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Coke Heist Commercial as an Effective Ad - Essay Example

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This paper "Coke Heist Commercial as an Effective Ad" focuses on the three criterions which the author believes are the best gauge for an effective commercial. His goal is to bring these criterions into the advertising discussions by connecting them to the success of Coca-Cola advertisement. …
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Coke Heist Commercial as an Effective Ad

Download file to see previous pages... My goal in this paper is to bring these criteria into the advertising discussions by connecting them to the success of CocaCola heist advertisement.
To achieve this goal, I have divided my essay into three subsections. In the first section, I put emphasis on the importance of the music in the commercial. In the second section, I discussed the environmental setting of a commercial and in the third section, I expounded the need for a collaborated teamwork in production. I end my paper with questions that need to be answered in another research.
1. Soothing music. According to advertisers, the role of the music in an advertisement is to increase the effectiveness of communication. When there are no lyrics in the music, advertisers said that music has been assigned a dominant role to carry the message of the ad. (Alpert & Alpert,1991, pp. 232-238 ). Listeners relate to the appropriateness of the music to the ad. For instance, popular rap sounds are not appropriate for the Coke heist ad and is not fit for the concept.
a. Impact. A musical structure consists of elements such as sound, harmony, melody, and rhythm. The impact of the music could be seen from the consumer’s perception of whether it is fit or does it relate to the central idea of the ad. We see that consumers become receptive of the ad when the music brings forth pleasant thoughts and association, memories and imagery and what is important for an advertiser is whether there is the positive or negative association with the ad. My own perception of the music is it creates an element of suspense that thrills me to wait for the end of the commercial. It is funny, It excites the imagination, but not soothing because it is not calming. A soothing music is calming and pacifying.
2. Environmental setting. I find that setting is very important in commercial and preparation because it provides a sense of direction and purpose.
Coke, in this commercial used systems, thinking that utilized non-traditional designs and setting and was able to project a holistic environmental issue of the insects interacting with people and reacting to thirst and happiness.   ...Download file to see next pagesRead More
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