This time of year the food is varied and delicious. Is it great that one soft drink has a special taste of its own, which goes with everything you eat? The unique taste of Coke complements everything from ham to hamburger, imported cheese to roast beef. That’s another reason why they call it the real thing. The most popular ads ever created come from Coca-cola. Every ad from Coca-Cola brings success and Coca-Cola always knew how to impress us and to make us to “want it“! So here is the one ad that makes us want it. According to Jib Fowles’s classification of Advertising appeals, the Coke ad appeals for our physiological need for drinking. This ad promises viewers that you will feel everything more real drink when you drink Coke. Let’s find out that what emotions that Coca-Cola tries want to appeal to us by their ad.
In the ad, we see that there are some juicy and fresh looking grapes, an apple and a pear standing by the coke bottle. Using the fruits gives us the impression of eating the good food and living healthy. The close proximity of the coke image and fruit image, together a connection is made that the coke is healthy in a similar way as fruit. They equate Coke with healthiness. By bringing the idea that coke is healthy drink the assumption is, people want a healthy and real drink. When we talk about the real thing, the ad continues from healthiness to the caption.
The caption says ’It’s the real thing’ written with bold font, as we understand it, this says two things to us. First, coke is not artificial and secondly, it is different from other drinks. This caption appeals to one of the 15 Advertising appeals from Professor Fowles’s article “Needs to dominate”. He also mentioned “ The need to dominate and control one’s environment is often thought of as being masculine, but as close students of human nature, advisers know it is so circumscribed” (148). Using such a strong caption Coca-Cola company expresses their domination and they promises the customers that there is no other drink as real as Coke. When we look at the ad, the first thing that catches your eye and attention is the real Coke. It takes place at middle of the image with Coca-cola logo on it.
Furthermore, the main images on the ad are the Coke Bottle, with the logo on it and the ice in a glass next to it. As I mentioned before the Coke dominates by standing in the center of the ad. If we look closely, it stands higher than all other elements. Professor Fowles admitted, “The key to the appeal, this element usually presents itself centrally and forwardly to the reader or viewer”(152). The main product Coke takes place at middle of the image with Coca-cola logo on it. The visibly wet bottle and ice express the coolness and energy of the drink and the ice in the glass shows that how the combination of Coke and ice should be to create the real drink. Thereby the company also portrays to customers that if you drink it, you will feel cool and cold. There is a light reflect on the image which comes from the right side. And the highlight mostly focuses from the side of the bottle and fruits. We can also see the blurry shadow from the elements.
Lastly, the Coca-cola logo is one of the most well-known and popular logos. Even the bottle without the logo we can recognize that is Coke. Simplicity can bring success too. However the company publishes new yearly advertisements for the coca-cola with new images and new concepts, even without advertising Coca-cola will still remain the same in this global market with their strong concepts and products among us for the long years.
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