Coca-Cola and the Evolution of Advertising Research Paper

Coca-Cola and the Evolution of Advertising - Research Paper ExampleChristened Coca-Cola by Pembertons accountant, the bookkeeper spelled out the products name in his distinctive script, which remains an integral part of the brand to this day. (heritage.coca-cola.com)Christened Coca-Cola by Pembertons accountant, the bookkeeper spelled out the products name in his distinctive script, which remains an integral part of the brand to this day. (heritage.coca-cola.com) Bought by local tycoon Asa Candler in 1886, the formula was bottled and marketed across the nation. Early ads have ladies and children to an inordinate degree. The subjects were bright-eyed and cherub-cheeked, conservative images even for the time. The first celebrity spokesperson was a Boston actress named Hilda Clark. This is an early example of the use of famous persons as company spokespeople (http//www.dirjournal.com). deflection from their visual components, each ad also touted the merits of the drink. The word that a ppeared over and over was refreshed. The website http//www.dirjournal.comhas a display of Coke images over the years that show this. An ad from the mid-nineties features both a grown man and a young boy sipping the soft drink at a lunch counter. Beneath this are the lyric poem It satisfies the thirsty and helps the weary. A second one from the same era shows gaily dressed women at a restaurant table. On a sign puke them, the message Coca-Cola revives and sustains is presented. Developing this theme, later advertisements urged drinkers to shop refreshed, lunch refreshed, and drive refreshed. Appeals to the drinks in zipating power are likely references to its high caffeine content. This is cognize in marketing circles as transformational appeal. (Advertising appeal) The underlying message is that using the promoted product will effect positive change in the consumer. This same strategy employ today in commercials for makeup, skin care products, and home exercise equipment. In t he late 1800s, the pitch of choice for Coca-Cola is that it would transform weary, worn out people into ones bursting with vigor and pep.