Coca-Cola advert analysis:

Picture One.

Picture two.

 

 

Picture three.

How does the print advert appeal to the target audience?

All of the Coca-Cola adverts advertise the same product which is ultimately the drink. So therefore, in order to get different people to drink the drink they in conclusion, need to change the target audience in each advert so that they cover everyone whether they are middle-aged men, families or teenage girls.

This particular Coca-Cola advert I would say is targeting the older generation. I think this because the actual mean image of this advert which is a bottle is masked with famous celebrities such as Marilyn Monroe, Elvis Presley and The Beatle, ect. This makes it appeal to the older generation because bottle itself is showing celebrities from the older generations past when these celebrities were popular celebrity icons.

The psychographic groups that this group would appeal to is the resigned because generally the resigned like to celebrate the past and enjoy traditional, classic things so by using a bottle with all these old celebrity icons it would attract reformers as they would feel comfortable and familiar around this product because it would be from an era that they would remember well as from their younger years.

From looking at the slogan I can easily tell a little more about who Coca-Cola are trying to target because especially the ‘A’ reminds me of the 1950s-60s era. But the slogan also relates to what the slogan is actually telling us because even now in 2013 that particular font still looks stylish.

This therefore shows me and makes me think that although these are fairly old celebrities some being not even around today they are still stylish and classic with many people nowadays still looking up to and having them as role-models so therefore, this shows me that Coca-Cola is using this to show that it too will never go out of style and will forever be a classic. Another reason why by using ‘Classic’ as a way to gain more customers would be that because Coca-Cola has been around for a long time and therefore, some people could say it was a classic it would make people believe that because it has been around for a long time that it must be good otherwise it would have gone out of fashion and people would of stopped drinking it.

 

The second Coca-Cola I will be looking at is the Christmas edition – Holidays are coming version. I think that this advert would be targeted more towards families because mainly although others may enjoy Christmas when we think of Christmas we generally think of being with our families and/or when we was much younger because back then the whole idea of Christmas was much more exciting and fun. Also, I know from experience that when I was younger and when this advert came on I got very excited because to many people when this advert in particular comes on in November/December you know Christmas is on its way.

I think although this advert may also appeal to others that the main psychographic group that it is targeting in the mainstream because these are everyday people who live in the everyday life. They generally respond to big, established brands that put forward the idea of family which I think a perfect example would be Coca-Cola and especially its Christmas edition advert.

I think there are a few main conventions which are really important to this advert. One of which is the big, red truck which says Coca-Cola with a Santa drinking a Coke on the side. This is because I think that this itself is one of the main conventions which are targeting families because for example, it could have many different meanings it would appeal to children because there is a Santa on the side, mums tend to like anything that would keep their children entertained for even a few minutes and dads stereotypically generally like anything to do with vehicles so therefore, it fits every ones needs.

When this advert is played during Christmas is makes me feel much more excited and ready for Christmas then I felt before it is played. For example, one of the reasons it makes many people more excited because it takes you back to when you was younger because for instance, like the first advert I spoke about this Coca-Cola advert is also a classic but for a different reason because it feels like this advert has been around forever but it is hard to ever get bored of this advert because in a sense it means something to everyone as it takes them back to when they was younger.

This advert makes its consumers and target audience feel that the brand Coca-Cola is a family orientated brand that could be drank by the whole family. And the conventions used help it achieve its purpose of targeting families because they’ve kept everything fairly simple, it is all one colour that everyone is familiar with and red generally along with green is one of the colours that you associate with Christmas and the festivities. Also, still talking about the colours red would be familiar with young children around Christmas because it is the colour of clothing that Father Christmas wears. The main image which is the truck also as it has Father Christmas on the side so it could be interpreted as Father Christmases slay. Which would be delivering and carrying presents showing that the company is trying to suggest that they are delivering Coca-Cola which they are symbolising as presents?

The whole advert itself is trying to give off a magical feel because not only is it using the Coca-Cola truck as father Christmases slay, it is also including sparkles around the advert which many children would associate with fairy dust. This gives the whole advert a more magical feel which would make children want to buy Coca-Cola more because they would believe that by drinking it they too could possibly become magic from the fairy dust. Therefore, because the children would want Coca-Cola so much because of the advert then they would ultimately bug the parents or careers more to buy Coca-Cola, which the parent would because they would want their children to be happy and to also keep the children quiet.

 

The third and final Coca-Cola advert that I will be analysing is the advert with the penguin stealing the man’s drink of Coca-Cola on the beach.

I think that this advert in particular would be targeted to either young adults to middle aged adults who are very materialistic. I think this because, for one this advert is set at the beach and most materialistic people like the be browned and tanned so by setting the advert at the beach it would mostly appeal to people who are either materialistic or like to travel around a lot. Therefore, because of this I think that the psychographic group that Coca-Cola are trying to target with this advert are aspirers because they are people who care what others think of them and how they look so in conclusion, this advert would appeal to aspirers because they are materialistic and care about how they look so by setting it at the beach it would show them that wow they would be able to show off their beach body, wear a pretty bikini and be able to get brown and tanned all of the things that they would want.

One of the main conventions of this advert is the main image which is of a man sunbathing by the sea when he goes to get his drink which is of course Coca-Cola only to find it missing after a penguin sitting behind his chair had stolen it and is drinking it for himself. This reveals that the brand Coca-Cola is trying to use comedy as a way of bringing in customers.

When looking at the advert you first thing you notice is that the beach with a man sunbathing. It is not until later when you start notice the mans actions and how he is quite disturbed and looking behind for something that is not really there that you realise that there is a penguin behind drinking the drink that the man must have been looking for. This leaves the person looking at the advert in a state of shock and properly finding this quite humorous. Also, not only that but it also leaves me thinking what is a penguin doing on a beach? This factor not only adds to the humour but makes me feel that is a penguin would travel all the way from the Antarctica to the hot beaches of the western world just for a drink of Coca-Cola then it must be good.

However, when we think of beaches like I said early you think of beach bodies and tans. So the company Coca-Cola might be trying to say that if you drink Coca-Cola then you are going to get an amazing beach body with a lovely brown tan that you can strut around the beach in with your numerous bikinis and swim suits.

I think that if these conventions are true and that these are the ideas that Coca-Cola are trying to put forward while advertising Coca-Cola in this way then it would help the advert achieve its purpose of targeting materialistic, aspirers because by using the beach and the humour of the penguin that has travelled so far to get this Coca-Cola then this choice of audience would defiantly want to start to buy and drink Coca-Cola because they always want to be in with the crowd and be the first to get everything that they know is either popular or with be popular in the near future and as we know Coca-Cola is a very popular drink that people all over the world has been drinking for a long time and properly still will be drinking even in the future as new flavours and styles of cans and bottles continue to come out and appeal to every audience possible.