By definition, a vacation means "freedom or release from
duty, business... usually used for rest, recreation, or travel..."
(Dictionary.com). But according to Norwegian Cruise Line, vacations don't have
to be average; they can help people "experience amazing”. In this
advertisement, the company introduces two of their ships, the Norwegian Getaway and the Norwegian Breakaway. Their descriptions are embellished by luxurious diction
and vivid imagery that attempt to persuade readers that a Norwegian Cruise Line
vacation is unique, an “experience”. The pictures in the advertisement also
seem to be trying to convince the reader that the cruise ships are
destinations, tropical paradises that “bring the best of NYC to sea” and “the
sizzle of Miami”. Each ship is represented with stereotypical images from their
port town acting as candles on top of a cake, the Getaway with the Miami skyline and the Breakaway with the New York City skyline. Whether it was
intentional or not, the allusion to candles on a cake helps to enforce the idea
that a cruise vacation is like a fun party. The company also plays up their
best features by mentioning “lightning-fast waterslides”, “the hottest theatre
and musical entertainment”, and “27 dining options”, including a restaurant by
Iron Chef Geoffrey Zakarian. This advertisement seems geared towards parents
(it can be found in Martha Stewart Living magazine). It works to compete with
other cruise lines by mentioning what it means to be on one of their cruises,
connecting to their slogan (“Cruise like a Norwegian”). They make their cruises
seem flexible to any schedule by simply saying that planning can be done
through an easy phone call or visit to their website. The easygoing, fun tone (displayed
by the vibrant colors and funny, almost whimsical photos) is present throughout
the whole advertisement and helps the company to compete well with other
companies by catching their readers’ attentions and promising to be different
from other American cruise lines, to “cruise like a Norwegian”.
Norwegian Cruise Lines. Advertisement. Martha Stewart Living Aug. 2013: 10. Print.
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