Coca Cola Ad Analysis Essay Sample

During a commercial break from Super Bowl XLVI, one polar bear steps outside the cave to take a breather. The polar bear spots a group of polar bears hanging out and drinking an ice-cold bottle of Coca-Cola. They toss him a coke and as the polar bear tries to catch the bottle, he bobbles, loses balance, and begins to slide on the ice. As he slips and fumbles with the bottle of Coke, the other polar bears attempt to help him and save the day, it's like trying to catch a football while avoiding players trying to steal the football. The polar bears have been used in some of the ads for a long time it started in France in 1922 and just keeps going. They got the idea to use polar bears and the northern lights in the background from one of the creators since their Labrador Retriever reminded them of a polar bear. The commercial uses a lot of logos since the polar bears want this drink more than other products. The commercial effectively uses logos, pathos, ethos, and getting the people’s attention when the motto “Coco-Cola opens happiness” gets people to enjoy the drink.

The use of logos is shown when the polar bears are gathered around the Coca-Cola bottles and keeping them on ice to keep them cold. The polar bears don’t want to drink any other drink besides coke that they seem to enjoy drinking. In one part of the commercial, you can see a polar bear struggling to get the drink, so he can go back and watch the game, but it was worth it to get a refreshing drink. The polar bears wanting the Coca-Cola will make others want to get the drink and not change their drink product when drinking Coca-Cola. The motto “Coca-Cola opens happiness,” shows the polar bear drinking the coke that it starts to smile even before the polar bear even gets the drinks. The motto can mean a lot of things like it will make you happy or just feel nice to have a nice cold refreshing drink when you’re thirsty. The polar bears all seem to be happy just talking to each other and drinking Coca-Cola. The commercial is trying to say that Coca-Cola is better than all the other soda products that the CG polar bears want and nothing else.

Ethos can be seen because Coca-Cola is the drinking production you see with polar bears when watching Super Bowl or from watching the TV, or YouTube videos when the commercial is uploaded. The polar bears are a part of the Coca-Cola brand when seen in commercials. That is the only animal you will see with a coke. The commercial shows a polar bear struggling to get a refreshing drink and not being able to because he is slipping on the ice and knocking his friends down to not drink the glass bottle. The polar bears are the most important part of Coca-Cola since polar bears are the only animal, you will see in the commercial with that drink. The polar bears give the commercial more of an animation feel that makes it appeal to the people watching the Super Bowl during commercials. Another use of ethos is around Christmas time, they use Santa as a celebrity drinking their product to get people to drink it and their truck even has Santa holding a coke. With some polar bears drinking Coca-Cola, it shows that they all like the drink so much that they don’t mind sharing it with everyone else. The polar bears were the branding of the soda product by using CG polar bears for their ad.

Pathos is used when making the polar bears fall when trying to get the Coca-Cola bottle from dropping. The polar bears make it where people that love animals will have their complete attention. With the polar bears being animated, so they are looking cute, it grabs a lot of kids’ attention since some kids like cute things. The polar bears trying to help the other polar bear that caught the drink from falling are being shoved and falling on their faces or stomach, which make people laugh since all the polar bears want is a nice cold drink but are clumsy when trying to get one. When the polar bear gets the Coca-Cola, he looks really happy to be drinking a cold drink before the game. The polar bears falling are almost like the football players falling while tackling the player with the football to stop them from getting a touchdown. The motto Coca-Cola opens happiness” is just a great quote to show that it makes you happy to drink the product.

The ad is trying to get the audience's attention by using CGI polar bears that look cute and the very bright colors of the northern lights in the background of the commercial. The bright colors in the commercial make it more appealing to get people’s attention when watching it from their TV. The polar bears being animated using CGI and trying to catch the Coca-Cola bottle from dropping is getting the kids' attention because they are being funny when falling trying to catch it. CGI has been used since the 1930s to now when making commercials to using them in movies. Another way Coca-Cola gets people’s attention is around Christmas time when they show the trucks showing Santa drinking a Coca-Cola and sometimes does more commercials with the CGI polar bears. The Coca-Cola bottle having the color red on the packaging gets the audience's attention from other drinking products. The colors make the whole commercial a lot more interesting to watch since they show the whole background and characters in the commercial a whole like better than using light and dark colors that don’t stand out so much like when the polar bear walked out to take a breather, the whole area was light up and got to see the ice glaciers around them.

The conclusion is that the commercial effectively uses logos, pathos, ethos, and the audience's attention to make it a good commercial when trying to sell their drinking products to people. The Coca-Cola commercial uses the polar bear and the coke bottles to get people to buy their Coca-Cola bottles since the motto says, “Coca-Cola opens happiness” and some might not know what it means when that pops up after the commercial. Pathos, logos, and ethos are used together to get people’s attention from the polar bears falling, trying to save the bottle, and the polar bears being animated and having bright colors that stand out. The commercial is great at persuading people to buy their product by getting their attention from being shown on TV and during the Super Bowl. When getting the people’s attention is very effective with the bright colors when the polar bear is walking out of his cave to get a Coca-Cola to drink before the game starts again even when he might not be thirsty.