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Trevor Clark
1-30-13
Eng. 1020
Jared Grogan
Coca-Cola Trends in Advertisements
(hook?)There are many different trends and ways to classify trends in
advertisements, some of which are used by companies, some trends are series of
ads, or particular advertising campaign revealing important trends, and example of
which .Another example is a trend in the use of a viral video. One last trend might
be the use of a popular meme that reveals a trend in a subculture. Coca-Cola has
used many trends in an effort to advertise and sell their product(s). Coca-Cola is a
company which primarily sells soft drinks and beverages. Coca-Cola has used
advertisements in forms of hyperrealism and perpetual adaptation to draw the
customer, or you, in to their company.
(hook)The first main trend that they use in advertising is hyperrealism,
which means that the company, in some way, shape or form takes a picture and
prove that it is realistic and not photo shopped. Hyperrealism is typically referring
to pictures; however there are a lot of examples of hyperrealism in videos from
different companies as well. Hyperrealism means to show the photorealistic art,
not the photo shopped art. You don’t see false advertisements from Coca-Cola,
that’s because whenever they produce an advertisement they are sure to use real
images, or images which are not photo shopped or altered in any way. An example
from Coca-Cola would be their use of the photo of a coke sitting there.(Photo1).
This photo depicts a glass bottle of Coca-Cola just standing with bubbles,
assumingly meant to depict bubbling goodness, with the phrase “Tempting… isn’t
it!” covering the coke bottle. Below that bottle it states a company message which
in the last sentence is a statement to all consumers of soft drinks. The statement is:
“ Coca-Cola, or simply Coke, has been tempting taste buds around the world since
1886. Regardless of your taste there is Coke that is as individual as you. From
Cherry to vanilla, from diet to caffeine free, Coke has got you covered.” The last
sentence there states that regardless of your taste buds there is a Coke that is made
for you, regardless of your taste. That is why Coca-Cola uses hyperrealism in their
advertisements.
Try to establish exigence or why people need or want to know this
*(good)
I believe that Coke is a great example of hyperrealism, they can
demonstrate a point where words cannot explain. An example of this is the classic
Mean Joe Green commercial (stiggerpao, www.Youtube.com). In this example, Coke is
taking a popular celebrity, Mean Joe Green, and proving that he will drink Coke.
Although that seems cliché, it is a great move because by seeing a real person, and
a celebrity endorsing the product, it makes everyone want that product me, so the
company obviously can sell more. If the company sells more, they can add more
celebrities and the process can be repeated, and in the name or sales. Coke does an
excellent job of that, in my opinion at least.
(hook)The second main trend that Coca-Cola uses is perpetual adaptation.
First, allow me to say that perpetual adaptation means that, in a nutshell, the looks
of products are changing, but their function remains the same, if not improves
based on the look. Some people want a more retro look on some products; some
people want a more modern look, that’s what perpetual adaptation is. Coca-Cola
has changed its appearance countless times, and that is to stay with the times, so to
say. A small history of all of the logo changes can be located here: (Logo
Evolution). By looking at the map, you can tell that two things, one, that the logo
has changed dramatically and two that based on the different years, different logos
were involved and made. The suspect reason for the change is to fit in the times
more and sell more products. If a product matches with what people look for, then
that product will be purchased, and advertised more as being the product that is
“Hip and now.” More and more companies are using perpetual adaptation because
it shows the customers that they are “With the times.”
Talk about how coke is “one of america’s companies” or how coke has been
around forever and is pretty much part of American culture
By using perpetual adaptation, Coke has definitely acquired many, many
new consumers, although in an effort to gain more, I feel Coke has lost quite a few
as well. As perpetual adaptation in improving the product, either in looks or
function does have its advantages, coke fanatics may prefer the older styles of
appearance that Coke had so largely franchised. By changing the “classic look”
coke instantly lost some customers, even though the taste is still the same. In an
effort to keep customers while attracting new one, I believe Coke should offer pop
in all of the styles. That way, the people who like a certain style can buy that kind,
and for the collectors, the will try to get a lot of “sets” so that in the future, they
can sell the bottles for profit.
Coke has also used kidvertising in order to sell products. Kidvertising is
pretty much getting the children’s attention and the idea is to get the child to want
the product. Children will then whine to their parents saying they want a product.
Coke uses kidvertising in means of showing coke associated with a toy, the child
will then want to have the toy, as well as having noticed the coke in the
commercial, will want to also have a coke, and thus encouraging the parents to
buy some, and of course someone cannot buy just one can or bottle of pop.
I like how this paragraph is a lot like a real life situation
In my opinion kidvertising in a effective strategy in order to sell products,
and I believe coke does a decent job, however they could do better. Although they
do somewhat use kidvertising, they could be used as more of a vocal point in many
of the ads or commercials, and specifically let the “Coke” be seen. The
commercials now are mainly just having coke in the background. I feel if coke was
more the center point of the commercial, the sales could at least DOUBLE then
what they are now.
Good counter appeal saying that they could do better
As I stated earlier, there are countless different ways that advertisements
work, and I only scratched the surface in regards to how Coca- Cola uses such ads
in an effort to gain customers and promote their product(s). There is no simple
way to just talk about a single way to talk about one trend or form of advertising.
So what do you think, what’s the best form of advertising do you think? How do
you believe that Coca-Cola could profit from using trends better? Finally what
would you say is the deal breaker on advertisements, what do they say, that drives
you away from their product?
Good closing sentence.
The paper as a whole could use more interesting hooks and better ways to keep the
audience interested. Tell why the audience needs to know these things. Maybe say
more about the author. Focus more on the Ethos, Pathos and Logos of the
techniques they use.
Work Cited:
Works Cited
Coca-Cola. Tempting... isn't it? http://www.mrflamm.com/uploads/2/2/0/0/2200902/2662582_orig.jpg,
n.d.
Coca-Cola. Logo-Evolution. Coke Design Evolution.
http://lh4.ggpht.com/_9F9_RUESS2E/SxwdKpFRupI/AAAAAAAABvg/ZBDWdN65Mvg/s800/logoevolution-brand-companies-coca-cola.jpg, n.d.
stiggerpao, www.Youtube.com. Coca-Cola Classic ad: Mean Joe Green [Full Version] (1979).
http://www.youtube.com/watch?v=xffOCZYX6F8, 17 July 2007.