What's Your Word and Image Combination?

Images and words are seen as two distinct forms of communication, however, when they work together to communicate a signifier, they often express multiple aspects of the same central concept in each medium of communication. In advertising, this pairing of words and images can be very effective when designed correctly. The relationship between words and images, if supporting each other to express a concept, rather than simply each representing their own message independent of one another, sends a compounding message. After all, the central message of Gestalt Theory, is the sum or whole is greater than and different from its parts.

Three Olives Vodka has a very distinct advertising campaign, targeted at invoking the arousal of young adults, and being subliminally open about the sensual expression attached to their product. "What's your O Face?" is the clever and memorable way of capturing the concept of fun and sexy with the brand name "Three Olives." The advertisements utilize a unique image and word combination that each carry up to 50% of the weight of the overall message, and neither could be understood without the relationship of the other.

The above image alone simply represents a woman in ecstasy and possibly climax, paired with the image of the three olives vodka bottle, which suggests that the vodka is connected to a fun and sexy image. The words of "What's Your O-Face?" on their own would usually lead the audience to begin imagining scenes that the Catholic Church would be quick to reprimand, however, no connection to alcohol would be present. The contrast between the person depicted, in flattering light, clothing, and positioning, and the overall theme (of grape, original, or root beer) allows the image to balance well and creates a great rhythm and flow within the image, while bringing the eyes to the very human and very arousing person depicted in the center, the main focal point of the image.

The unique pairing of both allow an effective concept to be conveyed to the audience in a delightfully fun and seductive way, that is explicit enough to tell us exactly what the product is about (and, for many young adults, what it hopefully leads to), yet is discrete enough to capture an entire marketing campaign and brand image in a slogan that can exchange social knowledge, popular culture, and planned night of excitement that contrasts the mass audience to their boring days.