Deconstructing a print advertisement

The Coca-Cola print advertisement is targeted at a group with a variable age, focusing on those ranging approximately between 13-65.The image is promoting the drink which could possibly be found in a common magazine, poster, or public area such as a bus stop or on a bus itself.The advertisement uses techniques including star power, colour, font, text, and persuasive language to attract the target audience and sell the product at hand.

Famous stars including The Beatles, Elvis Presley, Marylin Monroe, The Rolling Stones and many other classic icons are placed across the bottle. Coca-Cola is promoting itself through the status of those placed on the bottle. The star power brings the status of the ordinary Coke up and it is seen in another light. It successfully convinces us that Coca-Cola is in fact a classic and should be among those stars. Leading the audience on to believe that they are drinking something that is more than what it actually is. It appears that if you drink a ‘Classic’ bottle of the Cola, you in fact are really drinking a part of classic popular culture, which ultimately isn’t the case. The star power effectively persuades and gives more than the reason of thirst to purchase the product.

The colour palette of the advertisement is simply red and white, those two colour’s coincidentally are the colour’s associated with the brand Coca-Cola and majority of it’s franchise. The vibrant red of the bottle against the white of the background draws the attention of the potential buyer and leads us on to register what is being conveyed. The white colour of the background could be argued to be a potentially ‘Classic’ colour. Symbolising and tying in with the ‘Classic’ reputation Coca-Cola had achieved over its many years of business.

The font of the text, “A classic never goes out of style”, is the same as the text which reads “Coca-Cola” placed in the center of the ad which draws the most attention. This once again links back to the product, the text is the same font as the Coca-Cola label as advertisers want the positive message being said, to be associated back to their product. I believe that advertisers have indeed highlighted and linked the message back to the product itself effectively.

Although the text “A classic never goes out of style” can be associated with the product using the repetition of the font, the text itself and the meaning it withholds isn’t always true. The text is more of a stereotype, it is expected for a classic to never go out of style, but that doesn’t necessarily mean that it wont. The text is almost trying to reassure its target audience that Coca-Cola wont and effectively can’t go out of style as it is being compared to legends like Marylin Monroe herself.

The fluency and power that the persuasive text inflicts really does show the target audience another way of viewing the once ordinary Coke bottle. Something so ordinary, so normal is being associated with something as unique as The Rolling Stones. It effectively makes you think about how large the brand really is, and how it could so easily be considered a ‘Classic’.The persuasive text is then proved with the image of the Coca-Cola bottle entwined with the greats of our history. The positive text of reassurance, using key words such as ‘Never’, highlights the point of the advertisement and emphasises how so many of us can overlook things in our society because of how ordinary they’ve become.

With the simplicity of the ad and with the heavy meaning the persuasive text carries, I believe that the print ad successfully appeals to its target audience and carries of its message well, willing us all on to buy the product. Image


7 thoughts on “Deconstructing a print advertisement

  1. This is a very thoughtful and well-written analysis. It’s true how those celebrities aren’t ‘normal’, they’re ‘classic’. Really interesting… just remember when you put a picture in, not to put it half-way through a sentence… product 🙂 Overall, great job!

    Kind regards

  2. Your deconstruction of this ad has effectively pointed out the advertising techniques used to sell the product, and will definitely stop me from buying the coke bottle just because I think the packaging is cool. I like how you spoke about how the Coca-Cola company are trying to persuade you to buy the product by saying it’s a classic, as it is a very interesting technique to use. To further strengthen this piece, I would have talked specifically about how the popular icons on in the ad, just by themselves, may persuade consumers to buy the product. Overall, I think this is a great deconstruction that discusses all the most important techniques used effectively.

  3. I really enjoyed reading this post as it was successful in explaining the main elements used to make the Coca-Cola advertisement effective. I never thought an ad with just one coke bottle on it could have so much more meaning to it. To further strengthen this piece I would suggest setting the target audience on a particular group of people rather than an age group. I don’t think there could have been any other room improvement and I thoroughly enjoyed reading your blog post. Thanks 🙂

  4. This is an excellent, detailed, well-structured piece. Your intro and analysis of the star power are very strong. When discussing colours, remember that when colours is plural, it doesn’t need a apostrophe. Sophisticated use of language, such as ‘vibrant’ – well done. When you refer to “A classic never goes out of style” you could talk about the links between these classic iconic personalities, and the classic product that is coke – coke is creating a symbolic link between itself and these pop culture icons. You do say this – but this could possibly be made a little clearer. Overall, an interesting choice of ad, which made for a thoughtful and considered analysis. Well done!

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