coca cola, detailed analyses

This advert is aimed at people either from that period of time (50-70’s) by using nostalgia and the memories that theses people have about music, (Marilyn  Monroe, Elvis and The Beatles) these people also represent a sense of timeless music as westernised people still know these people s faces and music. Nostalgia is created in the main image  Coca cola has used these people from different generations because they are classic and timeless icons, by doing this they are also using celebrity endorsement as a technique. This tells us that coca cola are also classic and timeless and will never go out of fashion. A modern audience will also think they will become classic if they drink coca cola, as coca cola has been used for a long time we think it has a great reputation. This makes us feel privileged enough to drink coca cola as many famous people have once drank the same drink. The way this image is created by images being photo-shopped into a bottle shape makes this look like a piece of artwork made by Andy Warhol who is also  an artist from an older generation which also give this same effect of timelessness. As this looks like a piece of art to be sold we think the  product would be expensive, when we are relieved that the drink is cheap.

 Another convention that is effective  is the complimentary colour pallet, as there are only 3 colours used which is the same colours that are used in most of coca cola’s adverts; Red, Black & White as coca cola has been around for many years, and the fact that they use the same colours in every advert these three colours are recognisable as a “coca cola” brand. The black and white in the image gives the audience a sense of sophistication where as the red is romantic and as Marilyn Monroe was preserved as a sex symbol, and on the bottle her cheeks are red (blushing) showing that she is posing sexually. So when these colours are put together they show sexiness, romance and love but also sophistication and maturity. This make the audience think that is we drink coca cola we will  be all of those things. 

 Also the slogan “a classic never goes out of style” creates nostalgia as the font used is an old classical font as this is the same way most people would write in the 50’s/60’s. As the main image and the font Creates nostalgia, it makes us feel that we wish we were in the 1950’s as The advert looks so exciting and full of real music and culture, where as the modern celebrities are not famous for there talent, they are famous for they’re looks and body (Kim kardashisan & Paris Hilton ) also the way the writing flows on the advert it reminds the audience of an autograph given by an celebrity from an older generation. Making the audience think they are full of real talent and culture while drinking  coca cola. This would also appeal to elderly people as they were most likely alive during this period, able to reminisce about the 1950’s instead of imagining what it was like.

The last convention is the logo which is located in the middle of the bottle. As it is right in the middle it is the first thing that we look at before we look at the images and the nostalgic views. The colour of the logo (red) and the font also links with the colour pallet of the rest of the advert and the slogan with the flowing hand written font. This just enforces all of the thought’s and feelings of the audience. As the font is the same in every single advert/bottle of coca cola and that coca cola has been about for many years so we know what it is instantly.