Coca Cola Commercial: An Analysis Of Coca-Cola

At some point, most people have all felt ostracized. Well Coca-Cola in their commercial called“#MakeItHappy and in this commercial you see many people from many walks of life are down on their luck. The lights also flutter in the beginning and the room is also very dark. The colors in the beginning of the commercial overall are very dark and bland. Even things such as the Asian man’s keyboard looks like an old 90’s boring keyboard while he is filled with tears writing I hate you online. All the people seem to be having a bad day from a young student receiving a mean text from a peer to an angry middle aged man having a breakdown at work. However, a worker at an internet server facility accidentally spills Coca-Cola inside the system. Suddenly

Coke does this through the use of technology and the everyday hardships everyone suffers through. Everybody in this commercial was being negatively affected through social media or in general just having a bad day. Coca Cola even uses the popular internet meme that everybody knows as “Success Kid” of a cure baby raising its fist saying “We got this”. They didn’t just use a normal baby they got a baby who was very cute and socially popular. The overall the lighting changes in the commercial changes the mood in the beginning from melancholy to very joyful. If a person is using a pathos argument they will also try and build an emotional connection towards their audience. Coca Cola uses that through its music. The lyrics in the song says “show me love” which is pathos in one phrase. Coca knows that if you can sympathize with your audience and potentially make them feel better in some way then people will buy their product more. Regarding logos however, Coca does not execute their message well to the audience in this commercial. Logos uses actual evidence and statistics when advertising their product and Coca Cola uses emotion the exact opposite of logic. Proof of this is at the end of the commercial they say “Life is what we make it” with a beautiful sunset. Coca-Cola says this yet, has no concrete evidence if their product makes “life better” or

They show they are fair because of the many different types people that were being positively affected positively by Coke. It sort of shows that no matter what age, gender,or nationality you are one can still enjoy a Coke. They build a bridge by the use of technology to show that they are knowledgeable. Everybody in the commercial was using some form of technology whether it was a phone, television, or a computer of some sort. Technology is such an importance to our lives whether we like or even realize it for that matter. We carry our emails and stay updated with our friends and family and many other important documents. We are always using technology and Coca-Cola knows that and that is how they build their bridge towards their audience. Even the hash tag in the commercial title build an automatic bridge to their audience. However, Coke doesn’t show fairness financially because it doesn’t show the audience a clear reason why they are fair compared to their competition unlike other ads