“Things go better with Coke, whether this description is accurate or not, it is clear that media text may be regarded as representations of reality” [3]. Without consciously noticing, we are constantly bombarded with various media artifacts aiming to promote a particular product, behavior, or service on a daily basis. A campaign promoting Diet Coke carrying the theme “you’re on” featuring Taylor Swift was released in 2014 by the Coca-Cola company. The ad, which was made accessible throughout social media websites (e.g. YouTube and Facebook), presented Diet Coke as a mean of building courage for young strivers in particular, akin to an energy drink [4]. In a similar manner, Pepsi unleashed a 60-second video commercial featuring Beyoncé dancing …show more content…
Is it the excess caffeine? Is it that people simply enjoy the taste of it? Or do they enjoy a particular status that they unconsciously identify themselves with when drinking soda? Apparently, both Coca-Cola and Pepsi were banking on the latter speculation in both described advertisements. Despite the fact that the consumption of sugary drinks is found to be a major contributor to the obesity epidemic [1], such products are still being promoted through powerful marketing strategies such as heavy celebrity-assisted advertising. Lewis and Lewis (2015) puts this strategy in words “Through their powerful storytelling and imagery, the media ‘sensationalize risk behaviour’ [3]. In the Diet-Cola ad, we see a number of young people, building courage to commit a certain act, and along comes a can of Diet coke, which would give each one of them the push to do what they have been hesitating to do and bring on their ‘A game’. Then by the end of this ad, we see Taylor swift, a young, thin, beautiful singer with over 50 million followers on social media websites, getting ready to hit the stage only after taking a sip from her Diet Coke. In a similar context, Beyoncé was depicted in one of Pepsi’s promotional ads as this fearless, beautiful woman who, after sipping soda, suddenly encounters multiple versions of her past video clips that have gained abundant fame previously. When analyzing these commercials, one may wonder what the act of drinking soda have to …show more content…
Such narratives are implemented in a way that focuses the viewers’ attention on the enjoyable feeling of drinking soda, a feeling that is linked to being young and good-looking in the case of these ads. Using this method, advertisers rely on a major influential figure, in this case famous loved celebrities, as the face of their product. The major goal is to link the celebrity and its ascribed character to the product in the minds of the viewers; thus, once one sees a Diet coke, the first image that comes up in their mind would be Taylor’s. Such invested efforts are thought to be implemented in order to, eventually, distract the consumers from the long-term damaging effects that result from excess sugar or artificial sweeteners consumption. We are exposed to this multi billion-dollar sugary drink advertising campaigns; yet, there are no ads of equal quality and attraction to promote general health information on the long-term effects of drinking sugar-filled sodas. In fact, we notice that most of the advertisements on promoting healthy behaviours are not utilized with high-quality marketing strategies and are often too boring or too long. The absence of a balance between the number of sugary drink commercials and that of informative ads by public health advocates may lead to a surplus in the consumption of sugary
The presentation will also emphasize how persuasive advertisements can have significant effects on society, including society’s ideological perception of products and their contribution to the nation’s overall health. It was even found to have more Kilojoules than an average Mars Bar! In fact, the study found that most muesli bars usually have more than 1000 Kilojoules. See how misleading advertisements and packaging can be! These clever marketing techniques give extremely sugary foods a healthy perception to make it more enticing to buy – even though it’s still not healthier than confectionary.
In this generation businesses use commercial to persuade different types of audiences to buy their product or to persuade them to help a certain caused. If you analyze commercial you can see how certain things play a major role in the success of a commercial. The ad I decide to analyze as an example is the commercial snickers used during the Super Bowl in 2010;”Betty White”-Snickers. This commercials starts off with guys playing a game of football with an elderly women know as Betty White. As Betty White tries to play football she is tackled to the ground. Her teammates refer to her as Mike when they come up to her to ask why she has been “playing like Betty White all day”. This helps inform the audience that Betty White is not actually playing but instead represent another teammate. As the guys keep arguing Mikes girlfriend calls her over and tells her to eat a snicker. Betty White takes the first bite and then suddenly a man appears in her place ready to finish the game. At the end of the commercial the statement "You're not you when you're hungry" is shown followed by the Snickers bar logo. What this commercial is trying to show is that hunger changes a person, and satisfying this hunger can change you back to your normal self. They use different types
Advertisement is a notable part of our society, it's not only in the uppermost urban neighborhoods but it’s everywhere we turn and look. It is what defines our generation as civilization and no matter what we do we cannot hide from it. In Naomi Klein No Logo she explains “Ads had to inform consumers about the existence of some new invention, then convince them that their lives would be better if they used, for example, cars instead of wagons, telephones instead of mail and electric light instead of oil lamps”(5). And that’s what Gatorade has accomplished by releasing commercials associating with some type of sport. It almost seems like that the corporation of Gatorade is controlling and deciding what we should drink and when we should drink it. If one sees a Gatorade commercial, it’s mostly dealing with a sport or an activity. It portrays to the audience that the men with fancy suits and big bonus checks are correct for their sim...
The world is filled with millions of advertisement ads. They come in magazines, newspapers, commercials, and many other forms of marketing communication. Among these advertisements, Gatorade, a sports drink, has pitched an intensive campaign through our history. Gatorade surrounds their product by famous athletes, competition, and extreme physical activities.While these ads are effective, the most successful Gatorade ads use celebrity athletes to endorse their drink. This advertisement is to make the audience feel that Gatorade is a necessary component to staying fit while hydrated and projects this message through the effective model, color, and typography.
Americans are constantly facing obstacles to healthy eating. Obesity is something that is growing rapidly in the United States. Some Americans argue that fast-food restaurants play a major role in obesity. In “Preventing Obesity” Barbara Mantel states, “Four of the companies — Cadbury, Coca-Cola, Hershey and Mars — pledge not to advertise any food and beverage products on programming for children younger than 12, and the remaining firms pledge that 100 percent of their children's advertising would be for self-designated ‘better-for-you’ products ” (805-806). Whenever children see a junk-food or candy commercial they are instantly attracted to it, it might be because of how colorful they are or the usual toy they receive when they buy kids
Catchy jingles are what persuades consumers to buy more and more products that they hear about every day. This concept has been around for years and the Coca-Cola Company is no stranger to it. Back in July of 1971, Coca-Cola released the commercial, “I’d like to Buy the World a Coke” that sent their customers into chaos with over 100,000 letters being sent to the company asking for more. This leaves many people asking: how did this one commercial have such an impact on the audience? And what did Coca-Cola use that drew so many people in? Here we will discover the method behind what is “I’d like to buy the World a Coke.”
CASE 1-3: Coke and Pepsi Learn To Compete in India The political environment in India proved critical in that their government was unfavorable to foreign investors. They prohibited the import of soft drinks since they felt it could be gotten anywhere. They also prohibited the foreign brand name and wanted the name Lehar Pepsi and Coca-Cola India, an indigenous name. These effects couldn’t have be anticipated prior to entering the market because the trade policies, rules and regulations of India were difficult and unpredictable.
This advertisement makes Diet Coke popular because it focuses on why the consumers drink the product; it 's refreshing and does not cause weight gain. This is proved in the advertisement because the women portrayed are happy and having a good time while sharing a Diet Coke, which leads the consumers to believe that they should buy a Diet Coke as well. This association increases sales and helps improve the overall market
A small smile, a booming laugh, and a little play on words helped Pepsi’s ad “Scary Halloween” reach viral status on social media in 2013. Ads can be a triumph or a failure depending on how well the rhetorical appeals of logos, ethos, and pathos are used to convey an ad’s message. This ad’s largest draw was its use of pathos, making the viewers laugh and smile alongside Pepsi over their sly jokes.. “Scary Halloween” also engaged the audience by causing the viewers to cringe at the thought of their chosen soft drink being replaced. Pepsi also has massive amounts of credibility in the soda industry since it has been on the market for over 100 years, giving it ample room to poke at its competitors. Pepsi’s Halloween ad was successful because of
Brand Image / Loyalty: Coke and Pepsi have a long history of heavy advertising and this has earned them huge amount of...
PepsiCo discloses their stakeholder engagement as a contribution towards sustainability. As part of the company social responsibility and sustainability strategic planning, the company has put in place strict policies to guarantee a long-lasting relationship with all its stakeholders. According to the company website, ‘PepsiCo has established a strong relationship with NGOs and routinely engage them to leverage their areas of expertise or interest to help shape their CSR processes and tracking methods. These relationships have helped to better identify sustainability priorities that supports both the business model and the expectations of the stakeholders’ (PepsiCo 2013). PepsiCo invests mainly in activities linked to their chain of management, they totally applied Kramer and Porter’s ideas. Porter explains that businesses are socially responsible today because they realized that socially responsible activities build and develop credibility, integrity, and give competitive advantage.
In addition, discussed Coke’s strengths, weaknesses, opportunities, threats, and potential ethical issues. While there are a number of challenges that Coca-Cola could face with using social media, they have actually used social media to their advantage. They also understand the ethical responsibility one must have if a company uses social media to advertise its products. Coca- Cola’s social media presence and engagement with the consumer grows daily. As long as Coca-Cola is committed to evolving with the consumer’s ever changing attitudes towards beverage’s it will insure that it will probably remain a top-tier beverage provider for years to
There are a variety of beverages available to us today with a wide range of differences, some are flavored, carbonated, low calorie, energy boosters, and just plain water. When it comes down to carbonated drinks there are two major rivalry soda companies dominating the market. Coca Cola and Pepsi are two well know cola distributors with very credible history, but the question still remains one is America’s favorite? With the ongoing competition between Coca-Cola and Pepsi, each company is incorporating new strategies for marketing and advertising there brands. When comparing an advertisement from each of the companies, we will review how they appeal to consumers.
and disappointment and also a way to connect.” Despite the over excessive use of food in ads, overeating is not the only. eating disorder influenced by the media. In most ads, especially for cigarettes. and beer, thin, beautiful women are used to promote the idea of “having a good time”, which helps endorse the product.
"Coke" is the second most recognized word throughout the whole world right after the word “Ok”. Take a moment and realize what this means. Almost everyone in the whole world knows what a Coke is and relate it to the Coca-Cola Company. The Coca-cola Company was founded in 1886. This is the same year the Coca-Cola soda was invented. I've seen people drinking this soda all my life and throughout my own life I have taken up this action as well. Coca-Cola has become very popular over the decades and has even stayed very well known the whole time. Why is that? Maybe it is because of their advertisements. This Coca-Cola advertisement expresses happiness with a Coke to persuade and even manipulate its audience with natural and pure imagery, includes