In this Superbowl Coca Cola advertisement, the song "America the Beautiful" is sung in quite a few different languages. Accompanying the song are images of American families of all different ethnicities. The advertisement displays just typical scenes like people eating, playing, or traveling. It begins with a classically "American" scene of a man in a cowboy hat and ends with a symbol of a Coca Cola bottle with the #AmericaisBeautiful. Throughout the ad., there is also subtle Coke advertising as the people are portrayed holding Coca Cola bottles in some scenes.
Coke mainly plays upon an appeal to pathos in this ad. Through the use of "America is Beautiful" and its depiction of the "American melting pot", it strikes a feeling of patriotism. The strong emotion associated with patriotism then serves to make the ad. more memorable.What's interesting about Coke is that it doesn't need to use explicit advertising, since most of the world already knows its product. The more understated ways the product is expressed in the commercial give the ad. a somewhat bigger purpose of celebrating the diversity of America, and not just promoting Coca Cola. At the same time, this ties Coca Cola with being truly an "American" drink.
Coca Cola's ad. is effective mainly because it targets the right audience. This ad. was shown during the Superbowl, which is considered as a pretty important yearly event in the U.S. Americans all over the country are watching, so the ad. is very easy to relate to since it's celebrating the beauty of the very country that the most of the ad's audience is from. And just as America is proud of its football, it's also proud of its diversity. By basing the ad. off this fact, Coca Cola successfully creates a strong emotional association with its product. Of course, it also adds the #AmericaIsBeautiful to keep people buzzing about the ad. on social networking sites even after the superbowl, further spreading the product.
The Coca Cola company was founded in 1892 Asa Griggs Candler. The current CEO of the company is Muhtar Kent.
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