Rubins analysis of Coca Cola’s ad explained that Coca Cola used ads based on the values of time. This means that throughout Coca-Cola’s history, they have changed the ads based on how America’s working life was. She eventually leads up to this conclusion by first explaining the significance of the 1950’s ad. She makes most of her conclusion based on the people below the vending machine that are all smiling and having a good time and then directing your attention to their appearance. It showed 3 men in different military branches, and two men who were working citizens. She notes that there are no women because the ad was directed toward men for the reason of work. Workers being (mostly) men, and not women allowed Coca-Cola to use the slogan “A welcome host to workers” which explains their target audience at the time.
Later in the essay when Rubin explains how the values of time affected the intended audience. She gives an example saying that instead of going after the workforce and the American identity, Coca-Cola would probably go after a more ethnic audience today. So instead of paying detail to clothing, work position, and events, they would instead go after a younger and more diverse skin colored audience who are all happy and would mainly appeal to modern society.
No comments:
Post a Comment