Through the modes of institutional advertising and advocacy, Svedka touches on controversial topics such as "gay rights/gay marriage, stem cell research, colonization of Iraq, Blue State succession, Scientology in Hollywood, etc." All these issues are important to the young demographic target market that the company wishes to effect. They of course aim for the positive aspects of these topics or common standing toward these issues that are usually shared with a democratic, less conventional audience. Svedka's major and continual campaigned was first launched in 2005. Its first print ad was featured in the September issue of Vanity Fair magazine. New York based company Amalgamated Advertising Agency was the company commisioned to the promotional task at hand. Through collaboration efforts of the agency and Svedka they decided on print ads as the main medium for advertisement, and later they will produce a television ad. As clearly evident in their ads, the appeals would suggest fun and pleasure. Scene's of sexual appealing men and women, laughing, smiling, and having fun in general are elements that justify the mood/image executional style of advertising. In addition, Svedka is a sponser for many celebrity studed events, as well as many nightlife parties in New York City and Los Angeles.
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