Analysis Of Coca Cola And Coca-Cola

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“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
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