose Cuervo in her hand. Also pictured are two bottles of Jose Cuervo, with a Cuervo bottle in the back ground and waves of the tequila in the foreground. It states "Move over diamonds, gold is a girl’s new best friend " boldly, in front of the woman. At the bottom of the ad it states the words "The worlds #1 tequila " and "Vive Cuervo." In the upper left-hand corner is the trademark that states "Family owned since 1759 " and the family name "Fabrica la Rojena."
The central image in the ad and what catches your attention immediately is the young woman in her twenties. Other women in her age group are the target audience, she is saying to other women her age, come on have drink of Jose Cuervo with me and relax. From the line "Move over diamonds, gold is girl’s new best friend " she is saying girls don’t need diamonds, jewelry and rings to be happy and relaxed, all they need is a drink of Jose Cuervo. The ad is claiming from the images shown, that more happiness can come from drinking Jose Cuervo than from diamonds or jewelry. Women would want to drink the product to be like the woman, relaxed and casual, also men would want to drink it to be with her, the attractive woman. The ad could be appealing to young girls in their twenties who are still into partying and drinking, saying partying and drinking is a better life than marriage and engagement rings. This also would be supported by the fact it was placed in Cosmopolitan Magazine, which is mainly devoted to young twenty-year-old girls.
Other images or assumptions in the advertisement are the fact that the woman is photographed in black and white and the rest of the advertisement is in color. This could be meaning that drinking Jose Cuervo will add color to your life, instead of being dull and boring, you could be fun and exciting. In the line at the bottom of the advertisement it makes the statement "Vive Cuervo," which implies that your life would be better, happier and that you would be part of the "in people" by drinking Jose Cuervo. The advertisement’s main statement, "Move over diamonds, gold is a girl’s new best friend," makes an assumption that the reader is familiar with the phrase "Diamonds are a girl’s best friend." It is saying diamonds are no longer a girl’s best friend, drinking Jose Cuervo is and is a better life than diamonds and engagement rings, and it are cheaper than diamonds. In the background there is a faint image of a Jose Cuervo bottle, adding to the relaxing image of the ad, along with waves of tequila in the foreground make it seem relaxing and pleasurable to drink Jose Cuervo. The bottle of golden Jose Cuervo in the ad, along with the golden tequila at the bottom of the ad, symbolizes the gold mentioned in the main statement. The statement "The worlds #1 tequila" is saying Jose Cuervo is the best tequila and the one you should drink to be with the "in people " and to be happy and live a full life.