by Lolo98 on November 7, 2017 - 10:29pm
To start, the Coca-Cola publicity compares the product with principal values of life such as friendship, love, passion etc. It also associate Coca-Cola with smiles, music and passion which are directly linked to happiness. We can easily see that the actors are aged between 18 and 25 which shows health and freshness. The publicity demonstrate higher pleasure linked to Coca-Cola. Of course, drinking is a bodily pleasure and during the ad, they associate Coca-colas to other bodily pleasure such as having sex. Also, the publicity assumes that when you drink a Coca-Cola you are happy which is a form of materialism.
Furthermore, the commercial of Coca-Cola doesn't illustrate conspicuous consumption, which is to buy expensive items to display wealth, because a Coca-Cola is something everyone can easily buy. In the ad, people are doing all kind of activities in beautiful places. We almost have the feeling that whatever they do and wherever they are, they have a Coca-cola. The beverage became an accessory in the ad. It doesn't illustrate affluenza because it is not an object than can be not useful, it is simply a treat people can offer themselves or offer to other.
Many values are articulated in the publicity such as friendship, love, family, liberty and pleasure. Even thought I don't see the link between all these values and a simple Coca-Cola, I do think that they made a great job by showing how a simple thing can make someone's else day. Personally, I think that we can't really be influenced by a publicity like this simply because it is all about personal taste, either you like Coca-Cola and you buy it or not. Tastes are mainly developed during childhood but different aliments are only appreciated as we get older. The sweet taste is the first one known by the baby because of the maternal milk that is very sweet. This is probably one of the reason why sugar tastes so good to us. The fact that it is not an object makes it less serious that they linked it to happiness. Usually, when you buy one, it is to drink it. You can't have too many Coca-colas at the same time! Where I think there's a problem is that Cola-Cola is bad for health and they encourage people to drink it "to be happy". Here is what happen to your body when you drink Coca-Cola:
As we can clearly see, Coca-colas are far from being something recommendable to drink.
Finally, I am not that comfortable with that kind of publicities because in my opinion, happiness can't be linked with object or food for example. I do think that it is a bad way to make publicity because it is not true that when you will drink your Coca-Cola for example, you will be as happy as when you listen to music or when you are with you friends. Nothing worth more than friendship in my point of view. Usually, happiness is used in ads to demonstrate that if you get this product you will be happy and have less problems or they used "universal liked thing" such as baby animals to create a feeling of happiness when the person is watching. For example, Telus, which is a cell phone company, uses animals in their ads to reach a higher percentage of people that appreciate their ads. Even if there is no link between cell phones and animals, people talk about them and like their publicity.