The purpose of this discussion is to investigate the rhetorical strategies used in two different Coca-Cola commercials. These two commercials will be referred to as the “Sleepwalker” commercial and the “Open Happiness” commercial for clarity. Each commercial utilizes a different rhetorical strategy and appeals to a different segment of the population. The “Sleepwalker” commercial—first played during the Super Bowl—is meant to be a comical look at the appeal of the product. Of course, there is something silly about the fact that the man is walking across the African savannah to get a coke—however, it is also an appeal to the “magic ingredients” of Coca-Cola insofar that the man narrowly escapes doom as he walks in the dangerous wilderness. The message that is sent that this is a “man’s man,” and he drinks Coca-Cola. It is a message that is sent because of the forum in which this commercial was first presented: the Super Bowl has a predominately male audience. He is portrayed as a man who can tame the wilds of Africa, and does so purely for a coke.
The “Open Happiness” commercial, on the other hand, presents an image of cool, attractive young people having fun. This commercial implies that if the viewer wants to be like the young people in the commercial, he or she needs to enjoy Coca-Cola products as well. All the people in the commercial are extremely fit and happy; this commercial is selling the viewer on the idea of happiness. This use of transfer to sell the idea of happiness and excitement is a common theme in Coca-Cola commercials; even the “Open Happiness” slogan is part of their movement to make Coca-Cola products appear young, inviting, and exciting.
Work cited
YouTube,. 'Coca-Cola Australian Summer Commercial 2009/2010, Open Happiness'. N.p., 2015. Web. 1 July 2015.
YouTube,. 'Sleepwalker - Coca-Cola Commercial'. N.p., 2015. Web. 1 July 2015.
