Advertising is a powerful persuasive force, and can encourage consumers to buy products they normally wouldn't buy, or purchase one product over another highly-similar product. One can see that in Coca-Cola's advertising strategy. Coke is a soft drink much like many other soft drinks; consumers just don't use objective knowledge like calories, sugar content, etc. to make decisions on what soda to drink. So, soda companies play on the emotions, going after the affectively based attitudes.
This ad is a great one of a guy walking up to a vending machine to buy a Coke. An entire sequences plays where the guy's quarter rolls into the vending machine, and a whole world is discovered of fun, playful, and imaginative critters running around the vending machine world to create the perfect drink. Happy music is being played, and everyone is having a blast creating the Coke drink in what amounts to an amusement park. Finally, a parade is held to usher the drink into the hands of the customer. All of this plays into Coke's master plan, to make the viewer feel like Coke is all about excitement and good times. That Coke is the drink of choice for celebrations and good-ol fashioned fun. More than that, Coke establishes that the company will go to great lengths to make sure you get a GREAT product. All of this is emotional, and certainly ties in to changing one's perspective on soda choice without really changing one's mind on what the physical product is.
Shawn Xu
A08368140
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