Make It Happy Analysis: Coca-Сola Advertisements

Student’s name Professor Course Date Make It Happy Analysis Introduction For years, the advertising industry has witnesses Coca-Cola pioneer it with feats of persuasion and innovation. The company has produced advertisements that stretch across the world and over different continents and countries. Coca-Cola communicates its advertisements through a wide array of media including store displaces, commercials, and web pages. We have also witnessed Coca-Cola use appeals throughout its online advertising. Such appeals include Pathos, Logos, and Ethos in advertising, (Diamond, n.p). This is an art of persuasion that entails the use of the three elements to ensure effective advertising. The ad: Make it Happen Figure SEQ Figure \* ARABIC 1: Start of “Make it Happy”2638425204851041624252105660This is 60 seconds commercial that starts with a hasty keyboarding sound. The commercial portrays a dark, oppressive scene as a male nimbly types “I hate you” messages on a screen. Stressful, noisy background music is heard as a man cries on receiving “HATE,” and “loser” messages. The stressful atmosphere peaks when a male kicks his laptop. All of a sudden, the scene is changed into a room hosting the Internet server. A worker carelessly spills coke drink into the cables. The drink seeps into the circuit system. Suddenly, the “Coca-Cola” red label appears as a light, emotional music takes over. The Coke flows Internet bar turning screens to “Coke Cola,” a billboard portrays the slogan “we got this”, and a boy’s phone reads “there is no one like you” which replaces “no one likes you,” (Coca-Cola, Make it Happen) The ad ends with “show me love” message. Appeals: Ethos Figure SEQ Figure \* ARABIC 2: Coca-Cola will use advertising’s biggest stage to invite the world to help make the World Wide Web a happier place.33909001417320Ethos is Aristotle’s first form of appeal to the public or audience. Ethos refers to the “use of the reputation, experience, and values of the author or an expert to support claims” (Johnson-Sheehan and Paine, n.p.). Coca-Cola is an international notable beverage and it is aware of its position in both the American culture and around the globe. When the red Coke symbol appears on the screen, most people will recognize it without a question. The company plays off of its own creditability or sense because the majority of the people who are viewing the ad are already aware of their "open happiness." Therefore, Coca-Cola works off the knowledge that the audience knows about the creditability of company’s products. According to Diamond, marketers are likely to utilize trust experts from differen...