Describe, deconstruct, and analyze the advertisement by answering the following items: Where did you find the advertisement ? Briefly describe the scenario depicted in the advertisement

Ads can change the behavior and reactions of an audience so that products can be successfully sold. Changing the behavior of an audience can be done through multiple methods like rhetorical strategies, which include pathos, ethos, and logos. This paper will analyze a Coca Cola ad that was recently released within the United States to discuss what was in the ad, what the claim was, the credibility of the claim, and what rhetorical strategies were used.

The Coca-Cola ad was found on YouTube. In the first few seconds, many people from various backgrounds and different neighborhoods were shown. Then, the scene shifted to showing the same individuals at their homes having family over for dinner. The preparation of each dinner was shown, each with different ingredients and cultural aspects based on the family. Families were shown eating around the table, laughing, smiling, and talking, all while drinking bottles of Coca-Cola. The Coca-Cola bottles were the main component being shown for the advertisement as they were placed at dinner tables, outside for picnics and social gatherings, and with groups of family for specific celebrations (Coca-Cola, 2020).

The audience is all people around the world. Although the ad could have been appealing to Americans from different racial backgrounds, there were many different lifestyles and cultures present, all involving the drinking of Coca-Cola. This indicates that the Coca-Cola company does not discriminate against any person. Many different races such as African-American, Russian, Chinese, and Middle-Eastern individuals were pictured as well as their families and the cultural food traditions they partake in (Coca-Cola, 2020). The main claim of the ad seemed to be that drinking Coca-Cola with family helps to bring people closer together and creates happiness. This was apparent through the happy conversations and interactions between family members and how much they were enjoying their bottles of Coca-Cola in each frame.

The main claim is credible in the sense that the viewer can visually see the effect of drinking Coca-Cola and how it brings families closer together; the ad was authentic, responsive, and integrous. Many rhetorical strategies were used in the ad, primarily pathos. The ad elicited feelings of happiness, love, warmth, and acceptance. When an ad brings about emotions within its audience, this is an emotional appeal being used by the authors to sway their audience into liking their products and services. The use of pathos is seen as effective because it appealed to all people from different backgrounds as well as their families. Cognitive bias is present in the ad given that Coca-Cola claims that their soda is the best and promotes the most happiness and joy. Their slogan at the end was “Together Tastes Better,” indicating that without the taste of Coca-Cola, the time spent with others may have not been as enjoyable (Coca-Cola, 2020). This is known as the framing effect, which is when the audience is influenced by certain phrases, words, or images relating to the ad (Boyce, 2021).