Coca Cola Advertising Essay

1.0 Introduction

1.1 Background

Advertising is generally defined as the act of persuading people to one’s services or product. The Coca-Cola Company, founded in 1886 is one of the longest surviving brands in the world. Part of this reason is due to their ability in promoting their products through strong advertising and marketing. With the first few sales averaging a modest nine servings per day in Atlanta, the Coca-Cola beverages are estimated to be consumed at 1.9 billion globally today.

1.2 Literature Review

The researcher had a lot of references in order to further develop the research. A book entitled Write To Sell, The Ultimate Guide To Great Copywriting (Andy Maslen, 2007) provided new ways to gain readers’ attention, react and trust and tips on turning selling skills into sales writing skills. The book provided a few theories for the graphology used in typewriting.

One of the books the researcher also referred to was The Language of Advertising (Torben Vestergaard and Kim Schorder)

Besides that, the research was also done by referring to the book Advertisement Writing (Frank Jefkins, 1976)

1.3 Research Objective

This research studies the elements used in the Coca-Cola advertisements over the years and how it has managed to influence the society to consume the beverages that they produced. The researcher has chosen to study the Coca-Cola Company specifically as it is one of the most successful companies surviving for over more than a century.

1.4 Research Questions

The researcher has narrowed done the research to 2 main questions ;

Research Question 1: What is the lexis used for advertising by the Coca-Cola

Company ?

Research Question 2: How has the graphology of the Coca-Cola adve...

... middle of paper ...

...ars from extinction.

3.2.3 In the 2000s

In 2006, the first advertisement of ‘The Coke Side of Life’ was launched. This recent campaign gave positive vibes and managed to capture the very essence of life.

Figure 17

They then celebrated their 125th years of anniversary by producing a birthday logo illustrating bubbles bursting from the famous Contour Bottle – a celebration of our past, present and future.

Figure 18

The most recent Coca-Cola advertisements, as seen on Figure 18, had headlines including “Live on the Coke Side of Life” and “Open Happiness” , centering the famous Coca-Cola bottle itself.

4.0 Conclusion

It is ineluctable that the Coca-Cola Company has managed to bring huge impacts to the advertisement industry today. They have proven that the choice of words for advertising which is mainly persuasive words played an important role

5.0 Evaluation