Analysis of Coca-Cola's Campaign "Taste the Feeling"

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The Coca-Cola campaign: Taste the Feeling
Coca-Cola has become one of the most recognized brands all over the world. A majority of individuals today know Coca-Cola and have taken it. Coke has a unique and unforgettable taste which has made it popular. Another reason for the popularity of the drink is the numerous marketing campaigns across the world to reinforce the brand. Although Coke is a well-established brand, The Coca-Cola company continues to spend heavily on marketing and advertisements. Coca-Cola ensures creativity in its advertisements which makes the company brands especially Coke successful. One of the most successful marketing campaigns was in January 2016 where Coca-Cola launched the “Taste The Feeling” campaign. This rhetorical analysis will focus on one of the TV commercials for the “Taste The Feeling” campaign.
The ad commences with opening the cap of a Coke bottle, dropping ice cubes on the glass and pouring the Coke into the ice cubes. Bubbles jump out of the glass as the drink is poured. The first scene includes a girl skiing. Some friends having fun follow and later a guy and a girl kiss in the library. There is also a party scene which is followed by a couple sipping Coke from the same bottle. The ad ends with a young man sipping Coke. In all the instances, the ad is not just telling a story. The ad is a “real” story because it indicates feelings that are normal to individuals. For instance, whenever individuals share anything, there is a sense of happiness and unity. Similarly, as people share Coca-Cola, it creates a sense of happiness as individuals celebrate each other.
Ethos refers to the ethical appeal which is related to the individuals’ sense of ethics. In the Coca-Cola ad, there is nothing unethical. Throughout the ad, the label of Coca-Cola appears numerous times. This assists in driving the brand to the consumers. The constant use of the brand name serves to increase the ethical appeal of the advertisement. Coca-Cola is a brand name that millions of individuals around the globe recognize. Individuals have come to trust the brand which has increased its credibility. As a result, flashing the Coca-Cola brand on the screen enables the advertisement to become more credible since a majority of the viewers already identify with the Coca-Cola Company.
The appeal to emotions constitutes the pathos of the advertisement. The t...