¶ … commercial makes several claims. It blatantly claims to be made with some of the best grapes Italy has to offer; "you can tell this was made from the finest Italian grapes." It also presents that just because it is Italian it is better than other wine choices. According to the dialogue, "Nothing beats Italian wines." More implicitly through its setting being placed in a trendy New York Restaurant, it makes the claim that sophisticated people enjoy it. Therefore, it would be sophisticated to choose it.
The commercial presents a demonstration of both people drinking the wine within a restaurant capacity, but also a close examination of the wine. A class is held in the air and swirled, showing the color quality to the members of the audience. They perform this demonstration as a way to prove the quality of the grapes. Since the whole image of the wine is geared to a more sophisticated palette, they are appealing to wine coinsurers and those who may think of themselves as so. Thus, the ritual spinning of the class aims to prove how classy it must be. This demonstration needed to met through a variety of categories. For instance, for it truly to be a sophisticated wine, the meals served in the commercial would have to be valid pairings for the style of grapes used in the wine process. Additionally, the glass itself might be a point of validation, for different glasses are preferred for different styles of wine. Overall, it does meet the requirement of what the average consumer might think of the wine. Based on its sophisticated image in the commercial, the average consumer might be willing to pay a higher price, or prefer it based on its trendy image being attached to a trendy New York restaurant.
It also makes several endorsements. First, it is showing the class of the New York restaurant, and allowing the owners to speak for the product. If this is a real restaurant, it would be very beneficial for business. Additionally, the trendy social world is being used as an endorsement to convince the public that the high class, and therefore somehow interesting, people enjoy it. This then appeals to people's desire to be part of the popular elite classes.
