1. 3/3/2014
Coca Cola Summer Radio Advert
Style of the Commercial
http://www.youtube.com/watch?v=pDj8QYigFnw
The advert I have chosen to analyse is a Coca Cola advert, where a
man is trying to trick his thirst into believing he is still thirsty by
making amusing noises but is secretly quench his desire. This is aimed
to be humour as the act of thirst has been given human like features
to interact with the character. The voice used is very persuasive and
seductive as he is telling the audience that this product gets rid of
thirst and that Coca Cola is like “opening happiness”.
The Structure of the Commercial
For this advert two voices are used. A male character and a demonic voice
that is interpreting the character thirst. For this particular advert you are
only listening to the male character because his upbeat and charismatic
voice makes the listener excited for the product and want to buy it.
The battle between the two voices connotes good vs. evil as the male voice
is the protagonist (hero) of the story. Whereas the character thirst is the
antagonist (villain). As the advert continues you see that the product helps
the protagonist win the fight against thirst giving the audience a sense of
mind that the Coca cola product can make you a hero.
Coca Cola adverts are never alike as the company likes to keep each and
every idea fresh. Rebranding their product whenever necessary to keep up
with the upcoming trends. This allows them to keep ahead of the game and
stay on top as the number one brand of soft drink in the world. I believe this
is Cokes main USP to never advertise the same way twice, even though
repetition sticks into the audience mind. Always being different can
sometimes have the same effect.
Finally Celebrity endorsement and other small details are not needed for
this product as the brand Coca Cola is so big people don’t need a famous
name to talk about the product as the listeners would already know what is
being advertised from the first 10 seconds of the advert.
Describe the Purpose of the Commercial
The reason behind this advertisement is to promote the product to the
2. 3/3/2014
Regulatory Issues
Coca Cola Summer Radio Advert
audience during the summer. Furthermore this increases sales for the
product keeping it on top other soft drink brands. The main aim of the
advert is to entertain the audience to make them spread the word about
Coca Cola. This is how the Coke brand became so big by spreading the word
to large quantities of people.
With the product being a soft drink there are specific issues that must be
cleared up before the advertisement can be sent out. Such as the advert
may not contain quotes such as “The best drink in the world or making
promises about the drink that are not true like you will defiantly become
happy after this drink. Nutrition claims cannot be made meaning any claim
states, suggests or implies that a food has particular beneficial nutritional
properties due to:
The energy it provides at a reduced or increased rate.
The nutrients or other substances it contains; contains in reduced or
increased proportions; or does not contain.
