Analyzing the effect of corporate poster designs on cultivating images for a trademark (The absolut vodka example)

Today, the advertisement agencies produce advertisements for promotion and sales campaigns of their clientele through the usage of various materials and tools. While these advertisement campaigns vary in their design methods, the strategies that they follow for end results bring in success in parallel to the forms of design they employ.That the advertisement designers choose the forms and methods of design for the acquisition of the end result intended not only raises the sales of the product or the company, but also constitutes an example for the graphic art and shows that the advertisement sector has aesthetic worries as well as regarding marketing of products.This research that employs the example of Absolut Vodka, focuses firstly, being one of the main targets of the advertisement sector, on the historical development of the concept of creating trademarks and in particular on the process of cultivating images a trademark. Also emphasized in this research is the trademark profile that this process creates in the eyes of the target group when supported by one of the types of printed advertisement, that is the corporate poster designs. Through purposed sampling, the designs for the Absolut Vodka, which is produced by V&S, that put the product at the fore is taken as the base. The trademark profile that has been cultivated for the product since its beginning, together with the other positioning strategies of the company, is then associated with the designs created by the agencies that V&S works with for its advertisement campaigns. Accordingly, a qualitative research has been conducted by assessing the connection between corporate poster designs and the process of cultivating an image for a trademark by employing the method of historical description on this example.In the promotion and sales campaigns that are tailored by professional graphic designers in the advertisement sector in the line of pre-determined targets, while formal elements along with target-oriented indicators are of great importance in terms of developing an advertisement language and content, a concern for deficiency and at times for sending out the wrong message is developed due to confounding types of advertisement with concepts of trademark. It is foreseen within this research that some light will be shed on the matter for clarification by the examples, comparisons and expositions provided in this research.