Hierarchical specifications in Fish Eagle advertisement (revised edit)

The recent Fish Eagle advert deserves to be dissected into its respective constituencies in order to appreciate how it naturalizes the product it is about. From its quite opening right up to the moment when the eagle swoop down to take its prey, the advertisement is a well orchestrated campaign for selling brandy through connoting the brandy with supremacy as far as status is concerned. That status is hierarchically specified such that we have an effect mirroring the food chain pyramid.

At its opening the advert shows a lotus¹ flower opening after a dew drop falls within its bud, propelling the petals to open slowly, we may assume, at the encouragement of the nourishing dew. At the background soft key notes from a piano can be discerned amidst the quite and serene mood of the environment within which this drama of survival of the fittest unfolds.

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