1936 Coca Cola Print Advertisement - Essay Example

1936 Coca Cola Print Advertisement Nowadays, advertisements in its various forms provide helpful information that will not only share thoughts at its finest creativity but will also capture attention and provide a lasting impression. Modern it may seem, the idea is not as new as people have ever thought. The early 20th century was considered to be the early years of modern advertisement (as cited in Marchand, p. 1). The ancient ways of messengers saying out loud information was dramatically transformed through printing and posting colorful and message-entailing posters for the general public to view. One of the evidences that we can take a look at is Coca Cola’s 1936 printed advertisement. To tackle more details about the advertisement, the poster contains images of two women holding different groups of purchases each. One held elegant clothes sold at a sale price. However, this particular woman’s view was not solely concentrating on the products she acquired but to the other woman drinking a glass of Coca Cola product. There were purchased items directly related to the second girl but were placed aside. A Coca Cola logo was placed at the top left corner of the ad with a catchy Red color scheme and a short but catchy phrase worded as “’A good idea’…A pause for energy giving refreshment” can be noted below the images. An image of an opera conductor was also placed beside the ad’s catchy phrase to add accent to the plane words placed. The poster’s dimension is 6 inches by 10 inches in a horizontal manner (as cited in Adclassix.com). The advertisements produced during 1920’s and 1930’s are mostly dominated by male creations, since the orientation during this time comes with the masculine complexity towards femininity (as cited in Marchland, p. 1 footnote). Looking at the bigger picture, most of the advertisements during the specified years indicate the influence of men in more subtle feminine concepts with the usage of colorful and unique prints. This has also been the time wherein people are trying to adapt with the modern world, where buildings are being built higher than what has been built in the past and people are getting used to modern clothes and concepts (as cited in Marchand, p. 2). This maybe is the reason why advertisements in the past contain images of people having a good modern life, where shopping has been introduced to different kinds of people. It has become self portraits in order to convey the messages of modernity. This is why ads contain pictures or portraits of people to get attention from the general consumers. There was an issue about flouted morality during this time (as cited in Marchland, p. 4). Thus, most of the poster advertisements created by big companies tried to preserve what is traditional but were entangled with a slow show off of modernity. It can also be seen in the particular advertisement cited. The concept of buying clothes by women are not common during these times, especially when conflicts arises about the impending world war, there were some who denied the fact that this kind of activities are necessary. That is why; the image of this particular advertisement seems to show an opposition of the trend happening at that time. It was bold enough to create an image that women were still capable to do the things that ought to do during this time. The good point about this is that they slowly introduced safety and slowly erased fear in the majority of the women population. On the other hand, the concept of a male-dominated society was not taken for granted as the poster was created. An image of a male opera conductor was included to convey an equal treatment between the two genders. The male object indicates the importance of men in the slow liberation of women in the society. It provides a clear intention of making masculine concept bold and important in producing the advertisements. Looking at the totality of the printed advertisement and comparing it with the printed advertisements of the contemporary era, it can be seen that there are more similarities in conveying information and catching attention. Firstly, both eras use colorful schemes that were important to catch the attention of persons passing by. The bright color schemes and hues were an upgrade of the old version of black and white advertisements. Secondly, the incorporation of worded information is still being used to provide information to most individuals. These are primarily helpful in clarifying doubts about the message that might be drawn from the image alone. It will also serve as a guide in showing what should be the thought to be created in every each viewer. Thirdly, the intention is clear and bold. In the early 20th century and this contemporary period, both created information that are easy to be understood and are directly shown. They will not make any advertisement that will be time consuming for the viewers in analyzing the image included. These are the things that are similar in two different times. On the other hand, there are some concerns that were changed as the time pass by. The usage of long details in the posters was not included in this modern world, so as to decrease the time spent in reading. What was being done by advertisers is to provide a clear and information reach picture without texts to instill the message inside every individual mind. This will lessen burden for the consumers’ part but will increase understanding as well. To place everything in a nut shell, it is clearly understood that modern way of printed advertising originated in the early 20th century. Until this contemporary time, these concepts are still being used by advertisers. The catchy color schemes and the usage of portraits still exists up to this modern era. Moreover, the concepts and the manner of production of these advertisements are still the same up until now. Most of all, the intention of creating advertisements are relatively interconnected in such a way that both types of printed advertisements convey information in a catchy and well presented manner. There maybe changes but the details are small enough to be noticed. References Marchand, R. (1986). Advertising the American Dream: Making way for Modernity 1920-1940. University of California Press. Pages 1, 4 Image Source: http://www.adclassix.com/a3/36cocacola2.htm Read More