Archives for the month of: February, 2013

Advertisement Analysis

At first glance this 2009 Coca-Cola advertisement looks to be rather simple and unimaginative. However, analyzing the image more closely reveals a great deal about Coca-Cola’s target audience as well as the artistic elements the advertisers use to draw that audience in.

Coca-Cola is one of the best-known company’s in the world. Their unique advertisements, both printable images and short commercials, have evolved over the decades to reflect Coke’s ever-changing audience. In this particular ad Coca-Cola uses only images to persuade consumers. This advertisement is a risk because it does not offer the viewer any help with interpreting the image. This advertisement targets young children, roughly 9 to 17, in my opinion because children are able to appreciate the simple image more than adults who rely on text. To a child this image conjures up memories of sunny days playing in the grass and chasing ladybugs. It is a very innocent image and form of advertisement.

This advertisement is persuading young teenagers to enjoy a nice refreshing Coca-Cola while also enjoying the great outdoors. The first thing that draws your attention is the impressive Coca-Cola bottle. It dominates the image and looks larger than life because of the slight upward facing angle of the bottle. This angle makes the ladybug look like an insignificant creature compared to the immense Coke bottle.

There are three perspectives to this image. The first is the grass, which is partially blurred out, except for the small ladybug that is resting on a vertical blade of grass. The blur makes the ladybug and the giant bottle the focal points of the ad. The tiny bug seems to be mesmerized by the bottle it stands near. The second perspective is the bottle. The blurred backdrop of trees makes up the last layer of the image.

The two colors that dominate the ad are red and green. Coca-Cola is famous for its use of red color schemes and using green as a complementary color makes the image even more pleasant to look at. Using a cool color, such as green, to contrast the red also makes the bottle and ladybug pop out of the advertisement. In this particular ad cool colors dominate the outdoor image and the reds are used only as accents. This makes the focal points easy to spot, which of course is Coca-Cola’s main goal.

This simple advertisement shows how creative Coca-Cola is and why the company has become an innovative powerhouse. Even without text the message Coca-Cola is sending is clear. Simplicity can often be the best form of advertising.



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