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Executive summary of project on marketing strategies of coca cola
Executive summary of project on marketing strategies of coca cola
History and background of coca cola
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IS IT TIME FOR IT YET? Commercials play a huge impact as to changing one’s attitude towards buying a good or service. Commercials are seen in many different places; on television, radio, and other places that are widely seen such as benches. But can a commercial change one’s mind or attitude towards a certain product? For decades, Americans and others couldn’t help but love the dark-carbonated beverage. Switching their drink from water to Coca-Cola, many people are now consuming Coca-Cola as one of their daily beverages. It’s been spoiling many people’s dinners since the year of 1886. One famous producer who promoted the drink was Lee Garfinkel. He proposed a coke commercial in the year of 1994. The commercial with its outstanding …show more content…
Instead the commercial should have focused on younger children by making it seem more comedic or highlight a teenager or an old-aged person who should be included in the commercial. As all the characters in the commercial were all adults aged around 25 to 45. Causing that specific age group to just be tempted in the commercial and for that age group to be the only ones who were focused on the commercial. As I really wasn’t interested in the commercial as much as my mom was until I really wanted to learn more about what was this commercials main idea was.
The language of the commercial was informal as it wasn’t directly saying “diet coke, a beverage to upstart your day” or “I love diet coke” or “diet coke, a refreshment to your day”. The audience needed to indirectly understand what was happening. The audience basically didn’t until nearly the end of the commercial as they spent most of the commercial time assuming what the commercial’s main point was.
The creator of this piece of commercial, Garfinkel is a well-known American business person who had a major field in advertising. Mainly, he created it to accomplish the fact for many people to start buying the American famous diet beverage and to end the regular standards of drinking
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It used ethics in the commercial and it used credibility. By for example the main character in the commercial, the construction worker portrayed a very sweaty, thirsty, and tired character. This technique was an incredibly dramatic one as it was used in order to reach out to the audience and make the ad more realistic and reliable. Diet coke truly does give refreshment, with its cold fizzy solution, many construction workers and others drink it to quench their thirst and to get a boost with it containing a 34 mg dose of caffeine in every can. The commercial was also created with an emotional appeal of its pathos. It didn’t manipulate anyone to drink it, but the ladies who were watching the construction worker were looking at the commercial with strong emotional appeals. As they were looking down at the coke, like it was some holy drink. They had strong feelings as to when the clock struck 11:30 when it was time for his coke break they all ran to the window, like as if they were staring down at a beautiful lovely angel descending from the sky. Out of all the three rhetorical appeals, logos, was the least justified one related to the commercial as it wasn’t used in the commercial. The commercial used little to no facts or evidence of any kind. It didn’t say for example, scientist have proven that 15 mg of diet coke causes one to work with full energy or a doctor saying or ratio clearly stating that a diet beverage like
1. This advertisement features Taylor Swift, which is a celebrity spokesperson; she is supporting the company, “Diet Coke”. People that enjoy listening to Taylor Swift’s music will most likely buy this product, because they think that buying this product, diet coke will make them closer, and more like their favorite pop star Taylor Swift. This advertisement also features Pathos, an appeal to emotions, because Taylor Swift may be someone’s favourite musician or person in general. It also features ethos, an appeal to credibility, or character, because Taylor Swift is famous for her music, therefore she is well recognized throughout our society, and the music industry.
According to Robert Scholes, author of On Reading a Video Text, commercials aired on television hold a dynamic power over human beings on a subconscious level. He believes that through the use of specific tools, commercials can hold the minds of an audience captive, and can control their abilities to think rationally. Visual fascination, one of the tools Scholes believes captures the minds of viewers, can take a simple video, and through the use of editing and special effects, turn it into a powerful scene which one simply cannot take his or her eyes from. Narrativity is yet another way Scholes feels commercials can take control of the thoughts of a person sitting in front of the television. Through the use of specific words, sounds, accompanying statements and or music, a television commercial can hold a viewer’s mind within its grasp, just long enough to confuse someone into buying a product for the wrong reason. The most significant power over the population held by television commercials is that of cultural reinforcement, as Scholes calls it. By offering a human relation throughout itself, a commercial can link with the masses as though it’s speaking to the individual viewer on an equal level. A commercial In his essay, Scholes analyzes a Budweiser commercial in an effort to prove his statements about the aforementioned tools.
I am analyzing a commercial put on by the Hawaii State Department of Health's statewide health promotion campaign. This commercial is titled Re-think your drink and shows why choosing water, 100% juice, and low fat/1% milk is a healthier choice in beverages. Drinking one can of soda or juice a day can make a person 10 pounds heavier a year! Rhetorical devices that I have found in this text are pathos and ethos. The purpose of this analysis is to determine whether this commercial is effective or persuasive. The re-think your drink commercial for the start living healthy campaign is both effective and persuasive. Its pathos affects my emotion because it compares the amount of sugar in soda to a cup of orange junk. The rhetorical devices in this text have made "re-thinking my drink" very effective. This commercial is important because people that drink soda or juice don't realize how much sugar and fat that one can contains. To see orange junk come out of a can besides drinkable liquid is not appetizing at all.
The diet coke commercial uses pathos to persuade us. It's using pathos by showing a famous person to convince you. But in reality, Taylor swift doesn't drink diet coke when writing one of her songs. Sensodyne toothpaste commercial uses logos to make you think a little more logical. It makes you think more by showing a ¨dentist¨ to convince you that what he's saying is really true. The commercial wants you to think its trustable just because its a dentist so you could buy it to cure sensitive teeth.
In this generation businesses use commercial to persuade different types of audiences to buy their product or to persuade them to help a certain caused. If you analyze commercial you can see how certain things play a major role in the success of a commercial. The ad I decide to analyze as an example is the commercial snickers used during the Super Bowl in 2010;”Betty White”-Snickers. This commercials starts off with guys playing a game of football with an elderly women know as Betty White. As Betty White tries to play football she is tackled to the ground. Her teammates refer to her as Mike when they come up to her to ask why she has been “playing like Betty White all day”. This helps inform the audience that Betty White is not actually playing but instead represent another teammate. As the guys keep arguing Mikes girlfriend calls her over and tells her to eat a snicker. Betty White takes the first bite and then suddenly a man appears in her place ready to finish the game. At the end of the commercial the statement "You're not you when you're hungry" is shown followed by the Snickers bar logo. What this commercial is trying to show is that hunger changes a person, and satisfying this hunger can change you back to your normal self. They use different types
For example, the idea of the commercial itself is a sort of appeal to false authority. The whole ad is based on how if you drink Dr. Pepper 10, you’ll be manly like Grizzly Adams. Another noticeable fault was used in the closing of the commercial where Grizzly says, “Mmm, bold flavor.” Bold flavor is an ambiguous statement and very subjective. What is clear is that the Dr. Pepper 10 advertisers are trying word play to suck buyers in. Several commercials have used the phrase, “Bold flavor,” in advertisements before. This just further weakens Dr. Pepper’s
They hit hard on the humor aspect of the ad when they show the student being left alone when he still thinks the athletes and janitor are still there. It is a hilarious concept that sticks with the audience, and makes them feel intrigued as it is happening, wondering if the student will ever catch on. Also, viewers relate and empathize with the student when he is told that he can’t have a Gatorade because he is doing it wrong. It makes the audience feel awkward along with him. Overall, relating to the awkwardness of the student and the humor of the ad helps to persuade the audience to buy the product by making them remember these emotions they felt while watching the
Rhetoric is easily seen when comparing and contrasting these two forms of advertisement, as was proven. Between the Doritos commercial and the smoking billboard, examples of pathos, logos, and ethos were not hard to find. Both advertisements, though, were different in their ways of expressing rhetoric. Therefore, analyzing them individually was not the challenge, but choosing which manipulated rhetoric the best was hard. In general, it is important to recognize and interpret the pathos, logos, and ethos in all things and
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
The commercial used a very patriotic, recognizable song, America the Beautiful. The lyrics of this song is about the landscapes and the freedom for all to be who they are. The tempo, rhythm, and beat synced up to each scene. The song is beautifully sung by young children and adults and sung in seven different languages. These seven languages-English, Spanish, Keres, Tagalog, Hindi, Senegalese French and Hebrew- were examples of Americans who have different languages and backgrounds. The singers are representations of what an American is. Coke reveals that being American is not about speaking English, but it rather shows that this “melting-pot” nation is also includes multilingualism. Multi-lingual people talk to each other in Tagalog or Hindi, but they share that same American value of family dinners and quality bonding time. Despite the cultural difference, they all come together as Americans and all share their moments with
This is the final way that ads use to influence audiences to buy their product over another. The Pepsi ad provides a website that onlookers may visit if they wish to learn more about the “Pepsi Refresh Project.” By citing this website the ad has appealed to audience’s logical reasoning. However, unlike the Pepsi ad, the coke ad provides its fact on the advertisement. The ad informs readers that coca cola has been around for over 84 years. This is a better way to appeal to a person logical understanding, because the information is right there, and they do not have to go to a website to find information about the product. Overall, both advertisements provide information about their product in an attempt to persuade audiences to buy either Pepsi or Coca
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
Even after the product is introduced, the plot continues to focus on what the commercial’s storyline is rather than the actual product they are trying to get viewers to purchase. Another problem is that the plot does not give off the impression that the product is important to the commercial because it is just used as a prop and thrown off to the side. In comparison, the commercial for Coca-Cola begins and ends with the brand being its main purpose. The plot is made to show how the product is connected to the everyday life of different people and it brings everyone together (Coca-Cola, 2016). The viewers are fully
I vividly remember the night that I saw the commercial. I had just returned home from an exhausting day at work and I was fully anticipating a relaxing evening. As I sat down on the sofa I picked up the remote and turned the television on. The television was blaring American Idol, not being a fan of the show, I was preparing to change the channel when the commercial came on. It was the commercial that Coca Cola aired as part of their “Coming Together” advertisement which took aim at obesity and basically stated that we are responsible for what we eat and drink, we have choices.
Commercials works through the human emotions and vanity and it appeals toward the psychologically domain turning into a temptation for weak mind people. For instance, if a person is at home watching T.V., very comfortable and suddenly, a commercial promoting any kind of food and drink comes up, that person will be hungry and thirsty in a couple of minutes. The advertising influenced his mind, provoking an involuntary reaction to do what the commercial induced him to do.