Visual Rhetoric: Jose Cuervo Ad

This advertisement is trying to promote Jose Cuervo tequila (which is an alcoholic beverage) by using sex appeal, gender roles, high class society, and color scheme. The two people in this ad are obviously attractive and they look like they are having a fun time drinking Jose Cuervo. The models only have a slim amount of clothing on and the girl has her legs wrapped around the boy, which also draws the attention of people. The typical male gender role is portrayed here since he is carrying his girlfriend somewhere (probably to their hotel room). They both look drunk, but the girl is playing the "damsel in distress" role very well. The models look like they are in shape and they can obviously afford to go on vacation, which appeals to people who want to be a part of the high class community. I found the color scheme to be very interesting because although the models take up a large portion of the picture, they are in black and white. The bottle and logo "VIVE CUERVO" are bright in gold, which draws the attention to the product first and foremost. Looking at this picture myself, all of the aspects draw me in and make me want to buy a bottle of Jose Cuervo. The bathing suits and wet hair on the models tells me that they are probably near a beach in good weather. They are clearing smiling, which means that they are having a great time drinking Jose Cuervo. The problem here is that I am only 19 years old and therefore not allowed to drink alcohol. This advertisement could be controversial because it promotes underage drinking. Both of the models could easily be under the age of 21 and they are sponsoring an alcohol beverage. Notice how the required "drink responsibly" logo is in very small, write writing at the bottom of the advertisement. The words "Pursue Your Daydreams" could mean many things, but I would translate it as "drink during the day, relax at beach, hang out with your boyfriend/girlfriend, and have fun." I'm sure the company that made this ad purposely made the words capitalized, bold, black, and right near the model's crotch.