18 November 2014
Coca Cola Advertisements
This Coca Cola advertisementfeatures a family of Polar Bears they are using an emotional appeal. The father Polar Bear carries his son over his shoulder and the son reaches one arm out over to his mother who is holding a Coca Cola bottle. The mother polar bear looks very happy and even appears to be smiling as she looks ather son in an adoringly manner. In the background you see mountain’s covered in snow; the scene is suggestive and gives the viewer a sense of refreshment, ice, crisp and cold. Right above the head of the mother Polar Bear advertisement the words read: “Open Happiness” and to the far right hand side what appears to be a moon in the shape of a bottle-cap that reads Coca-Cola. This advertisement can be appealing to a variety of different age groups because,it focuses on family unity as shown on the advertisement.
It is clear that the motive for this pathos advertisement is suggesting that if you cracked open a Coca Cola bottle you would be in “Open Happiness”. The smile on the mother Polar Bears face is iconic, and says it all.The bright red scarf that she is wearing is a strategy to persuade the viewer to focus on the mother Polar Bear because she is holding the Coke bottle.
Her son is shown reaching towards it as if he is happy to see her with the coke bottle. He looks absolutely adorable and cute and represents every mother’s child. The feeling a person might get when seeing this ad would be “awe so cute look at the baby polar bear” it’s easy to see why a child would want a coke by wanting to affiliate him or herself with the Polar family, even an adult would feel an emotional connection. The family connection that was used in this advertisement is strong it shows the Polar family being together a unity of one. Happiness is also portrayed in their faces as they all smile. When you are first looking at the advertisement you get a sense of togetherness no matter what culture you come from. You could come from a white, a black, a brown, or even a Polar Bear family and Coke would be the connection that units the family together.To persuade the viewer to buy Coke they have used images of furry Polar Bears to represent family, comfort and affection. Images like these could be used to attract an audience of all ages from children to the elderly, because the images are family oriented and would appeal to mothers and fathers and the use of bears are cute and fuzzy looking which would appeal to children.
Coca Cola’s first advertisement appeal is by using these logo’s “Coca Cola” and “Open Happiness” suggesting that we would be happy if we drink Coca Cola. Also it gives the viewer reasoning as to why they should buy the product. They use catchy colors like red to attract its audience as red is very bright very noticeable. In this Ad the main colors are white. White Polar Bears are the obvious focus, in the distance we see white snow covered mountains, the only hints of color are in the Coca Cola logo on the upper right hand corner and on the scarf worn by the mother Polar Bear holding the bottle it’s quite obvious that the scarf brings the attention to the main targets in the ad. They also used black on the features of the Polar Bears and as the young Polar Bear son reaches out towards his mom you see his black paws which draw attention to his arm reaching out. The mom looks back at him with love in her eyes which are also colored black. The father bears mouth has a smile on it as he looks at the mother bear. I believe the use of black is to capture the emotions of happiness in the polar bears. The slogan “Open Happiness”is very catchy. It draws attention to the viewer and most importantly it identifies with family and being happy.
What makes Coca Cola ads successful is that they appeal to a wide and diverse variety of people. They have been very clever using several other marketing strategies beside just the use of polar bears. Today Coca Cola ads have progressed sufficiently over the years compared to a muchearlier 1800’s ad for Coca Cola which shows a young, elegant, beautiful girl sitting down at a table taking a break and sipping on a glass of coke. In big letters above her head it reads “The Ideal Brain Tonic” and then under that slogan another follows in smaller letters beneath it “Delightful Summer Winter Beverage” “Specific for Headache” “Relieves Mental and Physical Exhaustion” again here we see a logical connection and we can relate to the slogan being used and the audience that they seem to be targeting here in this advertisement would be towards adults specifically women. Women tend to identify with other women so when we see a young elegant woman drinking Coca Cola to relieve her exhaustion or headache or maybe she is just taking a break to refresh herself women find a connection and coca cola strategy here is connect with a certain viewer they are using ethical advertisement here because we feel a sense of duty or responsibility to cure our headaches and we hope that by drinking Coca Cola our headaches or whatever ailments we might be suffering from would be alive by drinking coke. I believe that Coca Cola was not intended to be consumed by a younger audience when they first came out. Now days Coca Cola ads are much more successful and they are intended for children, teenagers and adults.
Coca Cola is well known brand in conclusion their advertisements have been effective because of their use of logos, pathos and ethos they have been successful at persuading viewers to buy their products.