Advertisement Analysis
Coca-cola "America is Beautiful"
1.1 Background:
Coca-Cola advertisement “America is Beautiful" is a 60-second advertisement. The AD(advertisement) was directed by John Hill coat, composed by Robert Miller and produced by Skunk Productions. In this advertisement, the company is promoting a well-known product Coca-Cola.
1.2 Target audience:
Target the age group from around 13 to 40 for their marketing campaigning, the brand succeeds in reaching them, through partnerships with restaurants, fast foods such as McDonald’s, subway, burger king, papa john's, etc.
1.3 Primary informational message:
Primary information message in this theme can be observed in two folds. Firstly the message is that coca cola is a global drink popular worldwide, secondly, it also shows that America is a country of multiracial people, who believe in living in harmony. This drink is a common factor to all of them as described.
1.4 Secondary messages:
This advertisement gives a message about the Coke Classic. It had celebrated many kinds, colors, lifestyles, and origins of Americans who are nonetheless one. Over the scenes of these many Americans, They project a range of American faces, young, old, brown, white. Coca-Cola’s main strategy for selling this commercial to the public was the idea in Americans that unity is there in diversity, this experience is what makes America truly beautiful.
1.5 Advertising claims:
Coke’s “America is Beautiful,” campaign fed off of the fundamental fact that America is an enormous country of all different types of culture and languages. They made this AD using different languages to show unity among the people of America and languages are no barrier. The song in the background of advertisement is sung by small children they selected those children who can speak two languages with the fluency.
2.1 Characters:
It showed us a range of American Hispanics, cowboys, Muslims, Jews and Asians – were all completely united by their identity as “American.” Although they come from different background. Coca-cola first time show two gay couple in their advertisement to show they are part of America.
Describe your image
2.2 Setting: New Mexico
In this advertisement they have selected the place open to expensive scenes from the west of the Pacific shore to the desert in the southwest, scatter along with everyday American neighborhoods, cityscapes, and tucked-away cafes.
2.4 Sound:
In this advertisement, the Christian patriotic anthem is the song sung by female children in different languages and its theme is unity.
2.3 Copy:
They have to use the coca-cola classic bottle as the logo for the advertisement and the slogan was used in America is beautiful
2.5 Visual:
They have shown happy moments of the people who live in America, how they have adopted “Coca-Cola” in their normal life. The whole concept is shot in North America in general and Mexico in particular.
2.6 Color and lighting:
In this advertisement, all characters appear in natural colors and lighting. Actually, the director Hillcoat (who handles the production houses Skunk in the U.S. and Stink in the U.K) love to shoot people in a natural way rather than storyboarding.
2.7 Point of view
In this advertisement, they have shots from the different type of camera angles like low angle, high angle and closeup
Problem Solving
I have the intuition, creativity, and confidence to tackle problems
Time Management
This enables me to work smarter so that I can do more work in less time
Leadership
This give me strengths and help me to guide my team members to achieve goals
Creativity
I can visualise to generate new ideas to solve complex problems in interesting way
Problem Solving
I have the intuition, creativity, and confidence to tackle problems
Time Management
This enables me to work smarter so that I can do more work in less time
Leadership
This give me strengths and help me to guide my team members to achieve goals
Creativity
I can visualise to generate new ideas to solve complex problems in interesting way
Describe your image
These three scenes show that they have used different type of camera angles to shoot the advertisement in different places.
2.8 Details and accessories:
If you see in the advertisement, people wear a different type of clothing as per the place, cowboy wears denim jeans and a denim shirt with a cowboy hat as this is his original outfit as shown in the advertisement. Apart from cowboy, the director has shot original people and they are wearing normal clothing.
3.1 Intended and unintended effects:
The company knew that conservative people will be hurt by this advertisement, that created controversy among the people. The advertisement has worked as the company wants because they know young people are now multicultural and in America there, more multicultural younger generation than any other country had ever seen.
3.2 Personal reaction:
This was a controversial advertisement in America. Many Americans get emotionally hurt but some feel good about it.