This is an advertisement poster of the French trademark Evian
watered bottle (Figure 1). At first glance, the dominant blue colour
and the glossy images of activity and nature throughout the poster give a
feeling of life being and impression of freshness. The objective of this
advertisement is to create a visual metaphor that functions through a direct
comparison of the branded product with the freshness of nature.
The picture of bottled water with the brand name of ‘evian’ and
the text ‘NATURAL SPRING WATER” is placed at the centre of the poster. The
rhetorical devices of hyperbole and visual conceit are used to emphasis the
effectiveness and quality of this branded water. This is achieved through the
effect of the juxtaposition of images that create a comparison that extends
beyond seeing the likeness. That is the
emphasised comparison between the branded bottled water with the life-giving
water in nature.
The colour of the background is vivid, shiny, reflective, fresh,
no harming, and eye-catching. The wide-angle of imaginary landscape consists of
comprehensive content. At the bottom of the poster is the picture of the sea
with colourful algae and other marine lives expanded beneath the water. Just
above the sea, the image of the world’s tallest building surrounded by other
buildings, tropical trees, and a long sunny sandy beach at the foreground of
the image are levelled at the middle of the poster. Fresh water falls down on
the city from a magical spring above the trees, a red balloon rides over the
buildings, a group of colourful birds flies over the city, and a skydiver
approaches landing while the aircraft is still on the air. All these active
images are placed inside the branded bottled. The cropped picture of the bottle
with its white plastic lid placed at the top of the poster emphasised on the
bottle as the overall source of the life. The poster represents that each
instance of this vibrant life is watered by the subject brand of bottled water.