Rhetoric of Coca-Cola
Everyone
knows the taste of a good, old refreshing Coca-Cola. Even people who do not
really enjoy the taste of soda, like myself, have had it before. I do not often
drink soda, but there are times when nothing tastes better than a Coke. A trip
to the movie theater always qualifies as one of those times. I’m sure that I am
not the only who thinks this way, and Coca-Cola knows this. They use this view,
which can be considered a commonplace in American society, in their
advertisements. The company’s ad campaigns frequently use tradition to get the
attention of their target audience, which includes Americans of all ages. No
one is too young or too old to sip a Coke. Okay, so this is not entirely true,
but this is what the company wants us to believe. Emphasizing the importance of
tradition, as Coca-Cola does in the two ads I have provided here, is how the
company has reached the astounding levels of success that it is at today.
The first
ad is one from back-in-the-day. It is simple, but uses very bright colors that
allow the audience to enjoy viewing it. On the left side, tall buildings in a
city are featured to symbolize an urban environment, and on the right side
there are mountains signifying a rural environment. This establishes that Coke
products are for everyone, no matter where they happen to live. It places the
brand name in its usual font at the bottom of the ad to top it off.
The second
ad is a new Coca-Cola ad. In the bottom right corner, the ad reads “125 years
at the movies.” The purpose of this ad is to demonstrate just how long
Coca-Cola has been around. In this way the company is establishing their ethos
and logos. Their product must be pretty great if it has been served and has
been one of America’s favorite beverages for at least 125 years. The three Coke
bottles featured in this ad symbolize the progression of the film industry over
the years. Starting on the left, the Coke bottle is in black and white, the one
in the middle is a classic version in color, and on the right the bottle
depicts the 3D technology that we can now view movies in today. I think this ad
is really awesome and effective.
It is interesting that even in southern states, or even in countries around the world, people generally refer to all soda as coca cola. It seems this brand has dominated the soda industry for the past 125 years, and it seems they will continue to do so even in future years with the great ad campaigns that they have.
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