Of course, the Super Bowl can be considered the most watched television recording in American history. As a result of withholding the attention of such a vast audience, many commercials are showcased during the Super Bowl games, creating a commodity in which those commercials are watched more than the Super Bowl games themselves. A mass amount of viewers can unquestionably be beneficial to advertisers seeking to sell their products and services. However, benefits are not the only things these ads invoke, detriment can occur as well, as seen throughout history, among a variety of television commercials. The Coca Cola commercial, displayed during Super Bowl XLVII, is one of the most recent commercials that has been scrutinized. The Coca Cola Company debuted an aspiring, 60 second ad to Americans and the Coca Cola moments shared among those individuals, but the salute received a lot of backlash from individuals on social media. Many people argue that the commercial does not represent America because of its lack of cultural assimilation in
According to the articles discussed in class, there are tactics that go into constructing good advertisements. In “Making the Pitch in Print Advertising,” authors Bovee, Thil, Dovel and Wood state that ads share a common set of features: headlines, body copy, and slogans, each of which have their own importance when it comes to attracting the audience's attention (555). Expanding on the ideas presented in the aforementioned article, Jib Fowles, author of “Advertising's Fifteen Basic Appeals,” asserts that American advertisements use fifteen appeals as a helpful tool. Fowles emphasizes “the immediate goal of an advertising [is]: to tug at all psychological shirtsleeves and slow us down long enough f...
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...t to be able to feel through all these screens and through all the hype there's a human element and in the end we are all human” (Anderson, par 13). Our country is a mixture of a variety of individuals and Coca Cola beautifully demonstrated that with this commercial.
The Coca Cola commercial received its fair share of praise, from those who enjoyed the presence of diversity on their screens and understood the message Coke meant to convey. It also was scrutinized by those who believe this is America therefore every individual should speak English. In a sense, the commercial gained bouts of attention, both negative and positive. The overall coverage of the commercial could be considered good for the Coca Cola Company. After all, it is attention. And the fact that numerous individuals took it upon themselves to wage in a social media battle means Coca Cola is winning.
Budweiser's heartwarming 2014 Super Bowl commercial (in which a puppy befriends a horse) has been ranked the most popular ad ever to air in the 50-year history of the NFL's premier event, according to a study from TiVo.
What captures the attention of people when they view an advertisement, commercial or poster? Is it the colors, a captivating phrase or the people pictured? While these are some of the elements often employed in advertising, we can look deeper and analyze the types of appeals that are utilized to draw attention to certain advertisements. The persuasive methods used can be classified into three modes. These modes are pathos, logos, and ethos. Pathos makes an appeal to emotions, logos appeals to logic or reason and ethos makes an appeal of character or credibility. Each appeal can give support to the message that is being promoted.
During the 2016 Super Bowl, companies paid approximately $5 million for a 30-second commercial, according to CBS (Ourand, 2015). With this type of investment, it is important for companies to strategically consider how to relay messages to consumers in a meaningful way. However, even a hefty investment will result in a very low increase of sales (Clow & Baack, 2016). Visual advertising results in better message delivery than other forms of advertising for larger companies with a creative mix of strategy, source, appeal, and execution shown in Table 1. The results of a creative mix promote customer loyalty, acquisition, and increased product exposure. Successful messaging assists in potential
The Super Bowl is a game that has been and will continue to be watched and celebrated by almost every American. Friends and families gather to enjoy typical tailgating snacks, while watching the national football leagues. However, the game is not the only aspect of the Super Bowl that grabs society’s attention. Super Bowl commercials draw viewers in by using tactics that are never seen in an average commercial. As time increases and technology further develops, do Super Bowl commercials such as Kia’s “Hero’s Journey” use different tactics to try to grab America’s attention or do they waste their time and money as Bruce Horovitz believes?
The commercial that I chose as my favorite commercial from the night was the Colgate Save Water commercial. The creators of the advertisement used all three of the modes of persuasion: logos, ethos, and pathos to appeal to the target audience. Knowing that over 100 million people would be tuning in to view the Super Bowl game as well as the commercials, the creators knew what appealing approach to take regarding the audience.
... There is no true definition or language of an American. Coca Cola’s commercial clearly embraces the diversity that is embedded in American history, thus portraying the melting pot through the use of different languages. One of the reasons America is so beautiful is because we accept and embrace other nationalities. Conversely, the negative impact of the commercial depicts how America still has not moved past prejudice thinking’s, discrimination, and segregation.
Some of the Superbowl 50 commercials weren't as good as others. There was a few good ones that I liked but the one I liked the most was the Avocados from Mexico one. This commercial was filled with alien like creatures that were in a room called "The Bounty of Earth" which probably mean't they were in a room with things that are on Earth. This commercial was probably made to show off the avocados grown in Mexico. Saying "They are always in season, so that you can enjoy them all year round". This commercial was only 40 seconds long and it was pretty good but probably took a lot of money and time to set it up. The commercial was a good one.
The commercial has a very sweet and comedic storyline which can help set it apart from the many of other ones that are played during the Superbowl. Having a commercial that stands out can separate you organization from the many of others that are advertised during that time. Although the child being dressed and Darth Vader has really nothing to do with the intention of the commercial it does attract the intention of adult because after all who doesn’t love a cute child doing silly things. Logos being used for only eight seconds can actually be more effective than it being longer because everyday life being so busy and hectic that’s all our attention span will let us focus. Most people won’t want to buy a car immediately after the commercial. But, if you are able to draw their attention long enough for them to want to research the car more than it has done its job. The logos aspect in this commercial is very affective because it draws people into it and leads them to want to know more about the
Promptly after this commercial aired, many Americans took to social media to voice their opinions about the message Coke had sent to the more than 110 million people tuning in to watch the big game (Stampler). Many of these people took a very conservative approach to the commercial, claiming that Americans need to speak English and even singing “America the Beautiful” in other languages was un-American (Younge). According to the United States Census Bureau, 20.5% of Americans speak a language other than English in the home (Measuring America). To reiterate, approximately one out of every five people in the US speak another language, which is a huge market for Coca-Cola. This commercial was used to appeal to the true American audience. This audience knows what it means to be an immigrant, a minority, and a non-native.
Pathos, being the strategy most strongly used in this commercial, connects with the feelings of the audience. By featuring the commercial atop a green hill with a diverse group of people, Coca-Cola is showing that people of different cultures can come together in harmony, which aforementioned, was what people were looking for at this period in history. Not only the thought of harmony among groups of people, but the song that they sing together melodiously. When the commercial begins we see a young blonde woman begin the song, then she is joined by the rest of the crowd in singing, “I’d like to buy the world a home and furnish it with love…” along with other verses describing animals and pleasantries that would accompany them in furnishing this home. When we think of home, we think of a place where we can be loved and cared for, a place that is peaceful and pleasant (or this is what most people hope for), which is exactly what Coke describes to us as we watch enchanted by the beautiful voices of the people. Coca-Cola connects with us by evoking emotions of belongingness, love, peace and harmony amongst our fellow friends and people. This form of pathos is what really hooks the
Advertisements are one of many things that Americans cannot get away from. Every American sees an average of 3,000 advertisements a day; whether it’s on the television, radio, while surfing the internet, or while driving around town. Advertisements try to get consumers to buy their products by getting their attention. Most advertisements don’t have anything to do with the product itself. Every company has a different way of getting the public’s attention, but every advertisement has the same goal - to sell the product. Every advertisement tries to appeal to the audience by using ethos, pathos, and logos, while also focusing on who their audience is and the purpose of the ad. An example of this is a Charmin commercial where there is a bear who gets excited when he gets to use the toilet paper because it is so soft.
The speaker of this ad is the Coke Company. Occasion is the 1950’s. The audience is everyone in the 1950’s especially women in children. The purpose of the ad is to inform people about Coke and to persuade them to buy it. Coca Cola, created by John S. Pemberton in 1886, is the subject. A persuasive tone is used to entice the audience.
Coca-Cola’s decision to re-air its 2014 Super Bowl Commercial again before Super Bowl 51, was largely interpreted to be a response to President Trump’s immigration ban that was signed just a week before. This one-minute commercial to the tune of the popular American patriotic song, “America the Beautiful”, captures what is beautiful about America—its diversity. People from all walks of life are seen engaging in popular American activities, in areas across the country, as the song transitions from being sung in a variety of languages. In further including the portrayal of a two-fathered family, the brand has expanded to represent the LGBTG community in a silent protest for and with the diverse U.S. population. The product itself is incorporated
The unsigned article written for the Lebanon Daily News, “Coca-Cola’s Multilingual ‘America’ Ad Didn’t Hit Any Wrong Notes” brings to light the outrage sparked from a Coca-Cola advertisement displayed during the Superbowl. The author discusses the contents of the advertisement, followed shortly by the ludicrous flood of responses on social media, claiming those living in America should speak only English. The author concludes that despite what backlash the commercial may have received online, that it was successful in achieving their goals for the ad to reach a wide audience, and maintain their attention.
The experiential campaign also changed attitudes: over the campaign, teens claimed it gave them a ‘very positive’ impression of Coke. Scores on ‘always doing new things’, ‘is a brand I love’ and ‘for someone like me’ all improved with the young adult audience.