Coca-Cola. It is perhaps the most recognized brand around the world, and has been for decades. Coca-Cola is aware of that, and seeks to use it to its advantage. "A classic never goes out of style" says the ad. This is an age-old expression that is used to refer mainly to stylistic things in our society, like fashion. They purposely use other "American classics" to convince us of Coca-Cola's importance. We see the old standbys of hot-dogs, baseballs, an American flag, a convertible, and apple pie. Should Coke be added to our list? But wait, there are people too... the classic image of the World War II sailor kissing a girl, Audrey Hepburn, the Beatles (obviously the most American ones here), the Rolling Stones, Marilyn Monroe, and, of course, Elvis. To top it all off, the image is in the shape of the classic Coca-Cola bottle.So we know what the ad shows us. They show us "true American classics" and famous celebrities. We know how they show it: in the shape of the classic Coke bottle. The why is implicit: Coca-Cola wants us to purchase their products in great numbers- and as Americans, we do. There is however, another why. Why are the Coca-Cola ads so effective? Is it because almost everyone has tasted it before, and can relate to the ad better? Is it our implicit drive to be "more American", to be like our favorite celebrities? I think it is a combination of these, but also that their campaigns are timeless: look at the ads they bring out every year during the holidays, with a jolly old Santa Claus drinking his favorite, a nice glass of Coke. Having ads that are similar every year means everyone can relate to them.
If Coke is being compared to American classics, does that make it a classic too? If it is drunk by famous celebrities, should we copy them? Coca-Cola hopes to bring us to the conclusion that it too is a classic, one that will never go out of style, so that the next time we reach for a refreshment, we reach for a Coca-Cola.
I guess it works, because...
I know I will.
Thanks Kitty. I’m glad you did some research about the context of this ad. One never knows the exact source of information, especially when it comes from the internet. That you at least gave proper attribution to the woman who designed it is important, unusual, and respectable. I think the last question you pose is the best. Is Coke trying to establish itself as an American “classic” – or at least more of one than it already is. Or, are all of the illustrations just eye-candy for someone looking for a product that appeals to Americans? On a side note, you might research at some point the history of Coke. It, probably more than any other U.S. company, has withstood the test of time. I recall doing a project once on Depression era photos. One of my observations about the Dust Bowl was the prevalence of Coke ads in the photos. Even impoverished Americans love Coke!
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