by boum5470 on November 7, 2017 - 7:38pm
How is the product associated with happiness?
The commercial includes smiling people with a good socioeconomic status, images of a ‘’good’’ life, and an uplifting song. It also shows two things that make people happy, most of the time: family and food. Coca-Cola tried to associate its products with things that usually make people happy to give the impression that everyone in the commercial is actually happy because of the bottles of coke they are all drinking.
What type of happiness is portrayed?
‘’Social happiness’’ is portrayed in this commercial. It is a type of happiness that comes from something as natural as friendship. It is not the same type of happiness that comes when you buy something new. It is the happiness that comes from family and friends, and that is what Coca-Cola was trying to put in place in its commercial. Family and friends can definitely have an impact on a person’s happiness, especially if they have a good relationship. People do not often think that happiness can come from another person, we live in a society where people tend to associate happiness and pleasure on to a product and not necessarily on to a person.
How does the message illustrate conspicuous consumption, materialism and affluenza?
The message of the commercial illustrates conspicuous consumption in one specific way: Coca-Cola is a brand that is renowned worldwide. The brand has spread its influence all over the world and it is even seen as a luxurious product to some people. The message of the commercial also illustrates materialism perfectly. Materialism is the idea that objects and material things are important and matter sometimes even more than anything else. In this commercial, materialism can be linked to the bottle of coke. The commercial puts the emphasis on the brand’s product and it is seen as the fundamental thing that leads to happiness. The people that are drinking the coke have a great lifestyle, they have a good socioeconomic status. That way, it is also automatically linked to the concept of affluenza. Coca-Cola put in place this idea that the more you consume their products, the happier you will feel. Affluenza is often associate to a desire of wealth but in this case scenario, it could be associated to a desire of happiness. Considering that the people that are portrayed in the ad are living comfortably, the search of happiness cannot be found in money. Coca-Cola proposes an easy solution to the search of happiness: it can be found in a bottle of coke.
What values are articulated by the advertisements?
Happiness comes from a bottle of Coke. The company is trying to make the viewers think that they will be happy if they drink their product. Same thing goes with friendship, family and community. The ad was created to make people think that sharing a bottle of coke with your friends and family will make you happier, and the community life will be better because of the product.
Is the message successful?
It did not influence my perception of the product because I am aware that these commercials are made to incite the population to consume the company’s products. For me, the message was not successful but for someone who is not aware of the real message behind these commercials, it could be.
Is it possible to be attracted by an advertisement and not be influenced by it?
Yes, it is possible. Although the message of the commercial was not successful on me, I would be lying if I said I was not attracted by the advertisement. It was a good commercial and the people in it seemed to be happy which, in a way, made me happy too.
How do you feel about the ads that are marketing happiness?
I do not really pay attention to them now that I am aware of the real message behind the commercials. I think that anything that is promoting happiness is a good thing, but to believe that happiness comes from a product of an ad is wrong.