From a general perspective, it is an undeniable fact that advertisements have

negative and positive effects that impact both on the company that produces them,

and on the consumers towards whom the advertisement is directed. Among the

positive implications it has for the company, it is worth noting that a strategically

designed advertisement provides authority and prestige, positions the brand above

the competition and allows companies to multiply sales. On the other hand, there is

no foolproof guarantee that it works, since ads often reach people who are not

interested. As for the public, the main effects, both positive and negative, are that all

advertisements are aimed at stimuli, in order to influence their behavior.

To better understand the advantages and disadvantages of advertising on the

company and consumers, it is worth analyzing the following image corresponding to

the Coca-Cola company “Open Happiness”. The fundamental message that the

company wants to emit is that a bottle of soda of its brand is a tool to bring

happiness to the consumer, Coca-Cola captivates the consumer, because it uses as an

engine of campaign an aspiration that we all share, to be happy. They are creating a

positive association between Coca Cola and happiness. Who doesn't want to feel

happy? This platform served for Coke’s demo target as a more universal demo

crossing into all ages, genders, races and cultures.

Therefore, it is evident that this advertisement is extremely beneficial for the

company because it allows establishing a direct subconscious link between the need

to feel happy and the product being sold. This connection - aimed at the general

public, that is, at the entire potential market for soft drink consumers - allows the

company to multiply its sales and profits.

Among the disadvantages for the company, the reduction of such an abstract and

important concept as happiness has not been welcomed by all sectors of society. All

this collection of "sensations" that accompanies the purchase of the product, has

been in the crosshairs of criticism that has tainted the image of the brand. Coca-Cola

is not known for its health benefits. In fact, many people blame soft drinks for the

rising obesity rate in the United States. Because of this issue, Coke would probably

prefer to disassociate with an unhealthy image. Many health oriented groups already

smear brands like Coca-Cola and McDonald’s for their unhealthy products in
attempts to get consumers to make healthier choices. From the consumer's point of

view, the advantage of advertising is that it offers you the possibility and increases

the range of options you have to choose from among various competitors. Among

the disadvantages, it is evident that the emotional association between happiness

and the consumption of sugary drinks represents a potential individual health and

even public health problem. At no time are consumers - especially those who suffer

from some vulnerable diseases such as diabetes - warned about the risks of

consuming this product. The massive influence on emotions and the conditioning of

behavior towards potential actions that may harm the health of consumers are the

main disadvantage of this advertising campaign.