Advertisement Analysis of Coca-Cola Company (Essay Sample)

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Advertisement Analysis
The product being advertised in this print advertisement is a soft drink whose brand name is Coca-Cola (Harini et al. 6). However, the advertisement is named Coke, in a conspicuous sentence stating "spring on the Coke side of life." The advertisers chose the name Coke because it portrays an implication of fun and being lively. By the advertisers not using the full brand name of this soft drink, it indicates that Coca-Cola is a popular drink that can be recognized by any individual in their target markets even with a shorter version of the brand name. This tactic is used mainly to create an impression that Coca-Cola does not need any introduction to the markets. Instead, all existing and potential customers are already aware of its existence and its name.
Coca-Cola also uses a coding tactic where the message in the advertisement requires individuals to decode the symbols and gestures. The coding of the advertisements shapes the message in which the Coca-Cola Company seeks to accomplish specific objectives that change with time (Moriarty 117). The symbols of the sun, flying insects and blooming plants indicates the beauty of the spring season. Coca-Cola’s objective is to identify the warm season with its soft drink that would help people to enjoy the drink as they welcome the warm and vibrant season after winter. The smiling image of the sun indicates happiness brought about by the new season and that things will get better.
The main target audience for the Coca-Cola advertisement is the children and adults. This is because the print advertisement is described by bright colors, imaginative images and a familiar and catchys slogan. About the Rank’s intensification/downplay model, the advertisers ensure intensification by association (Lazere 27). Intensification by association is where an advertiser links the product with something or a notion, which already has an emotional subtext to the target audience (Lazere 27). The advertiser links Coke with the spring season that people eagerly wait for to enjoy the warm weather, blooming flowers and holidays. The main motive of using association is to persuade individuals to buy Coca-Cola drink. The association suggests that people will make the season more exciting while enjoying the weather and drinking Coke. The images used in the advertisement to attract target audience because they are creative, spectacular and indicates happiness.
The advertisement has a catchy slogan, which acts as an important marketing tool to support the characteristic of the soft drink. Coca-Cola uses such slogans that represent the product as outstanding and relate its purchase of a given season. The pe...