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Coca Cola: The Better Company Essay

1242 words - 5 pages

Coca-Cola: The Better Company
Coca-Cola is mostly known for its classic commercials. The purpose of the commercials is to persuade consumers to buy their product. According to the Jib Fowles article, “Advertising’s Fifteen Basic Appeals” the commercials associated with the company uses the need for affiliation in order to grab the consumer’s attention. The need for affiliation is depicted through the friendship, sharing and togetherness between groups of people or between two individuals. The commercial titled “Hard Times” is about greedy millionaire Mr. Burns, from the Simpson’s television show, and his sudden misfortune. The viewer hears a news caster happily reporting on Burns’ ...view middle of the document...

In an iconic commercial featured during the 1979 Super bowl, Pittsburgh Steeler’s “Mean Joe” Greene makes one boy’s day. After a tough game Greene hobbles into the locker room until a boy stops him and offers up his Coke to him. Initially declining, Greene eventually gives up and graciously accepts the beverage. After having a drink Greene smiles at the retreating boy’s back and gives him his jersey. The kid catches the jersey and delivers the famous line, “Thanks Mean Joe”. The commercial closes with the line “Have a coke with a smile. Coke adds life”. The advertisement is considered one of the best commercials because of its simple message that had a huge impact on viewers.
Advertising for Coca-Cola started as early as its invention by Dr. John S. Pemberton. In Jack Hayes’ article “Dr. John Pemberton (inventor of Coca-Cola)” shows how the beverage was first introduced as a “popular nerve tonic, stimulant and headache remedy” (Hayes 1) that was sold by other pharmacists. It was only after the formula was added with sugar instead of wine that Pemberton sold it as a “delicious, exhilarating, refreshing and invigorating soda-fountain beverage” (1). Hayes further explains how it was businessman Asa Chandler, the one who obtained the rights to the formula, that expanded the product into a brand and company by promoting the beverage “into every state territory in the United States by 1895” (3). Through the years, as the development of technology and the obsession with pop culture grew, the company’s methods of advertising Coca-Cola evolved. In the ads today they are more focused on the younger generation. “In Perfect Harmony: Popular Music and Cola Advertising” by Bethany Klein discusses how the cola giants such as Pepsi and Coke use popular music in their advertisements. Pepsi has been known to use famous pop stars like Britney Spears, Michael Jackson, and Mariah Carey in their ads to promote their product. The Coca-Cola website has recently featured Taio Cruz in a competition where rising stars will get a chance to collaborate with Cruz on his next album. The cola giants’ involvements with pop culture prove how versatile and relevant they can be. It also shows the competition, especially between these two iconic soda companies. Devon R. Desai and Spencer Waller’s article “Brands, Competition, and the Law” discusses how these brands are “central to the business world” (Desai and Waller 1). In the economy today it is so important that the American businesses do well. Right now Coca-Cola is the considered the world’s most valuable brand and holds the number one ranking in American manufacturing.
Criticisms for the brand come from the different health associations. Articles like Allison Aubrey’s “Kids and...

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