Coca Cola Rhetorical Analysis

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Coca Cola: Share a Coke and Happiness
1. Introduction: Coca Cola Share a Coke This Summer Has anyone ever told you you can’t buy happiness? According to the makers of Coca-Cola, all the happiness you need can be purchased at the wee cost of a dollar and some change. When one buys a bottle of Coca Cola, one’s getting far more than simply a bottle of delicious high fructose corn syrup flavored water; embedded in that purchase is the promise of friends, fun, summer loving, and so much more. Coca Cola’s “Share a Coke This Summer” advertisement seeks to sell happiness in every bottle with “Open Happiness” concluding the advertisement video. By portraying young groups partying (in a nonalcoholic, large group gathering type of party) and having fun drinking Coca Cola, this “Share a Coke This Summer” ad strives to promote Coca Cola as the road to happiness, fun with friends, and popularity, the importance
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There’s a certain collective effervescence Coca Cola wants to be associated with drinking Coke. We all know the sort of “high” we get after going to a concert; Coca Cola wants drinking Coke to have that same effect on people. Describing collective effervescence, Shilling states “This force is experienced mentally and physically, and binds people to the ideals valued by their social group” (196). The ideals this ad wants you to have is drinking Coca Cola and having fun. This again circles back to Coca Cola drinkers being in an in-group. This Coca Cola ad wants you to think that it’s the act of drinking the Coca Cola that makes you happy, but in reality “it may be less the doing that creates happiness than it is sharing the doing” (Caprariello 215). Coca Cola arranged this ad so happiness, Coca Cola, and groups all run together. With those 3 combined, you’ll never know whether it is the actual Coke that makes you happy, or it’s the sharing of it that brings
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