Posted at 10.28.2018
Coca-Cola has one of the most recognized brands on earth, and that recognition is due in large part to the companys careful marketing and branding work. In an Fact magazine, I noticed that the Coca Cola uses warm welcoming colors such as gold, brownish, and orange to create the atmosphere. Also symmetry plays an important role in this advertising campaign. For instance, the props are equally coordinating on both edges the table surrounding the cake. There is certainly one woman in the heart of the group as a center point; the rest of the women have their heads tilted toward her. Clothes in this advertisement have even a pattern.
First, the woman to the considerably right has a structure shawl; the girl next to her departed is wearing a good color blouse. Even as continue to look at each girl clothes, almost every other woman is putting on either stable color or a pattern shirt. Cosmetic gestures are scripted as well; if we look better on each aspect of the desk two women supply the same face appearance with their nasal area up and month open up. Another symmetrical characteristic is the ladies hair styles. Therefore the women that match cosmetic expression also match with having long hair styles. The storyline is simple; it takes place at someone house in the kitchen. Friends gather throughout the table to observe a birthday. Slim African American women are look happy and are laughing having a great time. Then the advertisements state governments in lower case letters, "who's counting? Coca Cola make it real. " Coco Cola ad is targeting DARK-COLORED women in their middle twenty to middle thirties and encouraging them that nobody care about the calories, time doesn't matters, and you will celebrate because Coca Cola is the true taste of soda.
Evidently, the brand being marketed in the ad is unmistakably Coca Cola, and the merchandise being advertised is Coca cola can. The people in the advertisements give a picture of young BLACK women, probably in their mid twenties to mid thirties celebrating a birthday party. Undoubtedly, the advertisement is specifically meant for them. Regarding to Goddard, "ladies in such an generation are confronted with several decisions to make, such as but are not limited to marriage, career status, and independence" (121). Also, these women are usually confronted with dietary and being overweight, matter that forces them to view their eating habits more closely. It could seem strange to visit a woman in this age group celebrating the right moments without the company of men. This causes most them being insecure, miserable, and less self-confident. Conversely, the advertising gives another situation of the situation that is sure of attracting feelings. The ladies in the advertising are happy, as evidenced from the facial expressions and the celebration. Interestingly, they seem to be independent and able to treat themselves without help from any male occurrence. Pickton & Masterson postulate, "Coca cola products provide a clear impression that it's the ideal drink for the occasion" (15). The advertiser's label of use "hype" to demonstrate a certain impressions. Media hype refers to obscure and meaningless assertions as a result as Coca Cola RENDERING IT Real and no-one is keeping track of. This makes the whole scenario to appear good.
Another attention-seeking hook towards the mark market in the ad is the use of femininity and culture. The Coca cola advertising is all-feminine with complete occurrence of females. Additionally, the setting up of the advertising campaign is your kitchen, a location commonly associated with the female varieties. Robinson & Warwick dispute that gender stereotype is sure to capture the attention of the BLACK woman "who loves to share issues influencing them during social settings such as in friend's celebrations and social adjustments" (50). The Coca cola can fit in properly to such a situation simply because they are females celebrating a birthday party of 1 of their own. Culture does apply in this situation considering that the advertising campaign specifically targets females of African American origin. The female scenes of DARK-COLORED women depict the culture being targeted in the ad (topic marketing).
Beauty is one of the outstanding top features of this Coca Cola advertisement for the reason that images of average African American women are used to glamorize the whole scenario. Robinson & Warwick runs further to declare that, "Whether or not their ages can simply be classified into a particular group, they still manage to give the feeling of beautiful and happy African American women having a great time" (55). Additionally, the impression of beautiful and happy BLACK women will not necessarily notify anything regarding the Coca Cola product but all the same, the impression is with the capacity of relaying emotional transfers about the merchandise and making someone to feel great through affect and manipulation.
According to Pickton & Masterson, "the technical results in the advertising campaign that are key to adding the intended results to the commercial" (20). For example, the camera sides made sure that every the necessary details in the advert had been given the desired perspective. Emphasis was provided by making certain the images were extracted from a close-up angle. The collection and setting was preferably the kitchen to provide a womanly impression to the targeted audience. Therefore serves to generate an psychological impression to the audience that the merchandise being publicized is suitable for their normal environment whereby independence may also be exercised.
Accessories are featured mainly in the advertisement to market an factor of beauty to the Coca Cola product being publicized. The DARK-COLORED women included in this advert are nice dressed up as evidenced from other hairstyle, to stylish and elegant clothes, and charms (necklace and earrings). These accessories truly give images of beautiful women, an element that the mark audience may easily associate. Within the advertisement, the poses and clothes by the next and fourth individuals are similar. Their necks with their clothes are both v-shaped, the colour being the one differentiating thing. In addition, they both wear accessories (earrings and necklace) to complement their beautiful appearance. The first and the previous women seem to share some similarity as evidenced of their poses. Finally, the third (middle) woman seems to reveal the same amusement with the other women in doing so completing a happy occasions that they seem to be to be sharing. The Coca Cola product completes the celebrating disposition by relaying the planned message of delight and beauty. The whole advert is sure to persuade the mark audience that they can be happy, attractive, and beautiful.
The use of color in the advertising campaign helps in providing life to the situation. The gold color that appears to be lighted by the lamps of the room completes the wonderful minute typical of get-togethers such as birthday celebrations. The candles, the wedding cake, the desk, and almost all of the elements in the background are matched to draw emotional attention. Additionally, the colour suits with the fantastic and/or chocolate appearance of the BLACK characters in the advert. The scenario looks beautiful to the eye and is likely to be associated by the targeted audience. The material of the merchandise will definitely fit in to the situation for it matches with the scalp of the heroes giving a coordinating effect to the elements in the advertisement. Again, beauty and pleasure is a sure thing to be associated by the targeted audience. The communication promoted in the commercial is easy, beautiful women are always happy. The slogan-"Coca Cola make it real" gives the subject matter that if happens to the characters in the audience, additionally, it may eventually them.
Age is a significant factor in the advert considering that the target followers are BLACK ladies in their mid twenties to middle thirties. Usually, such women are coupled with identity issues to do with their ages, cultural status, and freedom. They are often mirrored by the contemporary society and are anticipated to possess achieved something under their name. Leading on the list is matrimony or family duties. Additionally, they can't ever do anything without their purpose being questioned. This consists of but not limited by having fun and enjoying themselves. This advertisement promises to provide them reassurance through the do not care and attention frame of mind that "nobody is keeping track of" and therefore they must have uncontrolled fun. Instead, they must have it real as it is just as portrayed by those eating the advertised product.
Conversely, advertising has too much to do with conveying the supposed message. That is attained by use of words that can handle generating straightforward meaning without having to have difficulty much. Tomlinson stresses, "Coca cola advertisement uses a mixture of signs, text messages, and gestures to operate a vehicle the desired meaning to the audience" (65). Images of these presented in the Coca cola commercial consists of some iconic characteristics that the audience may easily relate. Those images belong to normal, average DARK-COLORED women enjoying themselves in a normal setting and it provides resemblance effects to the audience. Symbolic gestures and cosmetic expressions give illusions of a lot of people who are happy and it is clear they are consuming the advertised product and happy altogether.
Finally, the presentation of the Coca Cola advertisement can be categorized to be simple and compound. "It is simple in the sense that most of the designed information is relayed on the neutral track record" (Tomlinson 71). The mark audience isn't only easily discovered but also the product being advertised. Alternatively, it is characterized as being substance in the sense that this employs natural pictures of African American women in logical situations. For example, drinking alcohol is common during birthday activities and therefore Coca cola will come in handy. Also, it unusual of folks in a party party to be miserable and thusly, the women in this advert are portrayed as being happy.
Strategy is also evident in the Coca cola avert. Firstly, the brand image can take the business lead in the advert for the sole evident brand in the picture is that of coca cola. The brand is fore grounded so that everyone can see. Goddard asserts, "General and pre-emptive information are included to persuade supply the audience with the required personalities" (122). For example, the announcements "who's counting and make it real" are contained in the advert add interpretation to the brand image. The Coca cola commercial will provide the targeted audience with the promise of improving their personalities by attaching concrete features of the merchandise and the driving a car force.