Coca Cola Advertisement Analysis

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Every year, the Super Bowl is the most-watched program on television. On February 2, 2014, Super Bowl XLVIII was seen by 111.5 million people (Riccobono, “Super Bowl 2014 Ratings: How Many People Watched The Seattle Seahawks Vs. Denver Broncos?”). With such a large audience watching, the corresponding advertisements are considerably influential forms of media utilized as tools for persuading the audience. A Coca Cola advertisement, aired during the 2014 Superbowl “which celebrated the many kinds of colors, lifestyles and origins of Americans who are nonetheless one. Over a scene of these many Americans, it played a patriotic song.. ‘America the Beautiful’. It unfortunately, brought out America the Ugly” (Poniewozik, “Coca-Cola’s “It’s Beautiful”…show more content…
This recognizability is cracked by the second verse, as the lyrics in the song are now being suck in Spanish, following with Hawaiian and by verses being sung in several more languages. The fusion of the linguistic themes play alongside video images of different cultures: individuals of different religious affiliations, ethnicities, ages and walks of life. Together, they are depicted engaging in activities such as camping, road-tripping, playing sports, eating together and of course, enjoying bottles of coca-cola together in different regions of America, and some in specific states/cities, such as New York City. The advertisement also depicts a woman wearing a hijab and a group of Jewish men in worship during the verse being sung in Hindi. The advertisement shows cowboys. Two men are also depicted holding hands and hugging, spending time with their daughter, presumably to represent the same-sex families of America. These are just few of the very many people represented in this advertisement. I will briefly discuss the ideology presented in this artifact. However, the purpose of this paper, is to draw the ideology manifested within American society through the observation of people’s reactions to this advertisement that were…show more content…
Therefore, it is essential to recognize the implications presented these advertisements, and how audiences react to them. By using ideological criticism, the distinct ideologies can be identified and analyzed in the negative reactions that were published through social media outlets, following the airing of the Coca Cola advertisement during the 2014 Superbowl . Foss explains that “in an ideological analysis, the critic looks beyond the surface structure of an artifact to discover the beliefs, values and assumptions it suggests.. The primary components of an ideology are evaluative beliefs- beliefs about which there are possible alternative judgements” (Foss 209). Ideological criticism observes how an artifact frames or produces certain notions or beliefs. The ideology that is upheld within the artifact must be established, and then analyzed by any values, patterns or resources that are found to be represented by the

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