Presenting Appealing Records

Tea is the most popular beverage in the entire world other than water, and an enduring product that has been a part of human civilization for centuries. The word ‘tea’ can be used in two ways; either to describe the common beverage made from the Camellia sinensis plant, or to describe the variety of herbal drinks that are made from a variety of other plants. In western society, the vast majority of tea consumed is made from the Camellia sinensis plant, and this is the focus of the majority of advertising and marketing material. Tea is advertised in a variety of ways, from television commercials and billboards through to in-store promotions and targeted online campaigns. Descriptions of tea can only go so far however, and like a lot of other food and beverage products, advertisers often rely on images and pictures to sell tea products.

Tea is either sold in loose leaf or tea bag form, and can also be bought fresh in its original green leaf form. Even when it is sold as a dried product, images of fresh tea leaves are often used in advertising campaigns. Apart from images of the plant itself and the dried tea matter that it generates, some of the other common images seen in advertising include tea farms and landscapes, images of people drinking tea alongside silver pendants and luxury items, and close-up pictures of the final liquid beverage resting in a cup or mug. Two of the common themes that proliferate across tea advertising are freshness and community, each of which has a number of associated images.

Tea is a ritual communal drink all across the world, and much of its advertising uses images relating to family, community, and closeness to highlight this fact. It is not uncommon for a modern tea advertisement to avoid any images of the Camellia sinensis plant itself, and instead focus on pictures of people drinking tea in an intimate setting. The ritual act of drinking a cup of tea is something that all people can resonate with, making it a strong image for any advertising campaign. While many modern tea production houses are experimenting with different images of tea to use in their advertising material, the vast majority of campaigns use images and ideas associated with either the freshness of the plant or intimate associations related to the tea drinking ritual.