Coca Cola Advertising Campaigns

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Why are there no texts in today’s ad campaigns? In the 1880s advertisements purely consisted of written communication, whereas this has been excluded and replaced by images and colors in the 2000s. By looking into two Coca Cola ads of different time periods, this essay will explore the reader, culture and text, furthermore, how the same text can be interpreted differently by two distinct readers. Therefore attempt to superficially understand the society of the time period they are inserted in, given the techniques and technologies used. These two Coca Cola advertisement campaigns clearly reveal the sociological evolution from the 1880s to the 2000s that led to the removal of long texts from advertisements, using logos, colors and images; the …show more content…

Trustworthiness is evident since the Coca Cola Company is one of the most widely known enterprises of the century; therefore by placing its logo and a picture of the bottle in the campaign, the reliability is immediately settled. Bandwagon is implemented since it reaches out to all publics and demonstrates the feeling created by opening the bottle as something straightforward than anyone can easily achieve. Most importantly pathos can be identified in the meaningful images, and vivid colors; the company’s intention is to convey the message that by merely popping a Coke bottle one will experience a state of absolute happiness. Such feeling is suggested through smiley faces, bright colors, squiggles, flowers and shapes that are all acknowledged symbols of gaiety. Besides, their position of flying out of the freshly opened bottle associates such euphoria to the soft drink. In addition, the glittering generality, “live on the side of life,” also emphasizes this idea and is especially memorable due to the repetition of ‘life’ and its derivative verb. The position of the sentence, being split by the bottle, centralizes the product as “life” and if the viewers live by its side, they will taste the magnificence brought by it. The red in the background is the brand’s main color, which is substantially remarkable due to its association to passion, courage and celebration, given it being the color of the heart, pride and royalty. These feelings are targeted to the consumer, and thought of by marketing companies when creating commercials. It does not require deep study of the details of the clustering of this advertisement to notice that there is the excessive exploration of emotional appeal, and the abandonment of logos; by looking into the modifications in everyday life, one can observe their reflection on

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