Posts Tagged ‘coca-cola’

The Real Deal On Advertising VII

Coca-Cola

Just take it.
Grab an icy, cold glass of Coke.

You know you want to just reach out and drink it.

That moment where the bottle touches your mouth.

It is like a rapid wave of refreshment surging to your lips.

It’s like an arctic breeze coming in on a hot summer day.

It is like a swift, simple, calm wind that clears all your stress away.

That moment you drink it down; it is as if time has completely come to a stop.

Time walks up to you and says, “Take your time, you have all the time to drink this refreshment.”

They call Coca-Cola a refreshment for a good reason too, because it literally leaves you refreshed from a long day.


In Chinese, Coca-Cola means “to make the mouth happy”(1). About 94% of the people in the world have heard of Coca-Cola , that’s almost every person on the planet (2)! Coca-Cola is the shining star of all advertising. It is, and will be, the most well known trademark on the planet, it surpasses all other brand names. It is also the most recognized word on the planet, tagging behind is the word “Okay” in the number two spot (1). Coca-Cola has grown so much since that day in 1886 (1). They have attracted a ton of people over the years to consume their products. In its first year, servings of ‘Coca-Cola’ amounted to less than 10 a day(1). Today one billion servings are consumed every day (1)! That means every second over 10,400 Coca-Cola products are consumed (1). Over the years they have added a ton of other products onto their line. For example, Sprite, Fanta, Diet Coke  along with over 500 other brands (1). There is a wide variety for any kind of taste buds to enjoy.

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If all the Coca-Cola… ever produced were in 6 1/2 oz. bottles and placed end to end they would wrap around the earth more than 11,863 times.

If all the Coca-Cola sold in 1994 were in 8-ounce bottles laid end-to-end, those bottles would reach to the moon and back 76 times.

If all the Coca-Cola vending machines in the U.S. were stacked one on top of each other, the pile would be over 450 miles high.

If all the Coca-Cola ever produced were to erupt from “Old Faithful” at its normal rate of 14,000 gallons per hour, the geyser would flow continually for 1,577 years.

If all the Coca-Cola products sold in 1994 were flowing over Niagara Falls at its normal rate of 1.5 billion gallons per second, the falls would flow for three hours.

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Like stated in the last post in the advertising series, my family is a huge follower of the brand name, Coca-Cola. I have grown up in a household that is centered on the soda. Growing up, my father would collect old posters, banners, and signs advertising for Coca-Cola. I would see it all over the walls in my house, and it was simply unavoidable. All of the wall space in our basement is occupied by my father’s Coca-Cola memorabilia.  When it comes to writing about Coca-Cola, I know how to represent it.

In 2008, I was required to take a class in High School during freshman year that was all speeches. It was probably the hardest class I have ever taken in my life, yet I learned a lot about giving speeches. I first felt shaky and I stumbled on my words in my first speech, which was supposed to be about myself. By the time I was at the final speech, I went up there and I was so confident. The point I am getting at is that the last speech could be any topic. The teacher was very lenient on what people could decide to do a speech on, and what better topic than to discuss Coca-Cola in front of the class? I learned so many facts about how important Coca-Cola plays in our lives. It really is a drink that plays a huge role in the commercial world.

First of all, almost all of the Coca-Cola commercials feature the drink in a glass bottle. It took me a while to notice this, because I am so used to thinking that I can just walk in to a normal supermarket, grab a glass bottle of Coke, and leave. It takes a while to realize that this is not a normal thing to be seeing. There are a couple of reasons why they still choose to show the glass bottle. First of all, it is a tradition for the company, and traditions are very important because too many changes draws the consumers away. Second of all, think about it: a glass bottle. Humans are drawn to objects that are shiny, and glass is the most shiny thing that they could use to hold the drink in. Third, it really shows that the drink is cold, because it magnetizes the drops of condensation on the bottle.

Let’s move on to the Penguins. Penguins, penguins, and more penguins! Well, let’s widen the category to all of Coca-Cola’s winter advertising. Coca-Cola uses a ton of different characters in their winter advertising. They  have their version of Santa Claus, they have the penguins (my personal favorite), and of course, they have the polar bears. All these characters are enjoying the refreshing taste of Coca-Cola in a glass bottle. First, I want to examine this “Santa Claus” figure that has been used repetitively every year. Rumors have it that the modern day image of Santa Claus was invented by Coca-Cola. Well, this was proven false, but that does not mean Coca-Cola didn’t play a single role in its making. In fact, Coca-Cola played a huge part in forming our view of Santa Claus. When the Santa was released to the public in 1931, artist Haddon Sundblom brought all of the characteristics from past versions of Santa, like his cheerful, chubby face and his long white beard. If you have not noticed, Santa Claus is wearing a red and white coat, which of course are the main colors of  Coca-Cola’s logo: red and white.

That video is probably one of my favorite videos in all of Coca-Cola history. The polar bears and the penguins, both on opposite sides of the globe, come together to celebrate with an ice cold bottle of Coca-Cola.  This symbolizes different families coming together from far away for a celebration together. It really is quite comical and peaceful at the same time. The penguins came a little while after the image of Santa Claus. It was introduced in 1962 and has been a popular mascot for Coca-Cola. It may not surprise you to see that they’ve paired Coke with a penguin as the idea of serving Coke ice-cold is one they have strongly promoted over the years. The third, and probably the most popular symbol of all the winter advertisements is the Polar Bear. It is hard to believe that the Polar Bear was only introduced fifteen years ago in 1993. Anyway, it was pretty cute how the artist came up for the idea of using the Polar Bear. The creator, Ken Stewart, got the inspiration for the animal from his Labrador Retriever which had resembled a polar bear as a puppy (3). And soon these arctic creatures became a huge hit for the industry.

Companies have been using the image of polar bears to sell everything from soda to insurance for years. Maybe it’s time for corporate America to consider protecting a species that has been such a profitable sales tool. They say things go better with Coca Cola. For the sake of the penguins and the polar bears, let’s hope so (4).

Cute animals just draw us in for some reason. Although we know that an actual Polar bear can not pick up a glass of Coca-Cola, we still fall for them and go buy the product. Well, another reason we fall for them is that these animals are symbols of showing that the product is “ice-cold,” as we like to drink soda that way. Also, their habitat is like a giant refrigerator, keeping the Coca-Cola cold. On the other side, because the Polar Bear is on the Endangered Species list; caused by the polar ice caps melting, Coca-Cola might have to find a new arctic animal to replace the Polar Bear, because it could be on its way to extinction.

Back in 1927, Coca-Cola’s tagline was “Around The Corner From Everywhere”. Well, once again its name emblazoned into  Time Square over the crossroads of the world. Coca-Cola truly is around the corner from everywhere. Congratulations and let there be light!

This quote by the mayor of New York city, Michael Bloomberg, is stated right before the launch of the new Coca-Cola sign in Times Square. Coca-Cola has been a strong partner with all of New York and they have been advertising there for over 80 years. The sign in New York is one of the largest advertisements signs with some of the latest technology available. It really is a work of art, with flashing colors and a curvy shape to it. The sign is seen in a ton of movies that take place in New York, for example, I remember seeing the sign in the movie, Enchanted, when the dragon at the end had climbed up the sign. I really can not wait to see it during my trip to New York. It really has become a monument for visitors to see, though it may not be as important as the Statue of Liberty or Ground Zero, but it is a monument in advertising history.

Coca- Cola has had many slogans since its creation on May 8th, 1886. One of its most recent slogans created in 2006, The Coke Side Of Life, really sums up the soda brand’s performance on our planet. There really is a Coke side of life, because Coca-Cola is constantly changing the commercial world with all its products.

(1) “Interesting Facts About ‘Coca Cola’.” Coca-Cola: About Coke. 2006. Coca Cola Company. 20 Mar 2009 <http://www.coca-cola.com.au/footer/about_facts.htm&gt;.

(2) Olson, J.. “History Of Coca-Cola.” Jackie’s Coca-Cola Page. 1997. 20 Mar 2009 <http://www.geocities.com/Heartland/4269/history.html&gt;.

(3) Bobby. “Coca-Cola’s Greatest Hits.” Essays and Articles. 2009. 7X. 20 Mar 2009 <http://www.7xpub.com/&gt;.

(4)David, Laurie. “Things Go Better With Coke.” The Huffington Post. 02 Dec 2005. The Huffington Post. 20 Mar 2009 <http://www.huffingtonpost.com/laurie-david/things-go-better-with-cok_b_11560.html&gt;.

(5) Mooney, Phil. “Happy Penguin Day!.” Coca-Cola Conversations. 25 Aug 2008. Coca-Cola Company. 20 Mar 2009 <http://www.coca-colaconversations.com/&gt;.

The Real Deal On Advertising VI

Hello everyone! This is Clonez, administrator of skydays147.com. It is finally the weekend, and I feel that I might as well pack this weekend with consecutive posting.  Happy reading! 🙂

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“The glory of friendship is not the outstretched hand, nor the kindly smile, nor the joy of companionship; it’s the spiritual inspiration that comes to one when he discovers that someone else believes in him and is willing to trust him with his friend.” This quote by Ralph Waldo Emerson explains how important trust is in a relationship. There are probably people in your life that you feel like you can trust on for everything. You feel safe letting the person guard something special of yours, like a secret. You feel like you can give special opportunities to that person that you can give no other. This might be the person who you can trust to print out those pages of your science report if your printer is broken or the person who you turn to when you are having a problems at home with your parents. This is the person who will help you study for that massive test in history class.  It takes a long time for this trust to build up and for the person to become one of your best friends. You would not feel comfortable asking one of these favors to someone you do not trust, which is what makes the spark of friendship so strong and influential. Just like the magic of friendship is so powerful, the magic of trusting a brand name in advertising is also powerful. Although it may not sound so strong at the start, it is very important to have a brand that you trust on.

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Remember those days back when you sat in mommy’s shopping cart at the grocery store? You would watch mommy pick out the same Bounty brand paper towels, Kleenex tissues, Kellogg brand cereals, and Minute Maid juice boxes. Do you ever wonder why mommy always bought the same brand and she didn’t even bother buying Puffs tissues? The reason is because she has built a trust in certain brands. She feels comfortable buying certain brands because the other ones she finds are not worth it. This may be because of price, quality, quantity and other factors. Another reason why a person may buy a trusted brand is because their parents used to always buy that certain brand. It may not sound like much, but people are influenced by what their parents might have bought. Eventually, the whole family joins in and buys that certain brand. It just becomes an instinct to buy it. So don’t worry if mommy tells you that you can’t have those Lunchables snack packs. She just doesn’t have a strong trust for that brand because it is unfamiliar to her. There are some brands there have a world-wide trust because they just appear on almost every product. I am talking about those generic brands that do not have any part in this fight. For example, I know that the brand, Kirkland Signature has a wide variety of different products ranging from stainless-steel grills to medicines. The Kirkland Signature brand is trusted by almost everyone.

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In some ways, the trust in advertising might be because of the mixed messages that “everyone’s doing it.” What exactly am I talking about? Well, if you see a crowd of people around some store at the mall, what would you instinct be? I know most people would just go over there to find out what all of the commotion is about. You get the idea that, because everyone else is doing it, why can’t I join in? Probably the most famous example of this is the Verizon Wireless commercials. I remember seeing them on the television: the same dorky man in the square glasses with a large festival of people behind him. That man is a huge icon of the company because he speaks well when we wants to tell people “everyone’s doing it”. Usually these types of commercials try and touch the heart more than the person’s sense of humor. They don’t try to make a joke of other products, like the advertisement with the old turtle couple named the Slowsky’s in the Comcast commercials. Instead, they try and obtain your emotional appeal and personal appeal. It is like those insurance advertisements. They want to leave a good impression that they are a nice group of people who are there to help you. They are also trying to show that they are honest, loving, caring people who will understand you. Although it may be quite boring to watch one on the television, these insurance advertisers are trying to touch your heart and make you start the first steps towards a new trust bond between you and the company.

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There are some brands have have become quite a controversy among different families. These are the types of brands that completely clash with each other and there really isn’t a brand that dominates. Do you know what I’m talking about? I’m talking about the Mac versus PC. I’m talking about the Coke versus Pepsi. Let us start out by taking apart the controversy among Macs and PC’s. You may be thinking, “Oh, of course Macs are better!” or “Obviously PC’s are number one!” Well, it is quite impossible to tell which one dominates over the other. In fact, they are both very good computer systems and they both have their own set of flaws that make them both different. In Western Religions class in High School, our class was assigned to read through some pages in the book To Life! by Harold Kushner. We had just started studying Judaism, and I just found out from the reading that there is a part that has to do with this topic of trust. In the book it says, “We love Israel not because it is perfect, but because it is ours. We love our parents not because they are better parents than anyone else has, but because they are our parents. They gave us life and nurtured us. And we love Judaism not because we have examined its theological postulates and found them compelling and valid, but because it is ours.” What this reading is trying to say is that the reason we choose to buy a product that we trust is because we have grown up trusting it; it has gone through many generations in the family. It really is as simple as that. There is nothing better or worse than the one that we trust in. We just use the product because it is “ours” in a way. It is okay if people like one over the other because that is the one that they trust. That is one of their trusted brands when it comes to buying a computer because the person has grown up in a family that praises and uses a particular brand. Please, don’t even think about convincing another person to switch to the other. It just isn’t right because a person can not switch after many generations of getting used to the particular system. For example, if you are a Mac family, then you certainly are not going to get very far buying a PC computer for your house. I know my family uses solely PCs; I am not used to not having a right click feature on the Macs because I have adapted to using it so much on my PC.

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Lastly, I feel like I need to end the Coke versus Pepsi controversy. Like stated before, they are both very good brands and it does not matter which one you drink. In fact, people really can not tell a difference between the two of them because the taste is basically the same. There was a science fair at my old school once. Those old fashioned ones with the Styrofoam display boards all over the place. One of the groups did a taste test between Coca-Cola and Pepsi; it turned out that not many people could tell the difference between the two tastes. I just thought that was kind of interesting. I know my family has grown up drinking Coca-Cola products. My dad is obsessed with Coca-Cola so much that he collects old advertising memorabilia from the company. If he hadn’t stopped collecting them, I swear it would have gotten to the point where I would get a scolding if I came home carrying a Pepsi bottle. The soda you drink really depends on the family that you have grown up in. For my dad, Coca-Cola, for the most part, is carried on by generations. My family has built the strongest trust in Coca-Cola products – more than any other soda. No matter where we are out in public: at Target, Walgreens, the grocery, my family always chooses to purchase a Coca-Cola products. I will talk more about Coca-Cola in my next post. But for now, I just want to say that.

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Trusted brands are really a good thing to have in a society like this. By having a trusted brand of everything, you do not need to spend all of that time testing out which product you think is the best. For example if you want to order pizza, you go straight for the telephone and get that delivery from Domino’s Pizza, or Papa Johns or whatever place you like. You don’t go to the yellow pages and randomly choose a pizza place to order from. By knowing your trusted brand, you get the right product for you and you trust that it is going to work completely and be satisfactory.

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The Real Deal On Advertising IV

Hello everyone! This is Clonez, administrator of skydays147 .wordpress .com. Today’s segment is on the different role models that advertising provides along with who to listen to and who to ignore!

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Whenever you are feeling down; whenever you feel like you are about to give up and return back to where you came from, there is always one person that you have in mind to follow; to guide you in life. There are those times where things just do not turn out the way you want them to. You just want to hang up the skates and go home, but you don’t; because there is an urge that you have to keep going and tough things out in society. This urge may be because of an adult figure, like parents. In Religions class in school my class started learning about Confucianism, which is a belief system that declares that the adult figures guide you when you are young, and that they are the foundation of the tree trunk of society. It may be from a famous movie star or someone who you believe has achieved their potential. There must have been a time in everyone’s life when some biography in English class really sparks some light into your own life. You become inspired to follow the same steps of this person to guide you. This person: this parent, movie star, athlete, politician, is your role model.  Everyone has a role model. This role model maybe not exactly be defined in bold print. Must people don’t go around wearing a sticker that says, “Hello, my role model is *so-and-so*” because it may just be a personal connection between your role model that is private. But most definitely, there is always a time in your life where you have a temporary role model without even knowing it. In advertising, role models play an essential part in drawing you to buy a product. Because role models are people who you follow in life, you may be attached to whatever product that person appears to enjoy on a billboard, magazine, movie, or television program. And this leads on to our main topic: role models and advertising. There are two types of ways that the role model is used to convey thoughts about a product. This can be done with permanent role models or temporary role models.

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Permanent role models are usually conveyed in movies or in television shows that contain many well known actors and actresses. Brands don’t even have to be mentioned by the character like regular commercials or billboards. Research shows that consumers want to identify with the characters they watch on television and that seeing real products helps them to do that. Instead, there is a much more clever way that movie or television productions introduce products; and this process is known as product placement. Product placement is the practice of intentionally placing a specific brand or product as a prop into filmed entertainment (1). It is very rare to see if happen by accident. You might not even notice that a product is utilized in the movie or television program until you pay close attention to it. Possibly the most famous example of the use of product placement is in the television show American Idol. The companies American Idol and Coca-Cola have developed a strong bond to each other. They both help each other to gain a profit using product integration, which is when a company funds a program and in return their product is integrated into a show (1). This is an example of a visual placement; occurring when a product, service, or logo can simply be observed. If you did not notice, the judges of American Idol are always shown drinking out of a Coca-Cola glass. Although the cup does not get much of attention, the cost of placing it there is pretty high. A few seconds of exposure on a popular drama or comedy series can be worth as much as $500,000, based on the cost of a 30-second commercial(1). There have been other events where Coca-Cola appears in American Idol. The “green room” in the show was renamed to the “Coca-Cola Red Room” and special taped segments of the featured contestants became known as “Coca-Cola Moments” (1).  This product placement is used because the judges might be your role model; they are well-known people. And if they are your role model, then the television show and the Coca-Cola company profit from it because you go out to buy some of the soda. If you already drink the soda, all this advertisement does is make sure that the bond between you and the company is strong so that you will not switch to buying a different brand (they surely don’t want your spending to go to Pepsi).

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There are some good things and bad things about using product placement. The good thing is that the consumer has someone to associate the product with. The bad thing is that the consumer has someone to associate the product with. How can this be a good thing and a bad thing? Well, let us take for example the advertisement in which Britney Spears is seen with a bottle of Pepsi. There are an ad in a magazine with Britney Spears with the can; and now people who had Spears as their role model could associate her with Pepsi and start drinking it. Back when it was released to the public in early 00’s Britney Spears was a popular singer for that time and now times have changed and Britney had her own problems with life like driving drunk and shaving her head bald. Now anyone who saw that advertisement would not feel right associating Pepsi with her. The people who had her as a role model would not only dump the role model but also the drink that she was associated with. There are some instances that have worked over the years and still continue to be seen nowadays.

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The famous “Got Milk?” advertisement features famous people and characters all with the milk mustache. There are plenty of role models that are shown in the Got Milk advertisements and there is always one that you are compare with. Although the milk product hasn’t been given much praise lately, other companies are starting to follow on to the trend. Recently, the company that makes M&M’s has started to show advertisements featuring famous stars in the shape of an M&M to try and promote their product.

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The second type of role model used in advertising is the temporary role model. These role models are not famous at all, yet they do things that make you wish you were in their shoes. These advertisements have people in them that are relaxing and enjoying themselves when using the product. I had stated before in another post that Wal-Mart commercials make your mind run wild with ideas. Well, they also contain temporary role models. A mother might look at the mother in this commercial and see everything orderly and enjoyable and that is her temporary role model until the commercial is over. A child might look at the group of kids playing in the sprinkler in the summer with his or her friends and eating ice cream. This person is the child’s temporary role model until the commercial is over. You look up to this person because you want to be just like this person: enjoyable, relaxed, and fun. This is what makes you want to buy products at Wal-Mart. There are some ways in which this kind of advertising can be a bad thing– when it attracts the wrong kind of crowd. What I am talking about are advertisements for alcohol, cigarettes and other drugs. There advertisements almost always utilize this temporary role model concept, in which people are shown having a good time with these drugs. Most of the time, the product isn’t even shown in the ad. For example a tobacco advertisement will just show a group of people having fun in the forest around a campfire.  You feel like you need to smoke in order to have fun like this group of people, and so they become your temporary role models. What is really being sold is the desire to be around friends who enjoy being together. The real truth is that  tobacco isn’t the reason why the people are enjoying the campfire. The same thing applies to alcohol advertisements. An ad may show a beach scene with some nice, attractive looking people playing volleyball. It makes you feel like you need to drink beer because that person becomes your temporary role model. You feel that the beer is the reason you have fun with your friends. The truth is that the picture is staged. In fact, drinking alcohol impairs coordination, this, the ability to play volleyball would be affected. The two examples can drastically affect your health if you follow the temporary role models.

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Although having a role model helps you get on with your life, mixed messages are played when looking at the role models of advertising. It is important to figure out who you should follow and not to be blown away by the advertisers who are trying to hurt you with staged clips or scenes.

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(1)Kinney. Lance. “Product Placement,” 24 Jan 2009 <http://comm2.fsu.edu/faculty/comm/sapolsky/research/ProductPlacement.doc&gt;

Edited By Dublanous1

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