Coke Advertisement

In recent years, Coca-cola usually has advertisements that display bottles of coke that have peoples names on them, and say to share a coke with whoever has that name. I think Coca-cola usually appeals to our need for affiliation. The kind of message that I get from advertisements like the one pictured is that I will be friendly if I consume Coca-cola, or share Coca-cola. The drink is also very popular so, as mentioned in the video, "the persuaders", by PBS, Coca-cola consumers are in a tribe. I also get the feeling that the advertisement is getting people to believe that if they share Coca-cola, they will have a larger group of friends. Coca-cola is also personalizing their drink by putting mostly common names on their bottles. This makes a sort of challenge as well, because people constantly try to find their name on a Coca-cola bottle. If you can find a friend's name on a bottle then it makes it special for them, because it could have taken a while to find a bottle with their name on it. This also makes people feel as if they're part of some group and it makes Coca-cola have more of an ethos because they are connecting with their consumers. Consumers of Coca-cola connect Coca-cola to having fun with their friends, or meeting new people. Coca-cola uses the bandwagon advertising technique. Their catchphrase is "open happiness." This implies that since Coca-cola helps you make friends, you will be happy when you get to drink it. Coca-cola wants to make it seem as if having their product helps you make friends and that if you don't have Coca-cola, you won't have friends. This advertisement is probably aimed towards people that find it hard to make friends or that just want to be part of a group. These people believe that even just drinking it will make them be a part of a group. Giving people Coca-cola bottles that feature their names on them makes them look more meaningful so giving them one can seem more meaningful than giving them a generic bottle of some other brand, like Pepsi. I also think that Coca-cola uses the advertising technique of repetition. People always know what you mean if you refer to a "Coke." Coca-cola makes consumers associate the drink with happiness and fun times with friends.