The Evolution Of Advertising And The Evolution Of Coca-Cola

The evolution of Advertisement and how brands have been forced to adapt; Coca cola

Over the the last century, Advertisement has had extremely quick advancements and a huge impact on our society. I will be discussing why brands and other companies advertise and what they are actually doing by producing adverts. Along with this i will be looking into the evolution of advertisements, The history behind them, changes of medium and how they have adapted to keep up with the demands of modern society. I will be looking into Coca-Cola as a case study to see if they fit the model of advertising over the years and whether it has been successful for them.

In one way or another, adverts have been around since human condition. Advertisings key function

Before this time advertising was a relatively simple system of statements and announcements made on the edge of the national economy (Dyer, 1982). In the early 1900’s advertisements main and most important format was print, be that in the most commonplace of news papers or as posters. By 1900 the cost of newspapers being produced was on an increase, because of this many of the owners or founders of the newspapers looked at advertising as an individual source of income and support. A pioneer in this was Alfred Harmsworth, later Lord Northcliffe. Extremely early on in the century he decided that Advertising in its self is news, and thus the front page for the Daily Mail was dedicated to display advertisements (Dyer, 1982). We have seen Print based advertisement evolve over the last century. It took until the 1940’s to see some of agencies begin to disregard the visually Crowded, busy, Heavily copy based advertisements of the 19th century, although from 1910 onwards we did see the seeds being planted for the modern print ads to grow. During this time some very iconic ads such as the, ‘I Want You” advert for the US Army. Throughout this time period we began to see more importance put upon the image, although it was still the copy which took up the majority of the space. Come the 1940’s Print

Following the typical medium of advertisements, after selling his first Coca-Cola John Pemberton published his first copy based news paper advert. Like any good advertisement he wasn 't just selling the product he was selling promises and a life style that came with Coca-Cola to persuade the viewers to buy the product. He claimed the drink to be an ‘intellectual’ drink and ‘brain tonic’ and even that it could cure headaches amongst other things such as hysteria. Again following the trends the early 1900’s saw coca cola use young females to promote its product, in a more decorative, illustrative style, using less text as the years went by. Coca-Cola is credited for the image of Father Christmas in pop culture, he is depicted as a fat, jolly man in red and