Emily Pettis

Professor Kashtan
UWRT1101
November 4, 2016

Spread the Love

Since 1886, Coca Cola has been convincing consumers since 1886 to
open a bottle of happiness. The company has been convincing millions of
consumers to enjoy the Coca Cola experience despite the sugary
consequences that result from drinking it.

Who wouldnt want to crack

open a cold, bubbly Coca Cola and let it refresh the inside of you on a hot
day, or sip on the sweet, fizzing liquid while enjoying your favorite TV show. A
lot of Coca Colas ads revolve around how their product improves human
relationships. These relationships consist of bonds between brothers, sisters,
friends, and boyfriends/girlfriends. For example, there is a Coca Cola
commercial involving a couple who met at a music shop and shared a Coca
Cola together. From there, they fell madly in love with each other until they
got in a huge argument one day. The argument tore them apart from each
other until the guy calls the girl to come share a Coca Cola with him. The
girl goes to see him where he breaks out a Coca Cola to share with her to get
her to look at back at the first time they fell in love, sharing a Coca Cola. The
company uses multimodal rhetoric in the following commercial to persuade
users that Coca Cola spreads the love by using background music and
special background/ lighting effects.

Coca Cola proves to be a successful icebreaker and relationship fixer in

this ad because the guy and girl obviously know how popular Coca Cola is,
how delicious it tastes, and may have seen previous ads where drinking Coca
Cola had made people happy. Pepsi, Fanta, Sprite and any other drinks do
not have the amount of credibility related to creating intimate bonds
between people as much as Coca Cola has. The guy knows from past Coca
Cola ads that Coca Cola helps makes people fall in love with each other, so
he invites his love interest to enjoy the experience of drinking the product,
hoping shell fall in love with him. She does and he knows that since Coca
Cola is the drink that makes everybody happy, he uses that to bring her back
into his life.
Along with the brand being wildly successful, the ad provokes the
human emotions as it takes an in-depth look at a very personal human
connection. Coca Cola is used to initiate affection between the two lovers in
the beginning of the ad. Following that, the couple spend more time together
sharing the product. The couple consume the drink when going to a club
together, creating sexual tension between them. The more they drink, the
greater the tension increases and the closer they are involved with each
other. The drink could repair their relationship in the ad because the guy
remembers how happy he was and all the good memories they made sipping
on Coca Cola. The girl reminisced back to the same happy memories when
he pulled out the Coca Cola bottle.

The music in the background helped to make an emotional impact on

the ad by using the song I Was Made for You by Alexander Cardinale. The
tone of the song is romantic as well as uplifting throughout the whole ad. The
music identifies the happy moments in the couples life as well as a huge
breaking point of their relationship when the music suddenly stops. The
sound of the bottle cracking is all that is heard. After the couples fight, the
music picks back up and the couple get back together.
Along with the music, the lighting and scenery help to impact the ad.
When the couple are together in the beginning, the background is warm,
sunny, and bright. Whether they are sharing a coke together or at the club,
the background lighting is colorful and vivacious, representing their time
together. When they break up, the color fades away and the scenes grow
cold as it becomes snowy and wintery in the background when each person
is alone. The background gives the scene a depressing mood until they meet
back up for a Coca Cola. When the two lovers come back together, the colors
come back and the background grows warmer and sunnier to reflect a more
positive mood.
Like how popular the brand is, YouTube is just as popular in which it
was a smart idea to use the social media website as a platform to display the
ad. On YouTube, before any video can be viewed, a commercial is usually
played and many of the times they have played Coca Cola ads on them.
Coca Cola even has their own channel full of all their ads from 50 years ago
till now. Coca Cola bombards their website with their marketing tactics. The

cool thing about the brands YouTube channel is that all their videos are
similar, no matter the time period each video was shot in. The older ads help
to establish the brand as the product thats always made people happy when
consumed. The consumer cannot pass up a Coca Cola if the product has had
a long history of making people happy and success. Not only has this history
been associated with Americans but has affected millions of lovers across the
world as well.
While the company Coca Cola does affect all aspects of human life, this
ad primarily targets couples. Coca colas main marketing campaign surfaces
around happiness in general but they also have another campaign known as
spread the love, marketed specifically for couples. The company wants
their product to be the reason why couples fall in love with each other. This
ad helps emphasizes that since Coca Cola has been there through the good
as well as rough times for this couple.
The ad represents a popular company, creates an emotional impact, as
well as uses special effects to convey a very important message to its
consumers. Because of all these conditions, this help set up the ad for
success in persuading millions of consumers to drink Coca Cola. The personal
connection between the two lovers help to connect the target audience since
the ad shows a relatable aspect of human life. The product does not overly
advertise itself but remains very subtle throughout the ad, thus this helps
Coca Cola share the love.

Video URL: https://www.youtube.com/watch?v=_xp2T_TooF0