Television and Media - Social Messages in a Coca-Cola TV...

Explicit and Implicit Social Messages in a Recent Coca-Cola Commercial Directed by feature-filmmaker Bryan Singer, Coca Cola’s most recent television ad in their â€Å"Real† campaign features Salma Hayeck in the supposed natural setting of a business meal at an upscale Hollywood restaurant[1]. While presenting many of the elements that Jib Fowles discusses in his essay â€Å"Advertising’s Fifteen Basic Appeals,† this Coke ad also portrays the duality of women in our society. The only unambiguous message of this commercial is the product it endorses: as product recognition is most important in advertising, Singer subtly creates the â€Å"Affiliation†[2] appeal. The fast-moving ad features unidentified people and†¦show more content†¦This 30-second event isolates the frantic pace of one meal, one day, or essentially any duration of time. Furthermore, the ad displays how others’ demands create our stressful schedules: Hayeck must hurriedly eat in the kitchen while her party waits for her. Her response to her time constraints is thus aggressive, as she eats a small meal and (more importantly) finishes an entire bottle of Coke (satisfying her â€Å"Craving†) in the duration of the ad. This conveys our societal standard of prioritizing our obligations to others over our attention to our needs, which any woman likely feels during the course of any day. Thus while this ad could superficially appeal to women, it reinf orces our society’s expectations of altruism and selflessness for women while encouraging them to make time to satisfy their â€Å"Craving[s].† The kitchen shots of this commercial illustrate the dual nature of the ad, as it presents both Fowles’ â€Å"Need for Autonomy† and negative aspects and stereotypes. Viewers may not question the plausibility of a woman eating in the kitchen of a classy restaurant, as this ad suggests that beautiful women can get whatever they want. This act is not entirely negative, though, as the commercial presents the women’s success at having her cake (by maintaining appearances) and eating it, too (literally). More importantly, Hayeck’s asking forShow MoreRelatedEssay about Coca Cola Marketing Report1368 Words   |  6 PagesCoca Colas mission statement is broad and impressive, including, To refresh the world, To inspire moments of optimism, and To create value and make a difference. These goals are a big part of the companys marketing campaign, which includes memorable slogans like â€Å"I’d like to buy the world a Coke†, â€Å"Have a Co ke and a Smile†, and the most recent â€Å"Open Happiness†. All of these campaigns express a broad theme in order to connect with people from all cultures and backgrounds. Coca Cola has alwaysRead MoreThe Advertisement Of Coca Cola Essay1541 Words   |  7 Pagesadvertisement is the activity or profession of producing information for promoting the sale of commercial products or services or ideas. 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