Analysing an advertising - Coursework Example

Coca Cola Advertisement Features Coca Cola Advertisement Features Introduction With the increasing competition in the modernbusiness world, many businesses are opting to spend a worthwhile amount in developing effective advertisements. Ensuring that the developed advertisement plays its role in persuading the target market to try a certain product needs expertise in the use different advertisements strategies and elements. This paper will focus on the analysis of a selected Coca Cola advertisement highlighting the different promotional elements and how they are used to persuade the buyers to try out the Coke drink.

An image showing one of the Coca Cola adverts chosen for analysis in this paper.Retrieved on 2nd June 2014 from http://pingmag.jp/2008/05/30/steven-wilson/ Message Theme In an advertisement, the message theme is the central idea whose purpose is to promote awareness of the brand. Many advertisers use the theme to create a remarkable impact. When used effectively, the theme has the potential of associating with the brand instantly. Themes may make use of objects, celebrities, music and other aspects to convey the central idea.

As evident in the image above, Coca Cola makes a good use of objects in a bid to create curiosity in many buyers. The image above consists of a Coke bottle and multiple colours emanating from the bottle and eventually forming a beautiful smiling face. This serves to create curiosity in many buyers who feel persuaded to try the product and ascertain whether it can cause such effects (Cook, 2001). Leverage Point Leverage has been defined as the intervention system of an advert. It involves communication of certain values that the product being marketed has.

These values may impact an individual’s personal values. Such impacts may serve to convince the individual to try out the product. In the image above, the use of the terms “Live” and “Life” define a unique feature in the advert which makes people try out the product as it imparts a measure of value in their lives (Cook, 2001). Appeal The Coke advert above uses the bandwagon and glittering generalities appeal. This is because the image represents a bottle with a burst of multiple colours and a smiling face incorporated in the midst of the colours.

The fact that the bottle has the words “Live on the Coke Side of Life” but does not provide a reason for this choice is a tactful use of the glittering generalities appeal (Plunkett, 2008). Executional Framework Executional framework denoted the specific manner in which an advert presents its appeal. In the case of the image above, the executional framework is fantasy. This is because it serves to make an individual fantasize on the miraculous uplifting resulting from taking a Coke drink.

Tag Line The tag line in any advertisement comprises of several words which can draw the attention of the target population. In the Coke advert above, the tagline is “Live on the Coke Side of Life.” Notably, the word “Coke” appears in a bigger font than the other words emphasizing the brand (Cook, 2001). These words have the potential to persuade an individual towards trying out the product. Message Strategy The Coca Cola advert utilizes an emotional message strategy. This is because of the smiling face incorporated into the burst of colours.

Moreover, the image gives the impression that the face is smiling because of the evident uplift caused by the drink. Therefore, the message evokes certain emotions in an individual (Plunkett, 2008). Conclusion As described above, the use of different features of advertisements determines whether the advert achieves its purpose in persuading the potential buyers. The six aspects described above contribute to the success of the Coca Cola advert. As presented in the discussion, the use of all the features effectively serves to place emphasis on the message intended to be perceived by the people.

From the above analysis, Coca Cola proves successful in the use of the different elements. ReferencesCook, G. (2001). The discourse of advertising. London [u.a.: Routledge.Plunkett, Jack W. (2008). Plunketts Almanac of Middle Market Companies 2009: Middle Market Research, Statistics & Leading Companies. Plunkett Research Ltd.