Coke has sponsored the Olympic Games since 1928. This promotes Coke's image across the world. The association with the Olympic Games makes Coke seem like a sporty drink that athletes prefer. This sporty association appeals to active people who participate in physical activity. This is a large market which Coke has conquered by Olympic Games sponsorship and advertising. There have only been one Olympic Games when Coke has not been a sponsor and that was when the Americans boycotted them in 1980. The official games Sponsor was Fanta, which is owned by Coca-Cola.cogf gfr segfgfw orgf gfk ingf fogf gf!
Coca-Cola has used many slogans and phrases over the years but I will be concentrating on the "You Can't Beat the Feeling", 1989, advertising campaign. Each of the adverts in this campaign shows youthful people having a good time, having a Coke. The adverts share one common feature, a large Coca-Cola logo at the top of the advert taking up roughly a quarter of the space used. The bright, comforting colours red and white combined with the instantly recognisable and unique Coca-Cola hand-written logo. The logo firstly attracts the attention of the audience and informs them that the picture below the advert is advertising Coke. This makes the reader associate the great time the people in the advert are having, with Coke.cogg ggr seggggw orgg ggk ingg fogg gg.
The colours used in these adverts are predominantly red and white. This is used to remind us that it is a Coke advert and to help the picture merge in with the Coke logo at the top. In each of the adverts someone is holding the distinctive curved Coke bottle with the label facing the audience. This is used to show us that the people in the advert are not just drinking any cola but are drinking the original Coca-Cola. In most of the adverts the bottle is either in the middle of the advert or at the top of it. This makes the bottle the centre of attention and links it firmly with having a good time. clarkkent, please do not redistribute this work. We work very hard to create this website, and we trust our visitors to respect it for the good of other students. Please, do not circulate this work elsewhere on the internet. Anybody found doing so will be permanently banned.
"You Can't Beat the Feeling" is used as the Coca-Cola slogan in adverts where the young people in them are having a great time. The slogan tells the audience that you can't beat the feeling of having a great time with your friends and drinking a Coke. The slogan is not just saying that Coke makes a good time, but makes a good time even better.coca car secacaw orca cak inca foca ca!
The first advert I am going to analyse has a young boy holding a football and drinking a Coke. The advert appeals to a different audience than the other adverts in the "You Can't Beat the Feeling" campaign. In this example, the audience is the under 12s which is a very important group for Coke because this age group are the Coke drinkers of the future. The young boy has obviously just won a game of football and is holding the Coke bottle high in the air as if it is a trophy. Again this advert features someone who is having a good time but the Coke turns it into a tremendous time. The boy in the advert is of black origin. He is used to aid Coca-Cola's image as an international company that is sold to hundreds of countries and races.coga gar segagaw orga gak inga foga ga.
The advert is aimed mainly at young boys who enjoy football and would probably have been placed in a boy's football magazine such as "Shoot" or "Match". The other adverts in this advertising campaign might have been used on large billboards because they appeal to a far wider audience. Coke use the popularity of football to attract new Coke drinkers. Attracting new young drinkers is very important to Coke because these are the people who will grow up and continue drinking Coke. The audience for this advert is considered to be the future of the company. Qrq from Qrq coursewrok Qrq work Qrq info Qrq
My second Coke advert to be analysed has a picture of two young adults pushing a clothes rail along a main road in a busy American city like New York. We can tell it is a vast city by the large skyscrapers in the background. It is probably in America because the association with America is very important to the company's image. America has an extensive appeal to advertisement audiences because of its world symbol of wealth and freedom. This is associated with the concept of t from coursework.info he "American Dream", which is a declaration of freedom, fairness within society and individual rights and opportunity. fj6dpAAt8 Visit coursework af in af fo af for af more work af Do af not af redistribute fj6dpAAt8
The bizarre activity of pushing a clothes rail down a street leaves the audience guessing whether the couple are moving to a new flat or are about to set up a market stall. There is however one thing clear, as in all Coke adverts, the people are having an excellent time. The man in the advert is holding a bottle of Coke with the label facing us. This tells us that Coke, and not another cola brand, is helping make this a great time. g82fB Visit coursework eg in eg fo eg for eg more essay eg Do eg not eg redistribute g82fB
The Diet Coke adverts are different to the usual Coke adverts because they need to appeal to a different audience. The advert has the shape of a woman's body mirrored to show the shape of the famous Coke bottle between them. The slogan and pun "Just for the Shape of it" is inside the Coke bottle shape. This slogan is similar to the normal Coke slogan "Just for the Taste of it" and it reminds us that it is a drink advert and a dietary product. The slogan implies that this product will help you lose weight but Coca-Cola do not directly claim this. In reality the drink simply contains less sugar so may help prevent the drinker from putting on weight.coce cer sececew orce cek ince foce ce.
The woman is holding a Diet Coke can half way up the advert on each side. This central position draws our attention to the Coke can and its logo. The woman in the advert is wearing an expensive looking red dress and bracelet. These expensive products make Diet Coke seem glamorous, however the reader knows that Coke is priced so everyone can afford it. This gives the reverse effect that if you drink a Diet Coke you will become a glamorous and affluent person. The white Diet Coke can, positioned next to the woman's red dress, creates the original Coke colours which reinforce to the reader that this is a Coca-Cola product. This advert is obviously posed, unlike the other Coca-Cola adverts that have people in natural positions. The models on the majority of Coke adverts are doing normal things, having a good time with their friends. They do not give the appearance that they are part of a posed advert. A technique used to give this impression is to have the models looking away from the camera. This gives the adverts a natural and un-posed look.coda dar sedadaw orda dak inda foda da;
This advert is predominately aimed at women as they have a greater tendency than men to diet and to be concerned about their weight. The glamorous woman with a very shapely body in the advert is Diet Coke's image and implies that women who drink Diet Coke will look like the model in the advert. Young attractive women are usually associated with adverts, which will appeal to men. However this advert has a woman who is not purposely standing in a sexy position and the advert does not even contain the woman's face. Marx theorised clarkkent's functionalism .
Coca-Cola's most recent campaign "Life Tastes Good" has a billboard advert showing approximately one quarter of the Coca-Cola logo on a red background. The Coke advertisers know that the Coke logo and colours are so recognisable that they do not even have to show the whole logo. The advert reminds us of Coke and delivers their new message, which is "Life Tastes Good". This slogan is similar to many other Coke slogans like "You Can't Beat the Feeling" because it associates having a Coke with having a good time. The slogan is saying that if you "taste" a Coke, life will be good.codf dfr sedfdfw ordf dfk indf fodf df.
Coke adverts are primarily filmed in the sun, in fun and exciting locations. Many are filmed in large cities like New York. These locations are used because most people either live in or near a city so can relate to people in the adverts. Cities are also featured on TV and in films. This type of location is also very realistic and recognisable. We can understand why the people in the advert are in the city as they might be shopping or working, but whatever they are doing, they are having a good time because of Coke.coea ear seeaeaw orea eak inea foea ea.
There are other locations used in Coke adverts such as a relaxing setting by a river. This type of setting is used to inform the audience that Coke is not just for young busy people actively having a good time in a location like New York, but can be drunk by people who just want to relax and chill out. This type of advert is used to show us how Coke can help make a great time even if you are on your own relaxing or reading a book. The people in these adverts do not appear lonely because their expressions tell us that they are enjoying the calm with their Coke. This type of advert used the "Coke is it" slogan and implies that Coke makes the great time rather than helps it, as in the "You Can't Beat the Feeling" campaign.coed edr seededw ored edk ined foed ed;
The Diet Coke advert is quite different to the others as it was produced in a studio rather than a recognisable location. Special camera effects are used to mirror the woman's body, which is also quite unusual. It is unusual because normal Coke adverts have ordinary people in natural positions drinking Coke. This advert is more sophisticated because it appeals to a different target audience. This type of advert might appear in a woman's magazine such as "Marie Claire" or "Hello". clarkkent, please do not redistribute this writing. We work very hard to create this website, and we trust our visitors to respect it for the good of other students. Please, do not circulate this writing elsewhere on the internet. Anybody found doing so will be permanently banned.
The young adults in Coke adverts make them appeal to many different audiences. Teenagers will relate to the adverts because the young adults are symbols of freedom and fun. This is attractive to teenagers, who will associate Coke with an age group and lifestyle that appeals to them. Older people will remember when they had fun and freedom in their early adulthood. This is Coke's nostalgia effect because Coke is one of the few products that most people have tasted in their youth. R89 from R89 coursewrok R89 work R89 info R89
Coke makes adverts that appeal to a wide audience but do use specific appeals within their campaigns. The advert with the young boy and the football is designed to appeal to mainly boys in the under 12's age group. The Diet Coke adverts are designed to appeal to women who are more concerned about fashion and appearance. Coke also produces adverts that are aimed at a wider, more general audience. The billboard adverts for the "Life Tastes Good" campaign shows one half of the Coca-Cola logo on a red background. This illustrates the advertiser's confidence in their audience's ability to immediately recognise the Coca-Cola brand name.cocf cfr secfcfw orcf cfk incf focf cf.
Coca-Cola successfully sells their product by producing adverts for every category of audience. They can achieve this by placing adverts in magazines and newspapers targeted at the intended audience. Coca-Cola has been in existence and has advertised for much longer than most other companies so is able to use the nostalgia value which helps sell a drink associated with youth to people of older generations. This is a big advantage for Coke because it means they can sell their drink to almost anyone. However, it is possible that this can have a negative effect, because young people don't want to drink something old, so new up to date adverts need to be constantly produced. AMpyBoQ Visit coursework cf in cf fo cf for cf more writing cf Do cf not cf redistribute AMpyBoQ
Over many years, especially since World War Two, Coke has become a symbol of America and the American dream. We associate Coke with freedom, glamour and prosperity. This big association with America does encourage us to buy the product because America has long been the richest and most glamorous country in the world and is now the only remaining superpower. The association with the American dream encourages us to buy Coke because freedom and happiness are things that many people strive to achieve. This hypothesis from www.coursework.info