The makers of Canadian Club Whisky are catering to a specific audience with this advertisement. The text, the background, and the foregrounded image of the bottle itself all combine to evoke a particular image of what type of person would drink this brand of whisky. The text, "You're not just moving in, you're moving up" suggests that Canadian Club is a high(er) class of whiskey. The message also is combined with the blueprints in the background suggesting that this is the whisky of social mobility; those who are affluent enough to own a home are the sort who drinks this brand. The makers of the ad (not coincidentally) include the word "Imported" on the bottle's label, because we often perceive something foreign as having an aura of mystique and expense. At the bottom of the ad in quotation marks (to add a perceived legitimacy to the statement) is a claim that this drink is "The Best In The House." This continues the theme of homeownership, while providing some sort of support to the brand's claim.The claim? It is one of policy--they want the viewer to buy the product. Perhaps then the claim is "If you have enough money to be a homeowner, then you are the type of person who should drink Canadian Club."
Support? As with many advertisements, the support is not specific. At the bottom of the ad, it says "The Best In The House," but the image is too blurry to tell if the fine print at the bottom backs up that claim at all.
Warrant? "You should buy alcohol that reflects your social status/wealth."
