# 1
The first thing which comes to my mind when watching this commercial in the beginning is that it is a commercial for a dating site.Nothing about it tells you it's for a bourbon till the very end. It is all about love and romance and all you see is an attractive lady sitting on a couch talking about what she wants in a guy.
Most of the background is white or light-colored and the things which are dark in this commercial are her hair, fireplace, writings and pillows on the couch. In most cultures, the color white symbolizes love, innocence and purity and I think that is what Jim Beam is communicating to the viewer. Looking at her surroundings, one would realize she is living in luxury. She sits on an expensive looking couch, there's a painting, rug, glass doors and fireplace. She also looks like someone who is well-informed because of the library she has in the corner. The fireplace plays an important role in reinforcing the romantic theme of the commercial. In the American culture, apart from the customary purpose of warming the home, a fireplace also represents romance and luxury. Jim Beam gives the idea that she is a beautiful and well-informed lady who is also well off. Romance is the dominating theme and the luxury and books make her the ideal woman to have.
At the end of the commercial, the very important details are in black which stand out in the light background. The Girlfriend, Jim Beam and The Bourbon are all in black which stresses the importance of message the commercial is sending across. Every guy would definitely want this lady as a girlfriend....
This post has some very interesting points to me, mainly those brought up by the normal interpretations of the color white and fireplaces in our culture. The commercial seems to be a very simple one on first glance, but every piece of it when taken apart further's the advertiser's goals.
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