When the U.S prepares for the Super Bowl, Americans become excited for two things, football and commercials. This February, the NFL had its 48th annual Super Bowl in conjunction with the highly anticipated commercials. There was one commercial released by a world famous soda producer, Coca Cola, which has created much controversy. Coca Cola took a unique take on the classic “America the Beautiful” song that has caused quite an uproar regarding prejudice, discrimination, and ethnicity in America. The ad opens with “America the Beautiful” being sung in English while every few seconds after that the song changes to a different language. It depicts children, teenagers, and adults of all cultures enjoying the adventures and combined principles of America, while essentially being brought together by Coca Cola. “The song was sung in English, Tagalog, Spanish, Hebrew, Hindi, Keres and Senegalese-French. The commercial also featured a gay family” (Hillburn). Since this ad was released, Coca Cola has received extensive feedback (negative and positive) through social websites. The negative feedback provides proof that prejudice and discrimination are still a valid concern within America’s borders and beyond. There is an article released by “Voice of America” that goes in depth with the reactions of Americans towards this commercial. As Henslin defines it, prejudice is “an attitude or prejudging, usually in a negative way” (p. 337). The article, which covered the controversy of the ad, stated that many viewers expressed their feelings by saying, “English, please” (Hillburn). Most American’s are aware that the U.S does not have a National language, regardless of the fact that many Americans speak English. For these Americans to negatively... ... middle of paper ... ... 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. Works Cited Coca Cola. (2014). America Is Beautiful [Television commercial]. Retrieved from http://www.youtube.com/watch?v=443Vy3I0gJs Henslin, J.M. (2012) Sociology: A Down-to-Earth Approach. (10th ed.). Boston: Allyn and Bacon. Hillburn, M. (2014). Multilingual Coke Commercial Sparks Debate. VOA. Retrieved February 7, 2014, from http://www.voanews.com/content/coke-commercial-sparks-debate/1843696.html
PepsiCo with almost a 3-minute commercial using Kendall Jenner as the silent communication source, using visual language with all ethnic and race being included using career choices such as a cellist, a photographer and dancer; a song written and sung by Skip Marley “Lions”; not to mention the men in blue was expected to be a hit advertisement by showing it was time to bring the world together as one. To be able to bring peace and understanding to every individual or let it be shown that all people count, not just one ethnic group or race. This advertisement was used to try to defuse the conflict of street protest and the violence that often comes with it, particularly the black lives matter movement. Showing the men in blue there to protect and serve; yet will do whatever it takes to control the ongoing issue at hand. The way Jenner being shown ditching a high fashion photo shoot ripping off her blonde wig, to join a protest and prance around with every nationality with a Pepsi in hand smiling as saying this is what will make the world a better place. The words in the music “we
Gatorade has been sponsoring the NFL for many years, starting in 1968. Its involvement with the sport has made the drink known to many today “The official drink of the NFL” (Gatorade). According to Naomi Klein “…the wave of mergers in the corporate world over the last few years is a deceptive phenomenon: it only looks as if the giants, by joining forces, are getting bigger and bigger”(4). And that is exactly what the corporation of Gatorade was trying to carry out. By joining its name with the NFL, which at that time was becoming a famous sport to watch, Gatorade has become the number one sport drink for athletes. In the “Peyton Manning-Gatorade Commercial”, the corporation of Gatorade is not only selling their product, but is also portraying to the audience its engagement with the NFL and its players.
Along with capital letters flowing throughout the passage, we notice some strong choices in diction. When adding “GOD BLESS AMERICA.” the viewers have something they can fully relate to in the ad. They connect with the ad now because they are able to understand that it is not a foreign country problem. This is a right here in our country, our cities, and our neighborhoods problem.
Coca- Cola has always been popular with America and in the 1950s; it became the main soda to drink during the 1950s and also the golden age for the product. One glass of Coca- Cola was only five cents. The soda was a symbol of social status. If you wanted to be refreshed and satisfied, then you have to drink Coca- Cola. Celebrities, actors, athletes, workers, kids and even Santa Claus had to have Coca- Cola in their hand. With the boom of television in households, Coca-Cola became more popular because of the advertisements contain relaxing and being comfortable with the soda in their hand. It became so appealing that Time’s Magazine stated that, “It is simpler, sharper evidence than the Marshall Plan, or a voice ...
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?
There are tons of Superbowl commercials, most of them are great, but you forget about them. Then, there are the memorable ones, the ones you can't forget because they were so funny, so heartwarming, or so persuasive. The most persuasive commercial I found was the Verizon Superbowl commercial, Answering the Call. The mode of this amazing commercial was Pathos, an emotional appeal. The phone calls were really emotional and it was remarkable to hear all of these first-responders, and hear what they did to help all these people. Verizon really knew what to say to make us want to cry. Hearing all those people talk about the house-fires, or floods, or other tragic events, and hearing about them saving all those people is so heartwarming.
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.
ProEnglish. "Fight Back against Coca-Cola's Aultilingual Agenda!" ProEnglish. Ed. ProEnglish. ProEnglish, 3 Feb. 2014. Web. 16 Mar. 2014.
In “Coca-Cola and Coco Frios”, a poem written by Martin Espanada, the author immediately introduces the theme of always being in touch with one’s culture, despite the circumstances of Puerto Rico adapting to the U.S.’s culture. Throughout the poem, the speaker exclaims how he’s tired of the having to taste of Coca-Cola while in his parents’ home country. It teaches how one should appreciate where they came from, knowing that there are situations where one cannot the full experience.
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 Daily Show with Jon Stewart” aired a segment on the controversy behind the Coca-Cola half time commercial during the Super Bowl. The commercial featured “America the Beautiful” sung in different languages by people from different nationalities. Americans on their social media websites, such as Twitter, went into an uproar. Many Americans tweeted things similar to, “What an f***ing terrible commercial. The majority of it was not even in English and was sung by a bunch of foreigners. Just more multicultural, politically correct, liberal s**t” (CBS Atlanta). On the “Daily Show with Jon Stewart”, Stewart highlights the controversy of this commercial on Twitter. Stewart jokes about how ironic the backlash this comm...
Every year, millions of viewers from around the world tune in to watch one of the most exhilarating events in sports unfold--the Super Bowl. The one-game, winner-take-all contest for supremacy in the National Football League has grown into more than just a football game opposing the best teams of the NFL. It has become the premier event for new television advertising. With half of the ten, all-time most watched television events having been Super Bowls; networks are able to sell precious seconds of airtime to large companies for millions of dollars. As we move into the 21st century, publicity for the game’s commercials has come to rival that of the game itself.
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
...e the viewer is an average American, the ad forces the reader into a group- such as you are a mom, or one of those that love the taste- which gives reason for the viewer to by the product.
Most of the time, when an advertisement is made to be racist on purpose, it is done so for the sake of humor. However, to the people that are affected by racial discrimination, it remains incredibly hard to view these advertisements in a humorous way. A source from Desginmatic.com says, “The idea that racism in advertising can be of good may be laughable. However, there’s a major difference between the multicultural marketing practices of the 1920s and today’s racial stereotyping in advertising” (desginmantic.com). This is basically saying that although today’s advertisers believe that we still live in a culture in which advertisements like these are actually acceptable and humorous, they need to realize that we do not and that these advertisements are not only unamusing, but they are extremely insulting as well. The effects of racism are often one