Coca-Cola is an American created multimillion dollar company who is best known for their non-alcoholic line of beverages. This company has been around for circa 120 years, so one can only imagine the amount of effort and thought that goes into an advertisement for this company. Everything, from the word choice to the graphics, is strategically placed, positioned and premeditated in order to optimize the effect that the advertisement has on not just the targeted consumer group but the goodwill of the company name. This standard magazine advertisement plays on an American sense of patriotism that was prevalent in the 1950’s. The creators of this advertisement appear to be targeting a broad audience of young adults who are able to enjoy and appreciate the basic American ideas of cookouts, ball games and picnics at the park. Based on the positive responses that Coca-Cola receives and the fact that it is still considered America’s favorite beverage, the advertisement was very effective and possessed a long lasting effect on America.
This advertisement is directed towards American adults and possibly soldiers based on the patriotic language and memories that the advertisement seems to create. It talks about things that young adults enjoy such as movies, sports and “a trip down a dirt road in a beat up old jalopy”. The reference to the “trip down a dirt road in a beat up old jalopy” is a pastime that is enjoyed by the younger adults of that generation. It is unlikely that a mother or grandmother would be in a jalopy, but it is likely that your family could be enjoying “your team winning” with a coke in hand. These generalized memories are what broaden the target audience that the Coca-Cola Company is trying to reach.
The language in thi...
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...at they are letting their product speak for itself. The creators of this advertisement use this technique to portray Coke as one of the inherently good things in America, and good things don’t require advertisements to be appreciated or wanted.
Coca-Cola has been using different rhetorical techniques to effectively advertise their products for over 120 years. For this particular advertisement, Coca-Cola used different techniques such as language, placement and aesthetical appeal to subliminally reach out to their target audience of American young adults, older adult and anyone who enjoyed the classic American staples. The fact that this advertisement was released in the 1950’s, yet could still have the same intended effect on the consumer of this product today reiterates the success of the Coca-Cola Company’s efforts to make the product America’s favorite beverage.
Coca- Cola has always been popular with America and in the 1950s; it became the main soda to drink during the 1950s and also the golden age for the product. One glass of Coca- Cola was only five cents. The soda was a symbol of social status. If you wanted to be refreshed and satisfied, then you have to drink Coca- Cola. Celebrities, actors, athletes, workers, kids and even Santa Claus had to have Coca- Cola in their hand. With the boom of television in households, Coca-Cola became more popular because of the advertisements contain relaxing and being comfortable with the soda in their hand. It became so appealing that Time’s Magazine stated that, “It is simpler, sharper evidence than the Marshall Plan, or a voice ...
Budweiser, being one of the top beer brands in the United States, tends to receive a negative connotation for their glamorization of drinking. However, two years ago they released a commercial at the Super Bowl promoting safe drinking and “making a plan” to make it home. It’s very clear in the commercial that they are promoting safe drinking and not driving while intoxicated; yet, it still is a Budweiser commercial so it very clearly is still promoting their product. In the following paragraphs I will be analyzing just how Budweiser manipulates the objects, people, and settings in their commercial to convey their overall purposes.
Coca Cola is one of the many companies that have changed the way they advertise very drastically, from the 60s; a very conservative era to now; which is a more contemporary time. The Coke ad featuring Marilyn Monroe is most likely from the late 50s to early 60s, and consequently reflects some of the beliefs of the time. This is also the case with the recent ad. Although the massive time gap between these two ads creates many differences between them, there are still a few similarities; seeing as how it’s the same company. The 60s ad seems a lot more catered towards a limited audience while the modern advertisement tries to broaden the variety of the audience they want to pursue.
... There is no true definition or language of an American. Coca Cola’s commercial clearly embraces the diversity that is embedded in American history, thus portraying the melting pot through the use of different languages. One of the reasons America is so beautiful is because we accept and embrace other nationalities. Conversely, the negative impact of the commercial depicts how America still has not moved past prejudice thinking’s, discrimination, and segregation.
The history of Coca Cola began in 1886 and it was founded by Atlanta pharmacist, Dr. John S. Pemberton the curiosity led him to create a distinctive tasting soft drink that could be sold at soda fountains. The first servings of Coca – Cola were sold for 5 cents for a glass. During the first year, sales were a meek nine portions per day in Atlanta. Today, daily servings of Coca Cola beverages are estimated at 1.9 billion globally. In 1886 he sold to Atlanta businessman, Asa G. Candler. Under the leadership of Mr. Candler’s the distribution of Coca – Cola expanded to soda fountains. In 1894, overwhelmed by the growing demand for Coca Cola and the desire to make the drink movable, Joseph Biedenharn fixed bottling machinery in the rear of his Mississippi beverage fountain, becoming the first to place Coca Cola in bottles. Considered an innovative tactic back in 1887, it was followed by newspaper publicity and the distribution of promotional items bearing the Coca Cola script to participating pharmacies. One of the most famous advertising slogans in Coca Cola history “The Pause That Refreshes” first appeared in the Saturday Evening Post in 1929. In 2009, the “Open Happiness” campaign was unveiled globally. The central message of “Open Happiness” is an invitation to billions around the world to recess, revive with a Coca Cola, and continue to enjoy one of life’s simple pleasures.
Promptly after this commercial aired, many Americans took to social media to voice their opinions about the message Coke had sent to the more than 110 million people tuning in to watch the big game (Stampler). Many of these people took a very conservative approach to the commercial, claiming that Americans need to speak English and even singing “America the Beautiful” in other languages was un-American (Younge). According to the United States Census Bureau, 20.5% of Americans speak a language other than English in the home (Measuring America). To reiterate, approximately one out of every five people in the US speak another language, which is a huge market for Coca-Cola. This commercial was used to appeal to the true American audience. This audience knows what it means to be an immigrant, a minority, and a non-native.
The need for attention appeals to someone having the desire to be looked at. The need for autonomy appeals to people exfoliating the idea of being your own person, your own image. One out of many popular appeals is the need to escape which appeals to consumers to think that from buying there product they will be living in somewhat of a paradise. Jib Fowles analysis of the fifteen appeals has really opened my eyes to the broad spectrum of influenced culture we live in everyday. When thinking of all the ways advertisers try to persuade us to buy there product I can conclude that through the idea of analyzing the fifteen basic appeals we as consumers will always know the real message being portrayed. Advertisements have always kept us up with societal standard and the trends and styles that are constantly being improved with it, but what about a commercial that in a way brings opposites together? The commercial I chose in this assignment was a 2016 summer Coca- Cola commercial on where the main message being depicted was that through coca cola anything can happen and that in life if you want something, you must be determined and undeniably inquizitive and eager. The commercial starts of with this kid who in a way would be categorized as nerdy, unathletic but in the gist of things good spirited who works at the coke station,
Pathos, being the strategy most strongly used in this commercial, connects with the feelings of the audience. By featuring the commercial atop a green hill with a diverse group of people, Coca-Cola is showing that people of different cultures can come together in harmony, which aforementioned, was what people were looking for at this period in history. Not only the thought of harmony among groups of people, but the song that they sing together melodiously. When the commercial begins we see a young blonde woman begin the song, then she is joined by the rest of the crowd in singing, “I’d like to buy the world a home and furnish it with love…” along with other verses describing animals and pleasantries that would accompany them in furnishing this home. When we think of home, we think of a place where we can be loved and cared for, a place that is peaceful and pleasant (or this is what most people hope for), which is exactly what Coke describes to us as we watch enchanted by the beautiful voices of the people. Coca-Cola connects with us by evoking emotions of belongingness, love, peace and harmony amongst our fellow friends and people. This form of pathos is what really hooks the
POP! The bottle of Coke is opened and for many, all they need is one sip to become hooked on the preeminence in the case of it. For the hundred and 125-year Corporation that is all they want you to do, is take a sip of an ice cold Coke. For over a century Coca-Cola has been a powerhouse for producing one of the world favorite beverages. Wanting you to just take a sip “taste feeling” of happiness. Not only does coke do a great job of selling their products, but they have great strategy advertising it. Particularly, in the Super Bowl commercial titled Brotherly Love. In this commercial the director created a great deal of emotion, showing great sense of ethics and manifests logic. With all these tools used in the commercial
This ad does a very good job of accomplishing PepsiCo’s brand communications strategy. It is exciting and exhilarating and shows the personality traits of fun, irreverence and daring.
This advertisement makes Diet Coke popular because it focuses on why the consumers drink the product; it 's refreshing and does not cause weight gain. This is proved in the advertisement because the women portrayed are happy and having a good time while sharing a Diet Coke, which leads the consumers to believe that they should buy a Diet Coke as well. This association increases sales and helps improve the overall market
The speaker of this ad is the Coke Company. Occasion is the 1950’s. The audience is everyone in the 1950’s especially women in children. The purpose of the ad is to inform people about Coke and to persuade them to buy it. Coca Cola, created by John S. Pemberton in 1886, is the subject. A persuasive tone is used to entice the audience.
A small smile, a booming laugh, and a little play on words helped Pepsi’s ad “Scary Halloween” reach viral status on social media in 2013. Ads can be a triumph or a failure depending on how well the rhetorical appeals of logos, ethos, and pathos are used to convey an ad’s message. This ad’s largest draw was its use of pathos, making the viewers laugh and smile alongside Pepsi over their sly jokes.. “Scary Halloween” also engaged the audience by causing the viewers to cringe at the thought of their chosen soft drink being replaced. Pepsi also has massive amounts of credibility in the soda industry since it has been on the market for over 100 years, giving it ample room to poke at its competitors. Pepsi’s Halloween ad was successful because of
Customers and consumers are used frequently to define the same individual but there is a difference. The difference between a customer and a consumer is determined by the path of the product after it is purchased. If the individual purchasing an item is the one who will use it, they are the consumer. If the customer is giving the product as a gift or purchasing it for someone else for any reason, the person who will use the product or benefit from its purchase is the actual consumer.
Coca-Cola is a well-known and cherished brand name. When people think of this name, memories tend to overflow in their heads. Why? Because, not only does Coke taste great and refresh your own personal memories, it also fills you with memories of the Coca-Cola like "Always Coca-Cola", the antics of the Coke polar bears, and all of the different ads that have represented Coke over the years. Just about every ad you see, as a consumer, will have tons of hidden meanings. Coca-Cola may not always intend to present the same hidden meanings, but will always intend for their audience to see a commercial and hopefully crave a Coke product. I found a Diet Coke ad that really caught my eye in the August issue of Southern Living, a magazine for women. The ad, titled High School Reunion, pictured four Coke bottles in a diagonal line. The first bottle, a new unopened Diet Coke bottle, is pictured at the top left-hand corner of the page. The next two Diet Coke bottles are supposedly being consumed. At the bottom right hand corner of the ad page you see the bottle is empty. This reveals the conversation of a young woman contemplating the plans for her high school reunion. Over all Coca-Cola is believed to put these claims, supports, and warrants in their ads to make their product more appealing to the consumer.