Commercial Advertisement : Coca Cola

When it comes to the topic of commercials, most of us readily agree that commercials are irritating. Where this agreement usually ends, however, is on the purpose of the commercial. Whereas some are convinced that commercials are meaningless, others maintain that commercials tell a story. Effective commercials are repetitive and illustrate a story. Marketers use rhetoric marketing, the art of persuasive speaking and writing, when persuading an audience to buy a product. Rhetoric marketing is especially effective through the illustration of a story. It is effective because the marketer is able to relate to the consumer with a story or message. Advertisers also use the appeals of logic, credibility, and emotions to intrigue interest in a company. Coca-Cola’s advertisement, “Falling,” depicts the product as a confidence building companion suitable for young love through a series of logical and emotional appeals that visibly promotes the brand’s credibility.

In ad A, the scene opens with dramatic music, fast camera shots and a tense narrative, all of which create a stressful mood. This tense beginning leads up to a shot of doctors huddled around an operating table, which soon emits a buzz. As soon as the camera pans down on the table to reveal the man from the Operation game, a voiceover introduces Geico. Because the patient is a game character, the mood of the scene immediately becomes much more lighthearted. Furthermore, the dramatic music and fast camera shots stop as soon as the voiceover introduces Geico. Because both the change in mood and the introduction of Geico occur almost simultaneously, Geico creates an association between the two instances. Along with ad A, ad B uses cinematography to create a harsh contrast between the tense atmosphere before the mention of Geico, and the relaxed one after the voiceover introduces the company. At the start of ad B, two armed guards and another man briskly walk down a dimly lit hall into a room where a prisoner and several other men reside. The dark lighting, realistic guard costumes and the intimidating sounds of armor clanking all contribute to the eerie and tense mood of the initial scene. In contrast, after the guards leave and the Ping-Pong table flips back dowm, the only sounds become those of men cheering. This drastic change in mood from an intimidating atmosphere to a festive and inviting one occurs at the same time as the voiceover advertising Geico, thus illustrating how the ad uses cinematography to create an association between Geico and pleasant environments. Similarly, ad C employs the same techniques in order to emphasize the fact that Geico relieves stress in tense situations. In this particular ad, the initial scene involves beeping alarms, flashing lights, sparking machines and a factory in disarray. With frazzled men and women panicking and

Because the advertisement was aired five months after the September 11 incident, there were intense emotions among the American citizens. Budweiser was aware of this and created a commercial with strong emotional appeals. With pathos loaded, the advertisement seems to appeal to the viewer’s emotional senses. In the beginning, a character in the form of a man is fascinated by the horses. The image of the horses is reflected in the glasses of the windows. Business takes place in this area, but he takes a break from all the activities to watch the passing horses because of the awe factor that the Clydesdales stimulates. Thus, as an audience, I will resonate with the man by showing the same reaction. The behaviors of the man are expected to the audience how they should react as well. They are expected to stop every activity they were performing and understand the powerful message conveyed by the majestic creatures.

For this it is clear to see the improvement of the Burt’s Bees’ commercials when there are two being compared to one another. The first commercial is the “Uncap Flavor: Fireworks” commercial that launched over two years ago. This commercial involves some new fun flavors of the Burt’s Bees lip balms. They display this by having black and white doodles in the beginning of the commercial then an explosion of colors like fireworks when all the lip balms are shown. The second commercial is their most recent, “New Burt’s Bees Lipstick Commercial.” This commercial is displayed in a bright green rainforest as the bold red lipstick slides down the wet leaves of the trees. This commercial also has a very catchy love song in the background. When comparing the two commercials it is easy to see the quality and attraction pull of the second commercial is greater than the first. The second commercial stays true to the Burt’s Bees natural, nature loving company while keeping an upbeat positive vibe. Although the first commercial mentioned is also a positive one it is not as dramatic with both contrasting colors as the first. I believe that Burt’s Bees has stepped up their commercial game and when I was looking for commercials to use in this essay “Burt’s Bees commercial song” was the top Google search about Burt’s Bees that popped up. This shows that the advancement of using a catchy tune makes the brand name memorable and

General feeling and mood is how the advertisement makes you feel and how it does that. In the old advertisement the general feeling to young girls would be a bad experience with a dog. Some young kids are afraid of dog because they had some kind of bad memory. The mood of the advertisement might also be negative because the picture brings back bad memories of their childhood. Many different pictures could give a person the same feeling and mood. The way the

Coca-Cola has been around for 125 years with the same logo, taste, and design. Making it one of the most recognizable brands in the world. Coca-Cola’s “Mean Joe Greene” commercial was an iconic Super Bowl XIV commercial in 1980. In this commercial, their goal was to persuade the audience that a bottle of coke can bring happiness and a smile. By choosing a notorious football icon, Mean Joe Greene, to play the mean guy was a great choice. Mean Joe Greene is a hall of fame defensive end football player from the 1970’s. He was known for his temper and cruelty on the field. Thus, the name Mean Joe Greene. He was an excellent football player which is why people loved and still love him till this day. By using all three rhetorical concepts, logos (appealing to reasoning), pathos (appealing to emotion), and ethos (appealing to credibility), Coke creates a motto that persuades its audience to “Have a Coke and a Smile”.

Another illustration of the music in the advert reflecting the mood of the scene is during the world cup setting. The pace of the melody picks up and the dynamics increase to show excitement, joy and energy. It gets louder and even more instruments are added. In the millennium setting, the tune is at a very fast pace with many diverse instruments all playing at the same time, which gives strong emphasis on the environment’s joyful and ecstatic setting.

Jean Kilbourne shows that the major messages is that exhilaration come from products, and ads are guided customers away from what make them really happy. Every sentiments is used to sell something and leave shoppers romantic about the products.Advertisers exploit buyer's human desires for link, calmness,esteem, and

Exchange rate gains or losses are brought to account in determining the net profit or loss in the period in which they arise, as are exchange gains or losses relating to cross currency swap transactions on monetary items. Exchange differences relating to hedges of specific transactions in respect of the cost of inventories or other assets, to the extent that they occur before the date of receipt, are deferred and included in the measurement of the transaction. Exchange differences relating to other hedge transactions are brought to account in determining the net profit or loss in the period in which they arise. Foreign controlled entities are considered self-sustaining. Assets and liabilities are translated by applying the rate ruling at balance date and revenue and expense items are translated at the average rate calculated for the period. Exchange rate differences are taken to the foreign currency translation reserve.

The advertisement begins with flashing screens of hateful messages on the internet. It shows people’s reactions to these messages and how they handle them. These “plain folk” people are distraught and angry over the hateful and discouraging words. While a Coca Cola worker is in a technology room, he spills his bottle of Coca Cola on the machines. Sparks start to fly from the machine and something is shooting through the cords of the internet everywhere. The sparks seem to create the Coca Cola logo on all electronic screens around the world. All of a sudden, hateful messages on phone screens turn into encouraging ones, and upset people start seeing encouraging and happy messages around the city. A social media post to a young boy that says “no one likes you” suddenly turns into an encouraging post that says “there’s no one like you #makeithappy” (“Coca-Cola Super Bowl”). The teenage

The advertisement uses Aristotle’s proof of pathos. Pathos is looked as emotion. In the advertisement it was clear, emotion was being used to persuade the audience to buy the product. Throughout the whole clip, the advertisement showed emotions that makes one feel good. Each scene reminded one about his/her days in his/her childhood playing in the playground with a friend, or walking home and seeing the girl/boy that he/she had a crush on.

Melissa Rubin offers a very insightful analysis on something as simple as a coke ad that appeared in a Coca Cola sponsored magazine. Rubin takes a very cultural stance on her analysis, since the ad was created in such an eventful time in American history. “The ad suggests that Coca-Cola recognized the patriotism inspired by the war and wanted to inspire similar positive feelings about their product.” Rubin uses this timely bit of information about her claims to why the men in military uniforms are places out in front of the ad, and why less important members of society during the time are placed further back, or not pictured at all in the ad. Likewise, Rubin uses evidence regarding the industrial evolution occurring during the time the ad was

Advertisements are everywhere these days and can be extremely annoying. They will try and get people to buy anything from food to cars and everything else in between. Advertisements have also started to rely heavily on the sexual elements to sell its products. An example of this advertisement would be the ad for Carl’s Jr. or Hardee’s. In this ad, it features Paris Hilton standing in a very seductive way holding a cheeseburger. She takes up half of the ad while the other half is of the actual product with some text. Carl’s Jr. started these racy ads back in 2005 and are known to feature models in bikinis in their advertisements to try and attract younger men. This advertisement heavily relies on sexual appeal to sell its products by using a very sexy and provocative Paris Hilton and using double entendre in its text.

Happiness can be described as the one emotion that makes the world bearable for many people or a least the promise of happiness does. Happiness is seen as a virtue in America, something that should be obtained or pursued in order to live a satisfying life. In today’s world there are many products out here that are supposed to help buyers find said happiness or at least make the pursuit of it more efficient. Advertisements have long been seen as one of the most efficient and helpful way to inform consumers about products. However, with people’s growing apprehension towards advertisements due to false ads or advertising scams, the advertisement agencies have had to change their approach to advertising in order to continue gaining consumers purchases. It’s this new approach of emotional and psychological appeal that has led to advertising that has wrought emotional havoc on our everyday emotional states. This is also a contributing factor in America’s growing obsession with happiness. Due to our consistently being surrounded by advertisements we have created a skewed sense of happiness along with other positive emotions by replacing healthy life experiences with goods and services that pretend to provide the same, if not better experiences, but without the same results.

The Coca-Cola Company shares a heartwarming moment between two brothers in their commercial “Brotherly Love”. Coca-Cola’s purpose with this ad is to emphasize that their product is made for families and creates a stronger bond in relationships. They create a surrounding that is sweet and filled with love to appeal to the familial bonds especially to those who are siblings. In the commercial “Brotherly Love”, the Coca-Cola company successfully conveys their message that their product will be there no matter what by comparing the two brother’s relationship to their product.