Essay Example on Ads Everywhere: The Growing World of Brands

Introduction

Advertisements are everywhere. In recent times, the increase in goods and services production has grown tremendously, especially with the introduction and development of new and improved technologies. It is estimated that an average American is exposed to over 10,000 adverts in a day (Simpson, 2017). This is because, in recent years, the number of brands in America and all over the world has increased monumentally. The level of competition has also risen, and every producer is keen on ensuring their brands are all over to improve on the level of consumer-products demand. Brands and companies that have developed or have managed to keep up with the trends in advertising are some of the most profitable. This means that these companies have fantastic advertising strategies and can be used for learning purposes.

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This article takes a look at one of the adverts from Coca Cola Company, one of the world's biggest companies and by far one of the best advertisers in the world. The company has managed to keep up with the changing times, looking at their adverts from the mid-1900s to recent adverts. In the recent past, advertisers have also widened their advertising platforms from television and radio commercials to newspaper and magazine ads to website ads. Coca-cola has managed to broadcast its adverts on mainstream media and the recent social media. However, much of their advertising focuses on mainstream media, which can capture a broader market.

The Advert Description

Coca-cola is a soft drink company; therefore, much of its advertising is done to promote drinks like Coca Cola, Fanta, and many more. This particular advert begins with a show of how modern society is invested in technology and platforms like social media sites. However, some of these websites and pages have been used to propagate hate and negative ideas. The advert shows people being cyberbullied via texts or video messages that have words like stupid, ugly, and looser. The emotions as a result of these insults are also seen in the video. We see different people react differently to the comments they view online. The younger generation is seen crying in the video while the older one is seen getting angry at the hurtful comments they receive from people.

However, the advert takes a different turn, and we are introduced to an African American who appears to be working on some computer hardware at a large data plant. The individual also seems to be drinking coca-cola when he accidentally spills it on the computers he is working one. A little creativity is employed at this level as we see the liquid being absorbed by the network and pass through the data cables and into the city. The soft drink appears to affect all electronics from other computers, laptops, phones, and other related platforms.

As the new coca-cola code passes through these devices, it changes the negative message to a positive one. For example, when it passes through a laptop that shows two men arguing on a talk show with the headline, "News Interviews get Violent," the video changes to show the two men laughing and the headline changes to "New Interviews get Happy". Messages like "No one likes U" are changes to "There's no one like U". The advert ends with the message, "The world is what we make it," a Coca-Cola bottle and a love-heart symbol to symbolize love.

Tone Evaluation

The tone at the beginning of the video is that of violence and hate. There are dark images that show people who are either sad or angry. At this level, there is no music, but there as sounds of people breathing hard as they write hurtful messages online, while others result in violence resulting from the anger and the hate spread online. However, as the video progresses, showing the Coca-Cola code moving through the computer systems and changing people's lives, the song Show Me, Love, by Hundred Waters is heard in the background. The song is a slow, smooth song that takes about happiness that encourages people not to show cruelty, ugliness, hate, or evil but show love.

Audience

The company appears to be reaching out to the modern generation. The generation of people that have embraced technology, but at the same there is some negativity about it. The advert is a multicultural advert that targets various groups of people, all of which relate to technology in one way or another. Recent studies show that young people are increasingly buying and sharing Coca-Cola products, which explains why there are many young people in the video.

For an advert to be successful, it needs to appeal to all three human aspects, that is, logos, ethos, and pathos. The advert appeals to ethos, by ensuring that an ethical appeal is generated by ensuring that the source is credible. Coca-Cola is a strong brand, and therefore, the information provided in its adverts appeals to a particular social topic that people can ethically relate to. The pathos type of audience requires the advert to appeal to emotion. The advert does this in an impeccable manner that is relatable with a lot of people.

More than 70% of American adults are smartphone owners who have one or more social media apps that are used to either spread the positive or negative message (Greenwood, Perrin, & Duggan, 2016). Logos involves appealing to logic, and the final message that summarizes the entire advert does this in an incredible way. The song also supports the message that is communicated in the advert.

Purpose

The purpose of advertising seems to go beyond the promotion of a soft drink. This is viewed in the secondary message contained in the advert that looks at cyberbullying and the content that is in circulation on the internet. One needs to focus on other previous adverts to realize that Coca-Cola is invested in advertising a feeling. In this case, a happy and positive one. The advert encourages people to share love, and therefore, when an individual takes the drink, he or she associates it with the feeling of love and happiness.

Analysis

The advertiser makes and identifies an assumption that the world is what we make it, but at the same time, this is a feeling shared by many people in the world. The same assumption is used to identify the form of media used to make this particular impact on society. It appears that the advertiser uses the same media to not only advertise but spread a message of happiness and hope. This means that every time the audience sees the brand, it will associate it with this feeling. This is successful advertising. This is how strong brands ensure that their products are always in the market and once they have cemented their position in the market it is important to keep up with the marketing trends that help the company stay afloat.

References

Greenwood, S., Perrin, A., & Duggan, M. (2016). Social media update 2016. Pew Research Center, 11(2).

Simpson, J. (2017). Council Post: Finding Brand Success In The Digital World. Retrieved 15 May 2020, from https://www.forbes.com/sites/forbesagencycouncil/2017/08/25/finding-brand-success-in-the-digital-world/#bf4a6c2626e2