Coca Cola Brotherly Love Commercial Analysis

The Coca-Cola commercial, “Brotherly Love”, starts off with a younger teen playing video games then his older brother walks in and begins to tease his younger brother. Then it shows their family at the dinner table and as they eat, the older brother begins to step on the younger brother's feet. After this scene, the commercial shows the younger brother being at the park and three male teens go up to him and take his Coca-Cola bottle. As the teen gets bullied, it shows the older brother standing up for his younger brother and makes the bullies go away. This commercial focuses on the relationship between a younger and older brother along with adding the brand’s product throughout the commercial. With that being said, this commercial uses multimodality elements as a way to sell the product such as its linguistic choice, gestural choice, aural choice, and its visual choice. 

The first example of a multimodality element that was used in the commercial was the linguistic choices and the additional gestural choice. In this case the linguistic choice was the use of rhetorical appeal, where pathos was shown through this commercial by the title and plot being a heart-warming story that portrays the relationship between siblings. This choice was used within the commercial to target those who have siblings and that can relate to the relationship that these two brothers share. Another example of a linguistic choice was the act of repetition with the multiple scenes of the older brother teasing the younger brother. The reason behind this repetition was to show that usually siblings fight more than show each other affections, which makes the end act of the brother standing up for him even more special. Along with the linguistic choices this commercial also exemplified a gestural choice which showed cultural similarities. I say this because this Coca-Cola commercial was remade to show all around the world such as Africa, the U.S, to even in Latin countries using correlating races for each commercial however, the creators kept the storyline and message the exact same. This is because the message of how siblings fight but still love each other is universal and anybody around the world who has a sibling or more could still relate to this commercial. This is also because the product Coca-Cola is also universal and it is sold around the world. Along with the use of linguistic choices and an example of a gestural choice, this commercial also uses two other kinds of multimodality elements. 

The second example of a multimodality element that was used in the commercial was the Aural choice, which was the use of the background music. Within this commercial, the song “Hey Brother” that was sung by the band Space Camp played throughout the storyline. This song acts as a message to the artist's brother that states that whatever happens in either of their lives, he will always be there for him and that he will do anything for him. This song choice was used to support the relationship between these two brothers along with allowing the viewers who are a sibling to empathize with this commercial. Along with that it was used to target siblings throughout more services such as the radio, for the reason that people are more susceptible to listen to music rather than watch and read a commercial. Another example of an aural choice was the volume of which the background music was at. The song is overall loud however, it gets louder when the older brother stands up for his younger brother to emphasize the love that the older brother has for his younger brother. The last example of an aural choice was the silence of which the actors within this commercial did not talk and allowed their actions speak for them.  This is because the words that the brothers say to each other when fighting does not matter in the sense that they do not mean it and the actions of affection such as standing up for each other shows their honest love towards one another which means more. Along with that it was used to target siblings throughout more services such as the radio, for the reason that people are more susceptible to listen to music rather than watch and read a commercial. With the use of linguistic choices, a gestural choice, and aural choice, this commercial also uses another kind of multimodality elements through many examples.. 

The last example of a multimodality element that was used in the commercial was the visual choice. One example of a visual choice was the use of the layout of how the brand added the product. The commercial added subtle appearances of the Coca-Cola bottles and had the storyline more of the focus point because everybody already knows Coca-Cola for being one of the biggest and most popular brands around the world so the brand does not need anymore credibility but instead needs more potential buyers. Therefore, Coca-Cola made a commercial to target a new group of people who in this case are siblings. Another example of a visual choice was the color choice. Throughout this commercial, it shows the younger brother wearing and owning things that are the colors red and white while everybody else wore dark color clothing. Then at the end of the commercial when the brother stands up for the younger brother, he is wearing red and white which correlates to the brand’s colors. This is for the reason that Coca-cola wanted the younger brother to be the main focus and to be viewed as a nice, bright kid and has the bother wearing darker clothes to show that he is more grown up and not as nice, then at the end the commercial adds a new focus to the brother being a loving older with wearing red and white and being nicer. They chose red and white because it is the brand’s color so with those colors representing something good, the viewers will also relate that positive feeling they had from the story to when they look at the product. The last example of a visual choice and the end of multimodality elements that were used within this commercial is the perspective of how the commercial was made. This is because it allows the audience to analyze the commercial in a way that they can relate to it, along with being able to see sibling fights do not matter but sibling love does which can make it eye-opening to siblings who are made at each other. Therefore, this commercial used multimodality elements of linguistic choices, a gestural choice, aural choices, and visual choices for a way to sell the product of a beverage made by Coca-Cola. 

In the final analysis, this commercial contains many multimodality elements such as its linguistic choice, gestural choice, aural choice, and its vision Choice to emphasize the meaning behind the making of this commercial. From the use of a heart-warming plot to make the commercial’s audience target of those who are siblings, to the use of only using background music instead of a script to show that this message and story is universal, to even using the same colors as the product for the actors wardrobe to emphasize the focus of this commercial.