In the 60s Coca Cola advertisement, the focus of the image is Marilyn Monroe. The lighting is more focused on her so she can stand out, seeing as how she’s the celebrity endorsing the product, and also the focal point for the window, and sex appeal in the image. Monroe has a glass of Coca cola in her hand and right next to that glass on the table is a red Coke brand cooler of some sort, which is also in the spotlight along with Monroe so that you don’t see anything but those two objects. There is almost nothing in the background, it is one solid dark color so that those two objects can stand out more. Also in yellow text in the upper right hand corner says ,“some like it hot”, further driving home those sexual undertones to further appeal to men. In the modern advertisement there are several bottles of coke in a straight line, each bottle getting bigger the more right you go, and a also large text above the bottles that says “Share a Coke with...”. There are many words associated with family written on the bottles, not only like Friends, family, mama and ...
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...ect in this photo is the product. Also the text is very straightforward with the message. They want you to share this product with your family.
There have been many changes in the mass views of our society from the 60s to now. Observing this change through advertisements is a very effective way of observing these societal changes. Back in the time the Monroe advertisement was made, sex appeal towards men was an extremely effective way to advertise any product, even if said product has nothing to do with sex or the body. Now a days using sex appeal towards men to sell a product that doesn’t even fit into a sexual theme would be seen as gratuitous, belittling the intelligence of men, or overly sexualizing women. It has become more effective recently to rely on emotion, using subjects like family so that a bigger number of consumers can relate and identify with the ad.
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