Example Of Essay On Coca-Cola

Through the years, Coca-Cola slogans and advertisements have always been interesting and memorable. The images and messages that Coca-Cola use in its advertisements never fail to appeal to both drinkers and non-drinkers of Coca-Cola. Below are two images of Coca-Cola advertisements. Both image A and image B make use of the word “real” which has somehow been attached to the product. In image A, a bottle of Coke is shown and the underlined sentence “It’s the real thing” is written on top. Obviously, the advertisement wants to put emphasis on Coke as being “real”, thus, underlining it. In image B, there is no bottle of Coke in the image but it shows the word “Coca-Cola” with the famous Coke red color in the background. The advertisement also shows the phrase “make it real” at the bottom of the image. Based on these two advertisements, it can be concluded that Coca-Cola wants to emphasize its competitive advantage by using the word “real” in all its promotional campaigns.
An analysis of both images shows how the Coca-Cola Company values and “owns” the word “real”. This means that they will be using this word in all or most of its campaign materials because it has an effective recall. When readers or viewers see or hear the word “real”, what comes to mind immediately is Coke. “Real” may mean real taste and not something which is artificial or a flavor that was simply copied from competition. “Real” also illustrates that drinking Coke is a real experience which one can share with family and friends on all occasions. Coca-Cola wants to achieve an image of genuineness in its role in the lives of its drinkers. Putting the word “real” in its advertisements is a very effective strategy because people will have the perception that if it drinks another brand of soda, what they are drinking is not “real”, it is a cheap imitation, a fake or an unnatural product. One also thinks that the effectiveness of the two images of the Coca-Cola advertisements rely on their simplicity. There are no extra words or images in the advertisement; thus, the viewers are not confused, but instead they are focused on the main message. What is essential is they see the brand name and its competitive advantage or its unique selling point, which is, that the product is “real”.
Image A Image B