Vive Cuervo

At first glance, it did not seem like the picture matched the product being sold in the advertisement. This ad shows a man embracing a woman in her bathing suit along with the phrase "Pursue Your Daydreams". To me, that seemed like an unusual slogan for an alcoholic beverage. Instead, it sounded like it could be on an advertisement for a travel agency or a theme park.

The use of this interesting image and phrase is the technique called transfer association. The makers of this ad are trying to associate this drink with luxury and paradise by using this image of a man and a woman happily embracing. They are hoping that buyers will associate Jose Cuervo with "Pursuing their daydreams" so it will make the drink seem more desirable.

One need that this advertisement is attempting to fulfill is the need to escape. Daydreams often seem distant and unobtainable, so this ad is encouraging people to buy this product because it will somehow help you pursue your daydreams.