Rhetorical Analysis Of Coca Cola Advertising

An accredited Brazilian advertising agency known as Propague created its own spoof-style rendition of a Coca-Cola print ad in January 2001. The advertisement uses several different appeals to logic and emotion in order to address the harmful ingredients and effects of Coca-Cola. The reader or viewer of the ad initially notices the signature Coca-Cola red background color, which immediately grabs his or her attention because of its vivid, eye-catching shade. Once the reader is drawn into the advertisement, he or she also notices the small, plain white text outlined in the Coca-Cola bottle shape in the center of the ad. The white scripted font is used in many Coca-Cola advertisements, so this ad seems familiar and recognizable to the reader. The ad uses generic white text to stress the content of the text rather than focusing on the appearance of the text. The first few words within the outline written in bold read “You would never drink a product,” and the last few words within the outline written in bold read “had it not been for advertising.” The author suggests that people buy this product—no matter how harmful it may be—because of the advertising and marketing schemes used to sell the product to consumers, which manipulates the consumer’s thoughts about the product and makes

Because of the way the advertisement looks and presents itself to viewers, they trust the author and the information he or she provided within the advertisement. Because of some of the ingredients used, Coke can also be used for unclogging sinks, removing rust from screws and nails, and even for intensifying car tires and bumpers. This adds even more shock value to the advertisement and essentially frightens the reader because the examples given indicate to the reader that if Coke can remove rust from screws and unclog sinks, it can most likely do something similar and much more harmful to the human