Few years ago in a theatre, I simply fell in love with the commercial ‘coca cola happiness factory’ because the ad features the imaginary world inside of the vending machine. In the ad, a man pushes a quarter into the machine, and then the whole process of delivering the coca cola starts. The three winged creatures take the coke bottle to a place where the bottle is filled from the machine in the hole of sky. Then, the kissie - kissie balls kiss the bottle, which gives it the sweetness and love. After placing the cap, the bottle goes to an Iceland where it becomes cooled. Then, the perfect coke bottle parades on the red carpet in heaven. Finally, the bottle falls to the basket where the man takes it. The commercial 'coca cola happiness factory' targets everyone, utilizing the appeal of the need for aesthetic sensation and the need to feel safe, within the secret fantasy world inside of the coca cola vending machine.
Everyone can enjoy the commercial because the ad offers the appeal of the need for aesthetic sensation. The well made three-dimensional animation that illustrates the inside of the coca cola vending machine provides the “visually pleasing” images to viewers. Lovely creatures like kissie – kissie balls and fat penguins who work in order to produce the coke seduce audiences. The music with the sound that often describes the magical scene also adds to the aesthetic sensation. Carefully drawn creatures and landscapes forces the viewers to concentrate on the images and remember the ad, which plays essential role in advertising a product.
Furthermore, the ad includes the appeal of the need to feel safe. Watching the ad showing the process of making the coke, I feel safe drinking it. When the coin rolled into the imaginary world, the three winged creatures carries the coke. And at the same time, the helicopter sound is released: this offers the sense that military guarding the bottle. Also, the overall scenes are presented in warm lighting, which implies the places where coke is made are full of happiness. Additionally, the process of making the coke involves countless characters in the ad. This defines the coke making process as safe. Through the ad, Coke Company attempts to convey the idea that the main motto of the company equals the safe production process.
Although this ad features unrealistic images, it also alerts people to appreciate of all the finished products they simply buy at markets. This ad is full of unrealistic images: the coke bottle that only worth a quarter, the world inside of the vending machine, the man who is happy to get the coke after long wait. But, it reminds people of the long journey of food in order to become the finished goods.
In reading your blog I believe that it especially targets young kids, even though they should not be drinking soda, it draws their attention. Anything with cartoon characters is an excellent source to target the younger generation, an example is toys, when someone sees a Barbie or a hot wheels commercial it usually has cartoons because that’s what make the kids go to their parents and cry for what they want. Same thing with food and soda, when the new”go-gurt” came out no child would go to a Yoplait plastic can and ask for that because they wanted the colorful one that was on television with the cartoon characters.
ReplyDeleteI've never seen the commercial like this on coca cola. And even though I'm not a big fan of coke, or any soda for that matter, I actually like this ad. Probably because I love art and design in general, it's what attracts me to it. The overall computer generated designs of the characters and colors draws the viewer's attention, because that's what draws in our focus-- the color. The many variety of colorful combination makes us want to continue viewing the advertisement, and see where it will lead us. Eventually it leads to the coca cola, and the sudden urge of wanting to go downstairs to the vending machine strikes in. I guess this advertisement works on children more than adults, because cute little cartoon characters attracts a child more. And when they go up to their mom or dad asking for a bottle of coke from Seven Eleven-- can the parent say no?
ReplyDeleteAs much as I love this ad, I tend to think more on a negative side of things. This ad about coca cola is so perfect-- hooking the viewer's attention and visually telling them through the images that if you drink coke, you'll be in this sort of fantasy land, away from all the stress and fatigue. To be, it is quite unrealistic, because I know that coke is made from a factory, not in some fantasy world full of cute little characters.