Coca-Cola Brand Image Essay -- Marketing Advertising Advertisement

Coca -Cola Claims, Values and PolicesCoca-Cola is a well-known and cherished brand name. When people think of this name, memories tend to rising tide in their heads. Why? Because, not only does Coke taste great and refresh your own personal memories, it also fills you with memories of the Coca-Cola like Always Coca-Cola, the antics of the Coke icy bears, and all of the different ads that have represented Coke over the years. Just about every ad you see, as a consumer, will have stacks of hidden meanings. Coca-Cola may not always intend to present the same hidden meanings, but will always intend for their audience to see a commercial and hopefully crave a Coke product. I found a feed Coke ad that really caught my eye in the exalted issue of Southern Living, a magazine for women. The ad, titled High School Reunion, pictured four Coke bottles in a diagonal line. The first bottle, a new unopened Diet Coke bottle, is pictured at the top left-hand corner of the page. The ne xt two Diet Coke bottles ar supposedly being consumed. At the bottom right hand corner of the ad page you see the bottle is empty. This reveals the conversation of a young muliebrity contemplating the plans for her gritty school reunion. Over all Coca-Cola is believed to put these claims, supports, and warrants in their ads to make their product more appealing to the consumer. This particular Diet Coke ad is full of claims and proofs of facts, values, and policies, that are trying to make you remember the fun, old times, and memories of high school and, at the same time, associate it all with the memory of a good tasting Diet Coke. This particular ad boldly suggests the importance of friends and still being yourself. I know Coca-Cola wants you to see... ... you drink Diet Coke you will become a beautiful and skinny woman. Maybe another message this ad is trying to reveal is to not give chase yourself. Diet Coke doesnt need a label therefore you dont need a label either. The pathos of this ad might be representing the fact that Coca-Cola has been around for a while and it has been a while since this young woman has seen her high school friends. In conclusion, I think Coca-Cola has done an excellent job of presenting the claims, supports, and warrants of its products in this ad. They have apply many different tactics and hidden meanings to get this ad across when their main concern is to make the ad appealing to the ordinary woman. A woman who is always in search of the perfect body, and the great memories of her high school years. Works CitedDiet Coke Advertisement Southern Living, August 1998. 28