Advertising has become universal and many-faceted. Advertisements are unavoidable, whether on railway platforms, on public transportation, in marketplaces, in the streets, on roof-tops, on the silver screen, on the small screen of the TV, in magazines, in newspapers, or even on electricity and telephone bills. Now, advertising is not merely videos with the title of the brand; it is a combination of many factors such as culture, history, and humanity. Therefore, many brands give messages to their customers through their advertisements, including the Coca-Cola company- one of the leading soda beverage brands in the world. The Coca-Cola Company has experienced great successes and failures in its advertising endeavors.
In particular, Coca-Cola's advertisements represent the extremes of such a polarity when discussing social issues in advertising. Instead of using rhetorical words or long lines, Coca-Cola chooses to create some exciting campaigns that are still ongoing to convey the Coca-Cola company’s goal to customers. These images are arranged alternately, creating a complete video. The video has been built on all three principles: logos, ethos, and pathos in a harmonious way. Logos are logical, pathos evokes emotions, and ethos complements, giving more credibility. Without one of these three factors, it is unlikely that the videos will be incomplete and will not convey the message to the viewer. In 1971, Coca-Cola released a renowned Hilltop advertisement. This advertisement has been referred to by multiple advertising experts as the greatest advertisement of all time and received over 100,000 enthusiastic letters from viewers at the time of its release. It addressed issues of commonality among races, genders, and backgrounds. The Coca-Cola brand in itself is an ethos element.
The cans have appeared from the center of well-known poems such as “Having a Coke With You” by Frank O’Hara to in the hands of actors in television shows and movies across the globe. Coca-Cola is a well-known brand and has a sharp image in the market. This world-renowned brand and its market image are the most critical sources of credibility for its marketing messages. The title, “I’d like to teach the world to sing (in perfect harmony) is significant as it summarizes the idea of the entire commercial which revolves around three central concepts: peace, unity, and harmony. The concepts are used in a very logical way in the video. The commercial starts with a close-up of a white American woman’s face, and she is smiling as she sings the phrase, “I’d like to buy the world a home, and furnish it with love.” After that, the camera begins to zoom out, and the faces of “the world” appear gradually as different races and ethnicities stand beside each other.
The audience begins to realize more diversity when they see an African-American man alongside a white woman; an Indian-American man is alongside what the audience assumes to be a Japanese–American woman because she is wearing a traditional kimono. Furthermore, the universal symbol among them all, the uniting factor, is that each one has a Coke bottle in their hand. The universality of Coca-Cola is that it is enjoyed around the world, and a Coke here tastes the same as a Coke in El Salvador, like Coke in South Africa, or wherever. A Coca-Cola consumed by a rich elitist will have the same taste as a Coca-Cola that is bought by a poor man. The group of young global citizens is singing and emphasizing: “I’d like to teach the world to sing, in perfect harmony.” “I’d like to buy the world a Coke and keep it company.” “It’s the real thing, what the world wants today.”
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Essay of Coca Cola Commercials Using Ethos, Pathos and Logos.
(2024, September 10). Edubirdie. Retrieved December 22, 2024, from https://edubirdie.com/examples/essay-of-coca-cola-commercials-using-ethos-pathos-and-logos/
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