Advertising journal critique. The Advertisement Practices for Coca-Cola Company

ADVERTISING JOURNAL CRITIQUE
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Introduction
Advertisements are usually created with the idea of ensuring that businesses are able to create a market for their products and that they are able to increase their clientele for their new products, existing, or even the products being launched. In this study, the main focus is to critique the advert done by Coca-Cola company, and which was done by the A to Z Video Clips (2014), under the name, “Coca-Cola New ad - Commercial life Song about Parenting”. In this study, the focus shall be on creating a critique for the journal which shall cover various sections such as: the theories of advertisements, the advertising principles, the advertisement practices for Coca-Cola company, why I chose the advert, the presentation of the advert and its impact and whether it had a positive or negative impact, whether it was successful or not in passing the intended message, and whether it was conducted in the appropriate or inappropriate manner. Other areas to be covered include: what done well, and what should have been changed and finally, the communication theories used to support the above opinion.
Theories of Advertisements
Advertisements in the modern world are placed in various categories, and a majority of the adverts need to conform to a certain theory of advertisement. According to the study, “Advertising theory: Re-conceptualizing the building blocks”, by Xiaoli Nan and Ronald J. Faber (2004), there are four major types of theories used in the advertisement processes. Some of the major models used in advertisement include the Market response models, Hierarchy-of-effects, Persuasive hierarchy model, and Low-involvement hierarchy, among other major platforms, which have diversified effects on each model (Brinol et al., 2015). In the advert, “Coca-Cola New ad - Commercial life Song about Parenting”, by A to Z Video Clips (2014), there are various aspects which have been put into consideration, with the aim of enhancing the effectiveness of the advert, such as: the consideration for the video trustworthiness, Pathos and logos, the Repetition and the explicit conclusion, proper production coordination, as well as the moderation in the whole process.
Advertising Principles
Every advert should be based on certain and specific advertising principles, which are used to show the ethical factors within the general production. Abdullah Özkan (2015), in the text, “Importance of Ethical Principles in Advertising and Board of Advertisement’s Function as a Method of Administrative Control”, puts into consideration the issues of principles in the advertising business, and thus gives various principles which should be observed during the advertisement process. The first principle of advertising states that all adverts should contain the truth, and have ethical consideration, for the sake of the customers. All adverts should also be in a position to enhance the high level of personal ethics and accountability, for the customers as well as the general public (Armstrong, 2011). The advert, “Coca-Cola New ad - Commercial life Song about Parenting”, by A to Z Video Clips (201...