Analysis of Coca-Cola Taste The Feeling (2016) Advertisement

This paper analyzes the Coca-Cola Taste The Feeling (2016) advertisement that is targeted at the younger crowd. The ad connects Coke to the joy and happiness of Christmas winters and is targeted towards the younger generation. The paper discusses the effectiveness of video advertising, the use of music and graphics, and the emotional benefits of Coca-Cola advertising music. The ad's theme is fun, friendship, and Coca-Cola, and it motivates the youngsters to bring Coca-Cola into their life for the added fun element.

Running Head: ENGLISH 1
Analysis of an advertisement
Author's Name
Institutional Affiliation
Introduction

EDUCATION 2
Advances in technology and the availability of video content across different platforms
witness the emergence of video advertising. Video advertisements are considered the best
regarding drawing user’s attention and leaving a positive effect on the memory and decision-
making of the consumer (Zhang & Yuan, 2018). The location and format of the video ads have a
positive influence on the effectiveness of the video ads. One will come across different ads for
Coca-Cola that are targeted at different segments of the consumers and carry different hooks.
The general message given in Coca ads is of a young, carefree and happy life with Coca-Cola
around. The paper analyzes the Coca-Cola Taste The Feeling (2016) a that is targeted at the
younger crowd.
Coca-Cola is a world famous brand that first introduced Coca-Cola in 1886 at just five
cents a bottle. The leading soft drinks manufacturer in the world boasts of 500 brands and more
than 700,000 employees. Teams of scientists, salespeople, and marketers work for the Coca-Cola
Company in more than two hundred countries (Coca-Cola, 2017). Online advertisements carry a
viral impact, and a lot relies on how they get shared among consumers. The dynamic likeability
nature of online video advertisements will impact the success of a viral campaign (Shehu,
Bijmolt, & Clement, 2016). The Coca-Cola Company with 44% market share leads the
carbonated soft drinks category in the U.S. PepsiCo (Forbes, 2016), is its closest competitor.
There are growing concerns among consumers regarding sugary soft drinks. Despite Coca-Cola’s
stronghold in the market and vast global reach, the company keeps on making attempts to expand
its consumer base with the help of experiential marketing. Coca-Cola has a long tendency of
spreading cheer during the holiday season. The advertising campaigns are not just targeted at
millennials but the whole family. The soft drink giant uses a multi-channel strategy such as TV,

EDUCATION 3
print and social media (Roderick., 2016).
The Coca-Cola Taste The Feeling (2016) advert
The Coca-Cola Taste The Feeling (2016) and lasts for half a minute. The ad starts with a
clear graphic of the coca cola being poured in a glass. Coca-Cola is printed in its signature style
on the glass, and one can hear the clear sound of the fresh cola colliding ageist the ice cubes. The
words” coca cola with ice” are stand out clearly in block letters just below the rim of the glass.
The ice cubes bubble up as the glass overflows with the cold drink. Immediately the ad moves to
the next clip that shows a group of young friends enjoying snow in the outdoors and laughing
and throwing snow on each other. The words” ice with friends “appear in the advertisement. The
clip changes to the next graphic with the words” Friends with stories” and “stories with fire” that
show friends getting together, laughing and a couple getting cozy. Then the graphics turn to a
frying pan and with the words” fire with coca cola.” It shows a young man cooking and drinking
Coca-Cola. It is followed by a scene from a dice that shows people dancing to music and the
words” music with madness.” It is followed by the images of a young couple having fun together
and the words” madness with you” and later” you with Coca-Cola” with the graphic of a young
couple sipping the coal together from the same bottle. The scene is followed by a crystal clear
image of the Coca-Cola bottle as a finger wipes away all the mist. The viewer can clearly read
the words “Coca-Cola with feelings.” Below those words, the letters of Coca-Cola are written in
its signature red font and color followed by the word zero in white. In the last segment, a young
boy lifts the coke bottle and the words” taste the feelings “appear on the screen along with the
logo of the logo of the brand. A cheerful song and music play in the background. The ad
connects Coke to the joy and happiness of Christmas winters and is targeted towards the younger
generation. The “Taste the feeling” ad targets the young hearts.

EDUCATION 4
As the Coca-Cola ad is a video ad, the ad enjoys the quality of a longer viewing duration
and carries a storyline. Thus, the viewers get the advantage of discovering the ad because of the
Video advertising that maintains a higher attention intensity as asserted by Zhang, & Yuan
(2018).
There is a cool and fun ambiance of the advertisement. It realties to all the fun and cool
things in life that one can enjoy with their finds and partners. The presence of coca cola only
enhances those feelings of love and friendships among the youth. There are several wonderful
moments of friendship and excitement. Coca-Cola is part of everyone’s life, and there are no
moments of fun and friendship without Coca-Cola. There are several scenes of friends having
fun together and how Coca-Cola seems to be their best partner in every moment. There are fiery
emotions, cool emotions, fun emotions in the advert.
The advertisement has been designed with a theme, and one can find continuity in words.
Like, the” ice with friends “jump to another phrase” Friends with stories” and “stories with fire”
and later” fire with coca cola.” Then there is a continuity with the words” music with madness”
followed by the words” madness with you.” The advert ends with the words “Coca-Cola with
feelings.” The music and the design of the advertisement go well with each other. The words are
well synchronized with the graphics shown in the video ad. Music is an integral part of a video
ad. The different components of the music like rhythm, melody, and harmony impact our
feelings differently. Thus, music plays an essential role in films and ads. An analysis of the basic
music elements in the Coca-Cola ads reflects that there are emotional benefits tied behind. The
use of music in audiovisual advertising by Coca-Cola arouses positive feelings of happiness and
thus makes strong emotional connections. Coca-Cola always tries to identify its products with
happiness (Sánchez-Porras & Rodrigo, 2017).

EDUCATION 5
Verbal semiotics includes graphics and music in the Coca-Cola advert. There are both
graphics, words, phrases to illustrate the action. There need to be highly direct representations
that create the narrative paths in advertisements (Kodak, Mara& Oketch,2015). The Coca-Cola
advertisements make use of different modes such as color, gestures, graphics, music, and lighting
to create calculating interpretive paths for viewers. There is a strong relationship between the
written material and pictorial elements in the advertisement. It goes on to show that the ad has
been well thought of and the idea is to leave a strong visual impact on the viewers as he reads
those words and makes a connection with the graphics.
There is little white space within the advertisement that is a continuous flow of graphic,
written elements, and the musical background. The graphics jump from one scene to another
effortlessly and weave together a story. The bottle of Coca-Cola, the Coca-Cola glass and images
of young people drinking Coca-Cola emerge in-between throughout the advertisement. Those
graphics remind the viewer constantly about the purpose of the advertisement. The video advert
sends the message that Coca-Cola is not just about fun and quenching your thirst, but also to
satisfy the taste buds.
There are young men and women in the advertisement who are seen with the soft drink
and enjoying special and fun elements with their friends. They are having fun with the snow,
partying, enjoying dancing together or cooking or having a fun moment with their loved ones.
Their facial expressions are happy, and they all belong to the younger lot who are carefree and
happy. The Coca-Cola seems to strengthen their bond together as it seems to be their bond in
their special moments.
The plot of the advertisements is to showcase the life of the youngsters and their carefree
and happy life. The background of the ad tells us that the presence of the Coca-Cola soft drinks

EDUCATION 6
lifts their mood further. The ad motivates the youngsters to bring Coca-Cola in their life for the
added fun element. The theme that runs behind is that of a fun, friendship and Coca-Cola. The
language and techniques sued in the ad invoke an emotional response from the viewer as it
motivates him or her to think about the advertisement. There are laments of fun and excitement
used to generate some emotional response. The words focus on friendship and feelings. The font
used is bright and bold. They are in white and hold good clarity with a darker background.
Conclusion
Video advertising is a powerful weapon that stimulates the targeted audience and impacts
their purchasing decision. The above discussion on the Coca-Cola Taste, the Feeling (2016)
video ad, stimulates the young consumers to believe in the taste and fun of the Coca-Cola drink.
Coca-Cola makes use of effective elements and strategies to impact and concept to the targeted
audience. The music, the sound, the graphics, and the words have been used strategically in the
ad make an overall global appeal. The symbolic and iconic components of the ad appear all
through the ad as the red coke bottle. The logo towards the end acts a rhetorical device. The
creative strategy behind this ad impacts the consumers and attracts them towards the fun and
happy moment in the ad that they can relate to. The music and graphics move fast but in tandem
with each other. They keep the viewer interested in the advert and keeps the idea of fun, coke,
and happiness alive at all times.

EDUCATION 7
References
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