Activity 4

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. 

Comments

I think you have a strong analysis on the subject and you seem to have done a lot of research. You staid indifferent throughout your essay except when you had to give your opinion. Adding more examples could help upon your text, that is if you are not only limited to the Coca-Cola advertisement. You also seem to repeat yourself a couple of times. All in all, you seem to have a coherent text with pertinent information that answer’s all the questions.

Your text is good and well written and it seems like you know very well your material. I completely agree that this ad is made in a way to make people think that Coca-Cola can bring you happiness and a sense of community even though it is not true. I also think that it is very interesting that you mentioned conspicuous consumption, materialism and affluenza because they are all important concepts related to this topic. However, you could have talked about the negative aspects of the publicity portraying social happiness and how it can affect people on an economic and social level. Overall, your analysis is pretty relevant and strong.

I think that you clearly demonstrate how much commercial have power on our behavior. Seeing commercials who shows happiness are more attracting to us because everyone wants to be happy and feel loved by people we are close to. By associating happiness at a object it will make us feel happy, but just for a limited time. I think that most of the people can relate to the feeling of wanting to buy an object even though we really don't need it which is not a good thing because we become materialistic. Using Coca-Cola as an example is really good. Everyone have seen this commercial and know how much energy there is throughout the publicity to encourage people to but the product. One negative aspect is that you repeat yourself many times but your article still really good.

I think your subject was really cool! You showed an in-depth analysis that was very clear and well described. I liked reading this, because I've honestly never really looked into happiness marketed by brands in relation to their sale, so I enjoyed hearing a perspective on it! I think it's interesting that there are so many different types of happiness, and within them, there are different levels. I've always been taught that materialistic happiness will not fulfill you like social will, but to hear that brands are advertising the two intermixed in an intelligent way is compelling. The idea that yes, spending time with family and friends will make you happy, but with the addition of coke also. It definitely appeals, as you said, to people of a certain socioeconomic standing. Those who are without the means to afford cocacola will not be pulled by this advertisement. at least, not in terms of purchasing the product in question. I also liked the distinction between the message of the advertisement, and whether or not the ad was successful. Because yes, you can like an ad without actually being drawn to the product. I see that a lot in lengthy advertisements that pull on people's emotional instincts, trying to make them more interested, when the product actually has nothing to do with the context in question. it was definitely an interested read! Overall, I really liked it.

You have a very interesting analysis of the publicity. I completely agree that a lot of Coca-Cola's advertisement relies on creating the illusion of happiness. For example, sometimes, the publicity is so focused on happiness, family, and overall good values, that when the product is revealed at the end, it is somewhat confusing. This reminds me of Nutella and many other similar companies that sell unhealthy products. In the case of Nutella, they, too, advertise their product based on the values of family and friends, but also health itself, which it does by partnering with many athletes, and by promoting the health benefits of hazelnuts despite the criticism. As for Coca-Cola, this advertisement is really effective because it promotes the value of reunion, family, community, and friends. In fact, rarely do I ever go to a party or dinner and there is no Coca-Cola. The product has somewhat become part of the culture itself. I think that another interesting subject of analysis which would go even deeper into the subject is how major companies tend to fool even scientific research in order to bring the attention to another product and hide the fact that their product is very unhealthy.

I'll start by saying that I really agree with your analysis toward adds. It is undeniable that those kind of adds try to associate a sense of happiness with their product. You research was done well and the main example used with the brand Coca- Cola was relevant and helped to really understand the point you are making. Indeed, it is crazy how such brand make us think that we can't be happy without this or that thing. Those like Coca-Cola, who succeeded to become a part of the daily lives of many people now have a big influence on them. I'm happy to be more aware about this subject and I will now look at adds with a more critical sense of thinking, thanks to you.

I completely agree with you when you say the ad displays false sense of happiness. it is unfortunate to see big companies such as coca cola displat thier products as must need for happiness but when you look at a philospers point of view is happiness measurable? For every person happiness is something different one it could be having a coca cola but for another it could be reading a book. I like your point of view on the topic but i would revise how many times you repeat your self throughout the essay. I think your arguments are strong but you need to revise them. This has actually made rethink how happiness is portrayed in our culture and i will pay more attention when it is showed in ads to see what actually makes people "happy"

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