Aesthetic Advertisement Campaigns for Fanta - Marketing Report

This report provides an analysis of Fanta's advertisement strategies, focusing on the aesthetic appeal and cultural relevance of its campaigns. It begins by discussing the fundamental theories of advertisement, including the mediation of reality, shifting of loyalties, and the use of hidden messages. The report then examines Fanta's past advertising approaches, highlighting the use of strong color schemes, catchy taglines, and narrative storytelling to create brand awareness and engage consumers. The core of the report proposes a new advertisement strategy for Fanta, emphasizing the importance of aesthetically pleasing and culturally relevant campaigns. It suggests the use of additive colors, contrasting designs, and the creation of new symbols to associate Fanta with fun and enjoyment. The report also stresses the importance of selecting appropriate distribution channels and ensuring that advertisements do not offend any culture, race, or group. The conclusion emphasizes the effectiveness of aesthetic and cultural advertisements in promoting products and services, and reiterates the importance of using aesthetics in Fanta's future marketing campaigns to attract and create a positive impression on the target audience. The report references Venkatesh and Meamber's work on marketing and cultural production.

Running head: AESTHETIC ADVERTISEMENT CAMPAIGNS FOR FANTA
AESTHETIC ADVERTISEMENT CAMPAIGNS FOR FANTA
Name of the Student
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1AESTHETIC ADVERTISEMENT CAMPAIGNS FOR FANTA
Executive Summary
In this paper the advertisement theroies and concepts are discussed, with the old campaigns
of Fanta and how the company can have new advertisement campaigns that are aesthetically
and culturally relevant by using a colour scehme that showcases tha company’s beliefs and
ideologies, use music and tunes that are catchy and grab the consumers interest.

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Table of Contents
Introduction................................................................................................................................4
Discussion..................................................................................................................................4
Fanta Old Advertisement Strategy.........................................................................................4
New Advertisement Strategy of Fanta...................................................................................5
Conclusion..................................................................................................................................6

3AESTHETIC ADVERTISEMENT CAMPAIGNS FOR FANTA
Introduction
Advertisements are ways of providing information on various subjects like ideas,
ideologies of a company, person, politician, political party or charities. It helps in increasing
the brand awareness and image of a company. Repeated advertisement creates a huge impact
on the minds of the people. In this report, the advertising justification for Fanta and an
advertisement campaign is created.
Fanta is the second largest beverage in the non-cola segment outside States of
America. It is the second oldest brand in the Coca-Cola Company. It was founded in the year
1940 in Germany. The campaigns that have been designed by Fanta has always been
aesthetically pleasing and narrative.
Discussion
Fanta Old Advertisement Strategy
There are numerous theories to advertisement which help in building a campaign the
suits the objective of the company. Advertisement campaigns follow these theories to
resonate with their ideas and ideologies. The theories of advertisement include the mediation
of reality, shifting of loyalties, magic of meaning, hidden message and the imitative desire.
Mediation of reality when the advertisement is integrated with other media and is culturally
appropriate to the environment. Loyalties of the people can shift from advertisements and
create different loyalties. Magic of meaning can be defined as the message that touches the
values, emotions and the spirits of the people. Ads also have hidden messages that sometimes
mislead the consumers. Imitative desire is the process a person wants to imitate the person in
the advertisement and use the brands that they are using.

4AESTHETIC ADVERTISEMENT CAMPAIGNS FOR FANTA
Advertisement campaigns of Fanta have an aesthetic appeal to them. The create
advertisements that appeal to the people and are aesthetically pleasing. They have strong
colour scheme that instantly grab the attraction of the consumers. Their taglines and jingles
that have been used have been catchy and grab the attention if the people. Fanta uses cartoon
figures of people, mainly teenagers that enjoy the Fanta life. The company has termed Fanta
to be a synonym of fun. The advertisements have a narrative to them that tell a story about
how it is fun and exciting to drink the beverage.
New Advertisement Strategy of Fanta
The new advertisement strategy that Fanta must create must be aesthetically appealing
and culturally relevant. Fanta can use many such colour schemes that will attract the
consumers. The company can have advertisements that are in the lieu of cultural production.
The aesthetics are a production and consumption process that are operating in the cultural
industries that are created by symbols and meanings. Aesthetics can be understood as
reprsentation of culture and society. Fanta can use culture actors that work within the
boundaries of the culture that the company wants to set for itself. Since, fanta is a fruity
flavor the colour scheme adopted by it should be the Additive colours the is red, blue and
green. These colours are bright and catch the attention of the people that Fanta wants to
market to. These colours also bring out the fun aspect of Fanta and is dazzling and radient
like what Fanta is potrayed as. Fanta can also use contrasting colours where they can have
dull background, bright font and colourful designs that will have a narrative to reach out to
more people.
The company has to create new symbols and meanings that are associated with fun
that can also be associated with Fanta. The company must also select distribution channels
for their distribution that can propagate the new fun association of Fanta as a company and
brand. The message should reach many peopke to increase the ultimate goal of the company

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that is having more sales. The advertisements have to be made in such a way that they do not
offend any culture, race instead attracts them and conveys the objective of the company. All
the advertisements pass through cultural gatekeepers, cultureal gatekeeprs are the people that
keep in check of the symbols and meaning that are being potrayed in todays world. Different
colours have different meanings and symbols attached to them that when used in a different
contecxt can mean something else entirely. To avoid this Fanta must take proper care in what
they are advertising to not have misinterpretation of their advertisements.
Advertisement and marketing are made kept in mind the entire process of cultural
production or in capitalism the things can be sold and marketed to the masses. Fanta as is a
sub-brand of Coca Cola already has a lot of popularity thus it is easy for them to market and
advertise new campaigns.
In the new advertisement campaign of Fanta they can show people specially young
people who are having fun and enjoying life while drinking Fanta to create an association of
Fanta being related to enjoyment. The colours can be bright and dazzling like Fanta itself.
The advertisement must also have a narrative which shows that people want to be the person
who is drinking Fanta as his life is fun and exciting from driking Fanta. The jingle and music
that Fanta uses must be aesthetically in line with the whole advertisement and meaning that
Fanta wants to showcase in their advertisement and marketing campaign.
The aesthetic response is also important because it is how the customer perceive,
experience the advertisement and on in its aspects. The advertisement caters to human
emotions of happiness, sadness, vulnerability, excitement and can be used to create an
impression on the minds of the people.

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Conclusion
From the above discussion it can be concluded that advertisements and marketing
campaigns are one of the best ways to reach to the people. There are many types of
advertisements that can be made for example, aesthetics, surveillance and addiction,
narratives and campaigning and political advertising. They are the best ways to promote
products, services, politicians, political parties, agendas, ideas and ideologies. Fanta has
always used aestheric and cultural advertisements to showcase the company’s objectives and
ideas and to promote sales. The new advertisement campaign of Fanta is also in line with this
concept of using aesthetics in images, videos and music to attract and create an impression on
the target group.

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Work Cited
Venkatesh, Alladi, and Laurie A. Meamber. "Arts and aesthetics: Marketing and cultural
production." Marketing Theory 6.1 (2006): 11-39.