Ultimately, the goal of advertisement is to target potential buyers and persuade them to purchase their product or services. Some audiences on the other hand, can look past the sales pitch to find a hidden message.
When Coca-Cola comes to mind, naturally one would vision a hot summer day or pairing it up with a few slices of pizza, but this Coca-Cola ad "Brotherly Love" reaches deep to connect the audience with the importance of protecting your family and being loyal to one another.
The sound of soft strings of the guitar and a song sang by Avicii, called "Hey Brother" enhances this ad of the journey of a young boy and his older brother.
The setting begins in the family living room where a young boy is sitting on the couch playing video
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Then it changes the scenery to the two boys each wearing a back pack, walking home from school down the street alongside a white picket fence with several houses and trees off in the distance. It is raining, and the older brother is holding an umbrella over them, but quickly walks ahead and rounds the corner leaving the young boy in the rain. To avoid getting wet, he covers his head with his bookbag. To switch gears, the creator of this ad takes the audience back into their home. Initially, the focus is under a table where there are 2 sets of legs, both wearing red Converse shoes with white laces and one boy steps on the other's foot. It quickly flips the camera view to the boys at a table and the young boy "elbows" the older boy and the older boy makes a face as he is scolded by his parents. It is apparent that they are having a family dinner. The shoulders of two additional people are visible. One person is wearing a navy-blue shirt, the other is wearing a mauve colored shirt. There are four partially full Coca-Cola glasses and a bottle of Coca-Cola Zero on the table. The final setting is the younger boy sitting on a park bench on a hot sunny day, with headphones around his neck, a bottle of coke to his right, and his bookbag on his left with people playing basketball in the far distance behind
The commercial opens with a dry voice trying to sound like a sportscaster while introducing the commercial as a Band of Brands conglomerate, while panning over the Grand Canyon with a Newcastle Brown Ale label suspended in the middle. The commercial pokes fun at itself by talking about how this commercial is the best thing the marketing team can come up with, and that the advertisement
Second ad is that a man calls his wife and tells her that he promoted in his job na dnow he is a manager and also invite her to a dinner at a very expensive and famous restaurant. Then we see him and his wife in the restaurant at night. She gives her husband a De Beers watch to congratulate his promotion and everybody turns to them to see the watch.
With the insertion of this line, it makes the viewer’s curious as to what exactly is in this new “big thing” and the options available in the television which makes it desirable. The music in the background of the video provides the viewers a comfortable experience while watching. Although, as more of the Samsung UHD TV in the advertisement is revealed, the rhythm of the music increases in order for the viewers to anticipate as to what the advertisement is leading to. The advertisement for
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
The commercial emphasizes an altruistic parent-child relationship throughout. It shows all of the incredible ways a father sees his daughter grow through her first years of life and the impact she has on him. Using this relationship coupled with the nostalgia-inducing music played throughout the commercial provides the audience with a feeling of saudade that shapes the advertisement.
The commercial takes place in front of a blank white background with simple piano and xylophone music throughout its entire duration. In the foreground are two characters, a man sits at a simple metal desk while the other stands off to the side. On the desk there are three stacks of money, one large pile that is meant to portray advertising, the medium pile the man draws from and a small pile which represents the amount of money Microsoft spends on fixing it’s operating system. The man in the desk wears a white dress shirt with his sleeves rolled up and a dark blue vest over it, black slacks, dress shoes, a green money-counting visor and a red “power tie.” He is middle-aged and overweight wearing glasses. The other character looks to be in his mid-twenties. This character wears a tight blue long sleeve shirt, tight jeans and sneakers. He has relatively long hair and is stands relaxed. The older man sits on the ...
Analysis of an Advertising Campaign We are swarmed by advertising. Companies constantly battle to compete for the sale of their product. Adverts appear in every form of media including radio; television; Internet; billboards; newspaper; flyers and magazines. The advertiser wants us to buy their product above their competitors. The basic aim of advertising is to convince the target audience that their product is the best in the field and superior to the other products of similarity.
Coca-Cola ran its advertisement “America the beautiful” to promote cultural diversity and inclusion. The commercial was targeted towards all families living in America. As such, Coca-Cola wanted to spread the message about the diversity in America which constituted many cultures, races, lifestyles, and origins of Americans. In the commercial, “America the Beautiful” was sung in Spanish, English, Arabic, and other languages and used American families, beaches, canyons, restaurants, etc. as cultural symbols. The main goal was to promote optimism, inclusion and celebrates humanity, which is considered as Coca-Cola's core values. Moreover, the commercial was aired during major national holidays of patriotism in America, such as July 4th and Memorial Day, and in national and international sport and entertainment.
...Cola commercial, is a war scene this appeals to an audience of all age groups. Both advertisements uses pathos as the strongest, and ethos and logos as the weakest use of rhetorical appeal. Even though the products may be very different, they both have and are competing to be number one in the global.
Guinness’ ad starts right off in the middle of the action. It first shows a basketball soaring through the air in slow motion towards a basketball hoop. The camera then turns toward the faces of young, active men in wheelchairs, anxiously watching to see if the ball will go in. The ball proceeds to bounce off of the backboard and falls into the hands of one the men. In the next few moments, as the men are racing up and down the basketball court in their wheelchairs, we observe the competitiveness and sportsmanship of the two teams. One could see the sweat rolling down their faces and struggle of getting up after being knocked over. One could also hear the crashing of the wheelchairs, squeaking of the wheels, and yelling of the players. These few moments are full of action and display the dedication that the players have for the game. Once the game has ended, all of the men but one unbuckle themselves and walk out of their wheelchairs. They all he...
Since its creation, the Coca-Cola Company has made a difference in refreshing the world’s mind, body, and spirit through the essence of its product. Coca-Cola has aimed to inspire the moments of optimism and happiness through its brand and actions to create value and a difference throughout the world. It has declared its overall mission and goal to understand the trends and forces that shape its business and to look forward into the future. Coca-Cola has created a new commercial advertisement that captures the unique relationship between brothers which creates a universal story of love and conflict. However for advertisers, it is key to understand the product or service and how its attention of potential is influencing current consumers.
It is imperative to understand what does advertising do, before undertaking any research in the field of advertising. Advertising is a form of communication. It attempts to send a message to the target audience in order to elicit a desired
Advertising is an information source to inform people about the products and prices of the company, which can help them to make informed choices. More recently, a huge amount of money has been spent on advertising throughout the world. Different types of advertisement such as television, radio, magazine, newspaper, the internet, billboards and posters can influence consumer’s behavior positively or negatively as there are different arguments and opinions. This essay will focus on the purpose of the advertisement for the company, the positive and negative effects of the advertisement on consumer behavior. According to Shimp (2007), there are five important factors which determine the purpose of an advertisement in terms of marketers’ communication with consumers.
The main purpose of advertising is to deliver the proper message to customers and prospective customers. The purpose of advertising is to convince customers that a company's services or products are the best, to enhance the image of the company, point out and create a need for their products or services, demonstrate new uses for the established ones, announce new products and programs, reinforce the individual messages of the sales people, draw customers to the business, and to hold existing customers.