Absolut is Authentic

What makes the Absolut Vodka campaign authentic? It is because the campaign is simply a display of an image (the signifier) and the brand (the signified). In their original forms, there is no relation between the two. However, the images, or signifiers, are, as Goldman and Papson might say, "pure, honest, real and true," and, therefore, they are authentic images (Sign Wars 142). Now, Absolut is authentic as well because of the image it appropriated with it.

In more detail, today, the term "authentic" has come to encompass in its meaning, "desirability," "aestheticization" and "nostalgia." The Absolut campaign also owns these sentiments when they encompass an image, such as Absolut Rosebud, which was an original image. Those who appreciate the old movie, Citizen Cain, will be taken to a deeper location when they see the semi-cryptic ad. This is a sly function of authenticity and a beautiful move for Absolut. Absolut, now, has its own image of being authentic, thanks to the appropriated image of Rosebud the sled. Even though Rosebud's image has been tainted, there is still room for the Citizen Cain fan to appreciate the combination, and this is yet another place where Absolut has appeared authentic.

In contrast to Absolut, its competitors usually appropriate images of parties and success along with their product. There is nothing authentic about parties and success, and so it seems as if they have missed out on the valuable, authenticity ride to the top.