First Mountain Dew Advertising Essay

When it comes to the topic of commercials, most of us readily agree that commercials are irritating. Where this agreement usually ends, however, is on the purpose of the commercial. Whereas some are convinced that commercials are meaningless, others maintain that commercials tell a story. Effective commercials are repetitive and illustrate a story. Marketers use rhetoric marketing, the art of persuasive speaking and writing, when persuading an audience to buy a product. Rhetoric marketing is especially effective through the illustration of a story. It is effective because the marketer is able to relate to the consumer with a story or message. Advertisers also use the appeals of logic, credibility, and emotions to intrigue interest in a company. Coca-Cola’s advertisement, “Falling,” depicts the product as a confidence building companion suitable for young love through a series of logical and emotional appeals that visibly promotes the brand’s credibility.

What does an ad say about a society? When viewing a product advertisement, many people never stop to think why the ad and product appeals to them. However, when a more critical look is taken, it’s easy to see precisely how ads are carefully tailored to appeal to trending values of a targeted demographic, and how that makes it easy to examine the society of those whom the ad is targeted at. In the analytic writing Advertisements R Us, Melissa Rubin provides an excellent example of this, as she crafts a logical and clear analysis of a 1950’s Coca-Cola magazine ad which thoroughly explains how advertisements can reveal quite a great deal about the society in which they were created.

In the reading Advertisements R Us, Melissa Rubin expands upon her analysis of Coca-Colas’ 1950 magazine advertisement, and brings many points to light about how the company uses cleverly crafted advertising tactics to appeal to a specific group of Americans. By clearly communicating her evidence to back up the analysis of the advertisement, Ruben composes a thoughtful and persuasive paper. For example, Rubin explains how simple details, such as the use of their slogan on the vending machine pictured which reads “Drink Coca-Cola - Work Refreshed”, and the placement of “Sprite Boy” in the ad, all work together to send a message that makes consumers want to buy their product. Consequently, because of the evidence presented in her writing, Rubin has crafted a paper that I find logical and persuasive.

Coca-Cola’s confidence in its domination over the soft drink industry eroded, and its advertising slogans began to recognize industry competition: “No Wonder Coke Tastes the Best”. While Coke’s slogans have always centered on the product, Pepsi’s advertisement emphasized the users of the product. Rather than targeting every market, Pepsi focused on the demographic environment. Pepsi foresaw the mass appeal of the youth generation for soft drinks and in 1961 divulged the successful slogan “Now, It’s Pepsi, for Those Who Think Young”. The campaign was such a success that Pepsi’s sales growth outperformed that of Coca-Cola.

In Jib Fowles article, “Advertising’s Fifteen Basic Appeals”, he shows us fifteen ways commercials try to appeal to people around our country. The need for sex, need for affiliation, the need to nurture, need to aggress, need to achieve, need to dominate, need for prominence, need for attention, need for autonomy, need to escape, need for aesthetic sensations, need to satisfy curiosity, and physiological needs. These needs are all how companies appeal to our needs to interest us into buying their product. These appeals can be seen in almost every

In her article “Advertisements R Us,” Melissa Rubin notes that Coke’s message in the ad she analyzes is that “Coke will refresh and unite working America” (249). Her evidence for this is based on several things—for instance, right in the middle of ad sits a large Coke machine and the bottom of the ad explicitly states, “A welcome host to workers—Inviting you to the pause that refreshes with ice-cold Coca-Cola” (249). She concludes her article with the insight that “Coke ads helped shape the American identity,” pointing to the underlying message of the ad that Coke can provide the carefree, joyful life it never fails to portray in its ads to everyone who takes a sip (250).

Picture a long, stressful day where an avalanche of work completely exhausted your energy. The only thing worth looking forward to is coming home to relax while tuning into your favorite television show. In between the show, a commercial comes on to propose an energy drink built to help overcome those prolonged and demanding days at work. Advertisers are known for creating the most influential and effective way to launch their products to the general public. In the article “Men’s Men and Women’s Women”, author Steve Craig suggests that advertisements rely on stereotypes in order to manipulate consumers. Likewise James Twitchell, author of “What We are to Advertisers” strengthens Craig's reasoning by discussing the methods of persuasion that capture their respective audience’s attention to create a good commercial and sell a product. Both authors focus on the different techniques used by the advertising industry. Through their supporting demographic and psychographic evidence, they utilize advertising to show a strong correlation between each other. By using subtitles both authors explain the distinctive stereotypic profiles that are formed just from advertisers constantly examining the target audiences in order to create a connection with the product and the consumer. Twitchell reinforces Craig's position by introducing the different types of profiles advertisers target and be recognizing the effects of the method pathos and logos has

The commercials emphasize Cracker Barrel 's country-style menu and allude to value, Donovan-Cantrell says. "The foods we serve are reminiscent of the foods we grew up on. We tried to create that ambiance, the comfort of that memory. We want to recreate that nostalgia," says Donovan-Cantrell.

Coca-Cola has been around for 125 years with the same logo, taste, and design. Making it one of the most recognizable brands in the world. Coca-Cola’s “Mean Joe Greene” commercial was an iconic Super Bowl XIV commercial in 1980. In this commercial, their goal was to persuade the audience that a bottle of coke can bring happiness and a smile. By choosing a notorious football icon, Mean Joe Greene, to play the mean guy was a great choice. Mean Joe Greene is a hall of fame defensive end football player from the 1970’s. He was known for his temper and cruelty on the field. Thus, the name Mean Joe Greene. He was an excellent football player which is why people loved and still love him till this day. By using all three rhetorical concepts, logos (appealing to reasoning), pathos (appealing to emotion), and ethos (appealing to credibility), Coke creates a motto that persuades its audience to “Have a Coke and a Smile”.

From TV commercials and product placement to billboards and posters, thousands of advertisements bombard the average American every day. To be effective, an ad must attract the consumer’s attention, maintain the public’s interest, create or stimulate desire, and create a call for action. These advertisements can be small enough to fit on a three-inch screen or large enough to cover the side of a building. But no matter what the size, in this world of ever-shrinking attention spans and patience levels, ads have to be efficient in portraying their ideas. In order to successfully depict certain ideas, advertisements rely on shortcuts. These shortcuts usually involve stereotypes. In the media, stereotypes are inevitable because the audience

The commercial also incorporated a presentation of the country's varying sprawling landscapes and metropolitan areas, along with Americans of different ethnicities, races, and families partaking in real life activities. With these elements: a patriotic song, playing on emotion, and an invocation of profound imagery, we see several of the tactics mentioned in both articles tackled in Coke's commercial. So why did Coca Cola receive such monumental uproar, if it made use of some of the fifteen basic appeals that make ads effective?

American’s most savored beverage is beer. It’s one of the top consumed drinks and can be drank for different occasions. Budweiser, one of the most top selling beer companies puts out their commercials to advertise their beers. While their commercials are used to produce sales, what most don’t see is the message they associate when drinking a Budweiser. These commercials often use rhetoric to persuade us. Rhetorical devices are used to be the most effective way to persuade and audience into thinking. Pathos, ethos, and logos are used to make a powerful statement to be successful in their beer sales.

The media and design in the ad helps The Coca Cola Company take on the deeper parts of a person to get to its purpose. They do this by creating an image with the aforementioned pictures collaged together to focus the attention of the

There have been many advertising techniques over the past 50 years or so, but one of these changes is the adaption of ads to the shifting mind sets of people over time. An example of this previous statement is Folgers® Coffee. In the 1960s Folgers® launched an entire series of commercials which were demeaning towards women. The husbands in the commercials always had something witty and humiliating to say about the wives’ coffee, in one of the commercials the husband even goes on to say that the secretaries at his office made better coffee; the wives, sad and defeated, talked to a friend about the problem, prompting the friend to suggest she use Folgers®. The commercial always ended with the husbands’ approval and the wives feeling satisfied for attending to their husbands’ needs and wants.

Target audience: The advertising is aimed at young or mid-aged male consumers. The two major characters are both young men, and they talked about beer-drinking occasions themed with young people, such as parties, golf course, and pubs for cowboys.