coca cola advertisement analysis essay

“Open that Coca-Cola”. Advertisement Analysis Essay (Critical Writing)

I found the “Open that Coca-Cola” advertisement on the company’s YouTube page. The video is marketing the Coca-Cola soda since all the participants are taking the product. It presents a scenario where individuals engaging in different activities like watching soccer, shopping in a store, and having dinner with family members become energized immediately after sipping the beverage (Coca-Cola, 2021). For example, a young man at a supermarket grabs a bottle from the refrigerator, drinks the soda, and starts dancing energetically.

His two other friends also purchase the same drink, and they walk away from the store to the street excitedly. In another incident, two young ladies are playing a video game in a room. After several seconds, they seem refreshed and extremely energized as they leave the game and start bopping to the music.

This advertisement targets athletes, students, singers, and other youths between the age of fourteen and twenty-five years. I know this because almost every character involved in this video belongs to that age group. Additionally, the ad includes activities that millennials are more likely to participate in their lives. For example, the three young men are dancing on the street while another lady and a gentleman are watching a skincare routine on a laptop with face masks on and in robes (Coca-Cola, 2021). Using activities members of the target audience appeals to them and makes it easier for Coca-Cola Company to influence their purchasing behavior. The happiness explosion makes the viewers believe that they will become cheerful by taking the beverage.

This advertisement’s principal claim is that Coca-Cola soda triggers pleasure and energy instantly. It also suggests that sipping the beverage brings people more happiness. All the young men and women on the video burst in joy and start dancing immediately after sipping from the bottle (Coca-Cola, 2021).

This claim is not credible because, realistically, the beverage can only begin to functioning after minutes or hours. Another reason why the claim might not be sincere is because a simple beverage cannot be the primary source of excitement in people’s lives. Coca-Cola Company can make the ad’s claim more credible by making the ad more authentic and realistic. For example, the character should feel happier and more energetic in the activities they are engaging instead of dancing because they have taken the drink. The company can make the claim less credible by using dull colors and less humor. It would be difficult to convince people that they will be happy if the ad used a dull background and designs.

The Coca-Cola advert uses various rhetoric techniques to sell the product to the target audience. Firstly, the creator uses ethos by including familiar models like family or friends’ meetings. This technique revives the concept of life values and makes the audience interested to purchase the product. It captures the attention of those who love to watch sports or play video games with their friends and have dinner together with their parents or siblings.

The commercial also implements pathos by convincing the consumers that taking the beverage will give them happiness and pleasure. The characters are smiling and dancing regardless of their setting or activities. The video reveals the loss aversion cognitive bias. It does not show the three men at the beginning of the video paying for the product. They leave the store attendant surprised as they walk out of the store dancing and drinking the soda. This scenario demonstrates that consumers can engage with the merchandise without monetary loss.

Coca-Cola. (2021). Open That Coca-Cola . Web.

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IvyPanda. (2022, October 18). “Open that Coca-Cola”. Advertisement Analysis. https://ivypanda.com/essays/open-that-coca-cola-advertisement-analysis/

"“Open that Coca-Cola”. Advertisement Analysis." IvyPanda , 18 Oct. 2022, ivypanda.com/essays/open-that-coca-cola-advertisement-analysis/.

IvyPanda . (2022) '“Open that Coca-Cola”. Advertisement Analysis'. 18 October.

IvyPanda . 2022. "“Open that Coca-Cola”. Advertisement Analysis." October 18, 2022. https://ivypanda.com/essays/open-that-coca-cola-advertisement-analysis/.

1. IvyPanda . "“Open that Coca-Cola”. Advertisement Analysis." October 18, 2022. https://ivypanda.com/essays/open-that-coca-cola-advertisement-analysis/.

Bibliography

IvyPanda . "“Open that Coca-Cola”. Advertisement Analysis." October 18, 2022. https://ivypanda.com/essays/open-that-coca-cola-advertisement-analysis/.

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Complete Analysis of Masterpiece Ad by Coca Cola

The latest campaign by Coca-Cola, "Masterpiece," celebrates the brand's ability to provide refreshing upliftment in critical moments. It features a short film set in an art museum and showcases a diverse collection of classic and contemporary paintings from around the world. In this blog post, we will delve into this masterpiece ad by Coca-Cola and analyze how it highlights the brand's inspiration and ability to create human connections.

Coca Cola and “Real Magic”

Coca-Cola's advertising slogans throughout the years have reflected both the brand and the cultural climate. From 1906's "The Great National Temperance Beverage" to 1985's "America's Real Choice," slogans have focused on product quality, refreshing taste, and entertaining experiences. Memorable advertisements, like 1971's "Hilltop" ad, have also become synonymous with Coca-Cola slogans, with the song lyrics "I'd Like to Buy the World a Coke" still recognized today. It is not the first time Coca-Cola is using the phrase “Real Magic” since there was a campaign with the same name back in 2021. This time, Coca-Cola has brought real magic with the Masterpiece Ad!

“We’re super excited to create this integrated and experiential Masterpiece global campaign incorporating cutting edge AI” - Ajab Samrai, Global Chief Creative Officer at BLITZWORKS

Analysis of the Ad

Experience the magic of Real Magic when the universe collaborates in unexpected ways to uplift and inspire a boy in need, as shown in Coca-Cola's Masterpiece campaign:

Created by: Blitzworks

Director: Henry Scholfield, Academy films

Post-production: Electric Theatre Collective

Digital OOH Concept: OpenX/David

Digital collectible collection: TAFI & BLITZWORKS

The "Masterpiece" campaign by Coca-Cola is a global initiative that celebrates the brand's ability to provide uplifting refreshment in moments that matter. The campaign's creative centerpiece is a short film set in an art museum, featuring a diverse collection of classic and contemporary paintings, from Andy Warhol's 1962 Coca-Cola to emerging creators from Africa, India, the Middle East, and Latin America. The film follows a storyline in which an ice-cold bottle of Coca-Cola is relayed from one painting to another, ultimately ending up in the hands of an art student in need of creative inspiration. The aim of the campaign is to showcase how Coca-Cola can inspire and uplift people in their creative endeavors, bringing enchantment to everyday moments and creating human connections.

"'Masterpiece' is not a story in which Coke appears… Coke is the story." - Pratik Thakar, Global Head of Creative Strategy and Integrated Content for Coca-Cola

The brand has served as a muse for artists for decades, and the "Masterpiece" campaign curates a creative collision of centuries of art movements and masters from the past and present. In addition to the short film, the campaign includes an online gallery featuring interviews with emerging artists from the film, as well as 3-D billboards and digital collectibles. The campaign launches this month in Latin America, followed by Asia and other markets later this year. Overall, the "Masterpiece" campaign showcases how Coca-Cola can provide inspiration and refreshment in moments that matter, bringing enchantment to everyday moments and creating human connections through a diverse collection of art from around the world.

Highlighted Artwork

Coca-Cola's "Masterpiece" ad features interactive artworks , including Van Gogh's "Bedroom in Arles," Turner's "The Shipwreck," Vermeer's "Girl with a Pearl Earring," and more. You can see them all here:

You can also check a full list of featured artwork in this ad here . These are the artworks that are in the ad but do not move!

Coca-Cola's "Masterpiece" campaign celebrates the brand's ability to inspire and uplift people in their creative endeavors, bringing enchantment to everyday moments and creating human connections through a diverse collection of art from around the world.

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Coca-Cola’s ‘Real Magic’ Advertisement Analysis

Christened ‘Real Magic,’ Coca-Cola’s new campaign rekindles the multinational company’s trademark promise “to unite and uplift people every day” while adding recent relevance to the current world. Principally, the ad targets Generation Z consumers aged 10 to 24 years and perceived to be technological savvy. The company includes games such as World of Warcraft, an EA Sport game, which youngsters typically like (Coca-Cola, 2021). Also, the organization considers the 20 months that people have lived with COVID-19 has taught everyone lessons, including discovering magic in unexpected situations.

The advert proves to convey the message to its target audience effectively. Firstly, the ad incorporates gaming and EA Sports that most young people play routinely. The advert shows how the young generation is connected to the virtual world when it involves a scene that depicts an Orc communicating to a game player. Secondly, the advert includes celebrities such as DJ Allan Walker, commonly associated with young people’s hits (Coca-Cola, 2021). Using aspects that generation Z can identify with, the advert effectively conveys the message.

The advert’s message is to encourage the spirit of unity and oneness during difficult and unexpected situations. In the ad, an Orc in the game is hit and seems to lose his ability to continue fighting. The young player picks a bottle of coke, and after the first sip, the mincing Orc wakes up, throws his weapons, and greets his opponents. The Coca-Cola Company also regarded this ad as “One Coke Away From Each Other” to encourage people to celebrate humanity and acknowledge that what sets people apart is weaker than what unites them Coca-Cola, 2021). The actions in the ad reflect the current situation; hence, the audience is highly convinced since they can relate to all the unexpected problems that COVID has brought.

The ‘Real Magic’ advert ultimately will achieve its objective based on the information it aspires to confer. There are two reasons behind the ad’s success in conveying the aimed message. First, the inclusion of generation Z aspects such as popular gamers like Aerial Powers and DJ Alan Walker guarantees its success in reaching the target group, predominantly the young generation. Secondly, the ad relates to the current situation in that it relates to the abrupt change of life, the Orc’s falling, which resembles the sudden emergence of the coronavirus (Coca-Cola, 2021). Most people during the pandemic era needed mental, financial, and health assistance to find hope in life. Including the spirit of unity during the time of need in the game, the ad portrays hope and encourages its audience that everything is under control. Also, the ad shows most people glued to their phones, computers, and television screens, mostly at home. This increased use of technology to communicate is also a product of the virus during the pandemic where the overuse of software like Zoom and Google Meet started. Incorporation of life during the pandemic period increases the ad’s relevance to the public, leading to its acceptability (Coca-Cola, 2021). Therefore, the two reasons will enable the ad to convince the target group.

While the advert might still communicate effectively, quick branding and instant meaning are necessary for more efficient delivery to prospective customers. The ‘Real Magic’ ad is two minutes extended, and luminary information is evident when the ad is halfway one minute. It can be more effective if the ad shows the main message within the first five seconds to encourage instant meaning. If the ad is displayed once the ad starts and is repeated severally, there will be increased chances of recall from the audience (Yanhs, 2021). Also, the company needs to focus on quick branding in their adverts since the ‘Real Magic’ ad forces one to think that it is a gaming company promoting the new console or a new game (Hudders et al., 2019). That way, there will be less confusion and assumption from the target groups hence comprehensive coverage.

Coca-Cola. (2021). Coca-Cola Launches ‘Real Magic’ Brand Platform | Coca-Cola News. The Coca-Cola Company. Web.

Coca-Cola. (2021). One Coke Away From Each Other – Real Magic (Extended Version) [Image]. Web.

Hudders, L., Van Reijmersdal, E. A., & Poels, K. (2019). Digital advertising and consumer empowerment. Cyberpsychology: Journal of Psychosocial Research on Cyberspace , 13 (2). Web.

Yanhs, K. (2021). Council Post: Five Ways To Improve Your Social Video Advertising. Forbes. Web.

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Jason's Blog

Paper 1: rhetorical analysis of an advertisement.

Since 1886, Coca-Cola has pioneered the advertising industry with feats of innovation and persuasion.  This highly profitable company has reeled in nearly double the revenue of competing beverage companies, such as Pepsi and Fanta.  Spending approximately three billion dollars annually on marketing techniques alone, it is evident that advertisements play a crucial role in Coca-Cola’s success.  Coca-Cola advertisements stretch throughout hundreds of counties across the globe.  Their advertisements are communicated through a diverse array of media: billboards, commercials, web pages, radio advertisements, and store displaces.  Coca-Cola, perfectionists persuasive marketing, remains on the forefront of the advertising field as it has for the past several decades.  Their website serves as an exhibit of their advertising artwork that has undergone years of development and careful implementations.  The layout and graphics are beautifully alluring — yet passively manipulative —  and serve one ultimate purpose: to convert viewers into customers.   By utilizing American commonplaces, ideologies, and desires, the Coca-Cola website convinces typical Americans that Coca-Cola is the key to happiness, prosperity, and status.

Each advertisement has a critical attracting point or feature that must catch the viewers’ eye.  For a website, it is the homepage that has the strongest effect on viewers.  It is the initial greeting — Coca-Cola’s opportunity to deliver a positive first impression — and thus must invoke interest and further site exploration.  Coca-Cola has mastered this idea.  Their homepage is artsy, but not too abstract as to hinder their core messages.  The page is carefully laid out in an appealing and deliberate manner.  The product and its iconic logo recur throughout the page.  A video advertisement lies directly in the center of the page, summoning the viewers’ attention.  This video asserts the commonplace of American pride.  It features the song “America the Beautiful” and features typical looking Americans, depicted in ways that elevate their apparent status and highlight their significance.  The video shows a vast variety of American lifestyles, all of which feature individuals consuming Coca-Cola in an enjoyable environment, bonding with friends, family, pets, and nature.  This advertisments feeds off the pathos and emotional connection that Americans share for their country.  It begins by displaying a man in a countryside setting, riding a white horse.  The graceful lighting of the scene bestows the man a look of great honor and nationalism.  The advertisement then progresses to a scene featuring a group of friends happily watching a movie and sipping Coke.  This portion of the advertisement targets viewers who enjoy seeing movies with friends — essentially all Americans — and alludes to the idea that Coca-Cola is a necessary component that adds to the movie theater experience.  The advertisement continues exploiting America’s idea of perfection and bliss by showing a beautiful scene of a family floating atop surfboards at sunset.  The “good life” ethos of this family is one that many Americans strive for.  Though none of Coca-Cola’s products directly contributing to the happiness of the scene, it still manipulates viewers into thinking that consuming Coke is attributed to the “good life”.  With a sharp change in setting, the next scene of the advertisement takes place in an urban park.  Children are dancing, parents are smiling and clapping, and the overall mood is euphoric.  Once again, drawing upon American values and commonplaces, the next scene features a family happily driving down a southwestern road.  A little girl is looking out the window as a small boy (presumably her brother) points off into the distance at beautiful scenery.  The family in this scene is depicted as living the American dream.  Later images in the advertisement show happy friends drinking Coke with city lights behind them.  Each scene in this advertisement targets a unique location of america, coinciding with the background music singing “from sea to shining sea”.  This diversity allows many Americans to connect with the commercial — and the product — regardless of where they live in America.  It penetrates the core values of individuals living in America and subliminally associates them with Coca-Cola’s products.

Coca-Cola’s homepage also features an image of four olympic athletes proudly holding bottles of Coke.  Two of them are men, standing confidently and handsomely.  An American flag is stitched on their jackets.  The two women in the image are wearing athletic clothing, yet possess a womanly beauty through their youth and perfect hair and makeup.  This advertising banner utilizes the ethos of these young athletes to effectively communicate the idea that their success and status is a partially attributed to Coca-Cola.  With the Winter Olympics underway, this strategic Coca-Cola advertisement combines American pride with athlete endorsement to form a compelling image.  It draws upon the idea that people are naturally inclined to crave fame and fortune; Americans especially desire the patriotic heroism of young olympic athletes.  To the left of this image reads the words “You could share a Coke with a team USA athlete … Enter for a chance to win … no purchase necessary.”  These words call upon elements of ethos and logos.  The humanly desire to meet American heros and powerful figures — people with admirable ethos — such as olympic athletes, persuades viewers to enter the sweepstakes.  The key logos component, that there is no purchase necessary, further drives the temptation to enter.  Logically, signing up for something that is “free”, yet can yield a reward, is safe and potentially exciting decision to make.

Viewers who are successfully lured in by Coca-Cola’s homepage are likely to visit another popular webpage: the Diet Coke page.  This page displays the words “You’re on.” in large font in the background.  These words are reinforced and further elaborated upon by the video advertisement beneath them.  The video depicts a young woman behind the stage who in clear distress about going on stage at a fashion show.  She takes a drink from her Diet Coke and her demeanor instantly changes.  Her fear fades and confidence gleams as she looks to the distance with a fierce and powerful poise.  This scene, clearly attributing confidence to Coca-Cola products, also utilizes the ethos of this young, confident woman.  The depiction gives the impression that any girl who drinks Diet Coke can become a beautiful model like the woman shown.  The next scene shows a man at a formal ceremony, standing nervously amongst a crowd and preparing for a speech.  He looks around with a tremble in his lip.  Impulsively grabbing his glass of Diet Coke and drawing it to his lips, he consequently begins to radiate confidence.  Similarly, this scene also exploits the common fear of public approval and shows that one can overpower it with Diet Coke.  The advertisement progresses and a world-renown celebrity and singer, Taylor Swift, appears.  She is behind stage at a large venue where the stakes are high and the pressure is mounting.  Despite the tense situation, Taylor strides with confidence toward the stage.  Her makeup is perfect and her dress is beautiful.  This portion of the advertisement uses Taylor Swift’s ethos as young, beautiful, and confident celebrity and attributes these desirable attributes to Diet Coke.  Coca-Cola brilliantly captivates Taylor Swift’s immense fanbase and uses their trust Taylor to endorse Diet Coke.  People who appreciate Taylor Swift as an artist are subconsciously inclined, by her status and demeanor, to follow her actions and select Diet Coke as their drink of choice.  The advertisement concludes with an image of a can of Diet Coke with the words “You’re on.” redisplayed beneath the can.  This closing image reinforces the misleading idea that whoever views the advertisement can obtain the same sort of stature as confident young people like Taylor Swift; all they have to do is drink a can of Diet Coke.

Advertising, an ancient art, has recently met a new frontier: online marketing.  Websites (especially homepages) must harness the attention of viewers, and thereafter convey their persuasive messages.  Their advertisement platforms utilize ethos, pathos, and logos.  Major companies, such as Coca-Cola, use celebrity and athlete endorsements to further convey their persuasion.  Carefully crafted textual statements additionally lure viewers into consuming their products.  Coca-Cola displays common American desires to associate them with Coca-Cola’s products.  These universal advertising techniques have fostered many top companies; Coca-Cola is a prime example.

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Home — Essay Samples — Business — Advertisement — Analysis of the History of Coca-Cola’s Successful Use of Advertising

Analysis of The History of Coca-cola's Successful Use of Advertising

• Categories: Advertisement Coca-Cola

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Words: 1411 |

Published: Jan 28, 2021

Words: 1411 | Pages: 3 | 8 min read

Works Cited

• Baer, J. (2013). Coca-Cola's Content 2020 Advertising Strategy. Convince & Convert. https://www.convinceandconvert.com/content-marketing/coca-colas-content-2020-advertising-strategy/
• Bragesjö, F. (2011). Coca-Cola: History, Advertising and the American Dream. Culture Unbound, 3, 413-435. Crossland, K. (2019). The History of Advertising: A Comprehensive Timeline, From Print to Digital. Hubspot. https://blog.hubspot.com/marketing/history-of-advertising
• Gaffney, J. (2019). How Coca-Cola Became the King of Advertising. HousingWire.
• Green, C. (2019). Coca-Cola's Evolution of Ads: From Polar Bears to Sustainable Development. Triple Pundit.
• Kleinberg, A. (2014). The Evolution of Advertising. Inc.
• Nudd, T. (2014). History of Advertising: How We Got Here. Adweek.
• Raye, A. (2015). A Brief History of Coca-Cola Advertising Slogans. The Daily Meal. https://www.thedailymeal.com/drink/brief-history-coca-cola-advertising-slogans
• Sabatier, G. (2019). Digital Advertising: Past, Present, and Future. Millennial Money.
• Stanton, J. W. (2007). Coke's Recipe for Success. Harvard Business Review, 85(11), 30-32.

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Best Advertising Essay Examples

Coca-cola commercial rhetorical analysis.

863 words | 3 page(s)

The purpose of this essay is to carry out a rhetorical analysis of a Coca-Cola commercial which was played on mainstream television, and is entitled: “Coca-Cola – Share a Coke This Summer (Extended Version).” It runs for 1.36 minutes and can be found on the internet at: https://www.youtube.com/watch?v=HUzPwIP9BqE Throughout the course of this paper I will be providing an analysis of this commercial, and will be providing an in depth discussion on the effectiveness of its use of images and language to influence others. My thesis statement is: This commercial is manipulating young people to get their friends hooked on Coca-Cola.

Content Analysis The commercial first aired in 2014. The original intended audience was young people, adolescents, and everyone who wants to enjoy life. The commercial’s background reflects on the argument that Coca-Cola are manipulating young people to get their friends hooked on it by showing cool young people from different ethnic backgrounds in their teens and early 20s loving life. They can be seen partying with and drinking coke against a backdrop of: beautiful natural scenery, a city with high rises and rays of sun shining down, a terrace on a high rise rooftop, and with cool guys and girls on bikes and skateboards giving each other Coca-Cola. There are youths playing around squirting Coca-Cola at each other, and adolescents enjoying a drink of Coca-Cola while: watching an open air band with drummers, playing football, jumping into a lake, and enjoying a barbecue. There are also cute dogs running around, joining in the party. There is also a teenage love interest that we see at the beginning of the commercial and heats up later on when the girl buys the buy a bottle of Coca-Cola with his name on it. The commercial end on a fabulous high when the couple end up dancing together at a club (Coca-Cola).

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The advertisement works extremely well. Firstly, the Coca-Cola company has always utilized the highly successful magnetizing theme of young people having a great time and getting high on life in great settings in order to attract a young audience as well as those aged 30 plus who also want to have a good time. They have also always had catchy background music, and this commercial is no exception. The main drive of the ad is to get everyone drinking Coca-Cola. The appeal of the ad is feeling good and being happy. The effort is hugely effective because Coca-Cola has spent a great deal of money of having the best advertising gurus, commercial sets, directors and producers. The strategies that the author uses in this commercial are very clear: these are not just to turn people on to Coca-Cola, but also to introduce them to a new marketing concept and product variation – Coca-Cola bottles with different names on that you can buy for yourself and your friends. The ad starts with a pretty girl who we understand by her gold necklace, is called Jess, walking into a grocery store to buy a bottle of Coca-Cola with her name on a personalized bottle. The bottle label has the standard red Coca-cola label on one side of the bottle, and a name on the reverse side. The ethos of the commercial is the culture of youth and fun; there is pathos, in as much as there is an expressive style which relates to the individuals’ guiding beliefs that enjoying a drink of great tasting Coca-Cola is part of a cool life. Both the ethos and pathos aspects are effective because looking at the commercial they are realistic, and many viewers can put themselves in the same position, e.g. playing football, swimming etc.

There is no implied explicit thesis, however, there is an unexpressed implicit thesis. The style and tone of the commercial tell us that life can be fantastic if we enjoy a bottle of Coca-Cola with our friends. I do not see any logical fallacies at all with the commercial (Coca-Cola). In summary, my thesis statement: This commercial is manipulating young people to get their friends hooked on Coca-Cola has been backed up by my essay.

Self-Assessment I found that this assignment was very interesting and unlike anything I have done before. I chose this particular commercial as I have always thought that the Coca-Cola ads are uplifting, even though I know the company are promoting very unhealthy drinks which they get people hooked on from an early age. I had to watch the commercial around ten times in all as I was making notes on my computer, and on occasions I missed a few of the scenes, or did not get all the details, or interactions. I found the assignment guidance very helpful, as it gave me an outline to follow. I chose my thesis statement because it was clear and straightforward, and I knew that I would be able to back it up throughout the essay. The only thing that I would do differently next time would be to take down notes by hand, instead of changing from the youtube to a note pad.

• Coca-Cola – Share a Coke This Summer (Extended Version). n.d. Web. 3 April, 2016.

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