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Coca Cola Promoting cocaine - Essay Example

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Firms are seen to utilize the platform of advertising to not only generate product awareness but also to propagate socially…
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Coca Cola Promoting cocaine
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Download file to see previous pages Focus has also been given upon how the company had dealt with different allegations arising out of its controversial advertisements and the messages which it was actually trying to put across. The paper analyses the advertisements from the perspective of who, when, where, what and why. Additionally some of the marketing characteristics associated with the advertisements have also been analysed vividly.
Diet cokes new ad campaign featuring the tag line “You are on Diet Coke” is seen to be drawing much criticism as many claim that the ad is seen to be promoting cocaine and is in reference to the drug (US magazine, 2014). However, the company officials dismiss the claim and states that The Coca-Cola Company in no way endorses any kind of drugs. Diet coke has been receiving a number of such viewer criticisms since its inception into the American market. Consumers feel that the manner in which Coca-Cola promotes Diet Coke is supportive of illegal drugs such as cocaine. The tag line “You are on Diet Coke” is depicted in a manner such that the word “Diet” is less visible. The line appears more like “You are on Coke”. Consumers claim that the advertisement refers more to cocaine rather than the drink itself. Many debates were aroused in respect of this advertising campaign. Critics claim that the company’s promotional tactics misdirected consumers (US magazine, 2014).
The Coca-Cola Company was also very recently caught up in a controversy relating to its recent Super Bowl advertisement. Viewers claim that the advertisement sends across a message which is racist in nature as it was broadcasted in multilingual versions. The advertisement’s tagline is “America is Beautiful”. The company responds to such controversies by stating that the motive of the advertisement was to send across the message that America is beautiful because of its rich diversity. The advertisement has also ...Download file to see next pagesRead More
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