Perhaps one of the worst offenders when it comes to over the top, cheesy romance is Sandals Resorts. Having several beach resorts in the Caribbean, Sandals is made out to be the most romantic getaway you could go to. The relaxing music in the background and the low soothing voices of the narrators make you feel at ease, as if you’re already there. They gush about the beautiful water, the food, and the great service while showing images of sunny beaches. This makes you envision a vacation where everything is perfect and there is nothing to complain about. They convey a feeling of romance throughout as well. In many scenes you can see a beautiful couple on the beach sitting next to each other and sipping on drinks. The couples can also be scene playing in the water and feeding each other in the restaurant. The romance of course is blatant at the end when the narrators realize that the reason they came here was “lying right next to them” as a couple lays on a single recliner. Also to make the mood more romantic, when the couples are on the beach or by the pool there are no other guests in sight. If you were to actually go to Sandals you probably would not find yourselves the only ones on the beach.
The advertisement’s purpose of course is to entice you into coming to their resort. They do this by making the ad as full of romance and relaxation as possible. By all of the above aspects they are able to make it seem as if going to Sandals resort would be a getaway for you and your significant other, a vacation all to yourself. By not showing other guests except for in more social settings (the restaurant) they convince you that the vacation will be very private and focused on you. It seems like the perfect getaway and the ad convinces you to take a vacation there.
completely agree with your comments above. The music, images, and dialogue that go along with this commercial does everything possible to relax the viewer and think about their dream vacation with their significant other. I mean who wouldn’t want to lie on the beach all day next to your loved one as a waiter brings you drinks? The way the dialogue switches from a man and a woman throughout the commercial also adds to the romance. It’s like they are having an indirect conversation about what a great vacation experience they had together and it was all because of Sandals that it happened. Sandals is trying to make the viewer feel that the only way they can experience the same kind of bliss is if they travel to their resorts.
ReplyDeleteJust like everything in the advertising industry, really. The fact of the matter is that a vacation to Sandals will not be romantic unless your significant other is the romantic type. The commercials look fantastic, and have convinced me to go someday, but in all reality I'm afraid I'll be disappointed if I get too excited for the romance.
ReplyDeleteAs a side note - my family did go to the family version of Sandals (Beaches) and it was SOO much fun! We went to Jamaica and had a BLAST. Although it was not romantic at all :-)