a classic never goes out of style
PG
A classic never goes out of style
In the 1940s, Coca Cola was just a small brand of medicine, which then was exploded through brilliant marketing tactics. Literally, advertisement is one of these dramatic tactics, too. In 2009, Coca Cola posted a new propaganda, and in the bottom of this propaganda, it said, “A classic never goes out of styles”. Also, many classic celebrities, such as The Beatles and Marilyn Monroe, fill up the bottle exactly. In the center of the bottle shows Coca Cola in a font which is precisely the same as the bottom slogan. In fact, this design predominantly uses a propaganda technique named testimonial, which Ann McClintock (1998) mentions. Testimonial means inviting celebrities to perform the connotation of a brand. (McClintock, 1998). In addition, this design shows achievement which Americans commonly value, according to Gary Althen (2003). In this situation, this advertisement successfully portrays that Coca Cola is classic and never goes out of style by applying testimonial technique and presenting achievement.
This bottle significantly adopts testimonial to transfer a symbol that Coca Cola is classic. As McClintock (1998) conclude, “Similar to the transfer device, the testimonial capitalize on the admiration people have for a celebrity.” In another words, Coca Cola wants to transfer the glory to their product, a sort of carbonated beverage, from the celebrities. The celebrities and elements on the bottle can be identified as classic, so customers generally can see not only a picture full of celebrities but also a bottle full of classic. In this bottle, they are more like symbols of classic. Coca tends to symbolize classic by using metaphor. Based on Testimonial, Coca appears to impress their customers that Coca is classic.
Through the achievement these celebrities who appear on the bottles have, Coca Cola reveals why they are always prevalent. Americans generally express admiration to achievers. (Althen, 2003). Like Marilyn
A classic never goes out of style
In the 1940s, Coca Cola was just a small brand of medicine, which then was exploded through brilliant marketing tactics. Literally, advertisement is one of these dramatic tactics, too. In 2009, Coca Cola posted a new propaganda, and in the bottom of this propaganda, it said, “A classic never goes out of styles”. Also, many classic celebrities, such as The Beatles and Marilyn Monroe, fill up the bottle exactly. In the center of the bottle shows Coca Cola in a font which is precisely the same as the bottom slogan. In fact, this design predominantly uses a propaganda technique named testimonial, which Ann McClintock (1998) mentions. Testimonial means inviting celebrities to perform the connotation of a brand. (McClintock, 1998). In addition, this design shows achievement which Americans commonly value, according to Gary Althen (2003). In this situation, this advertisement successfully portrays that Coca Cola is classic and never goes out of style by applying testimonial technique and presenting achievement.
This bottle significantly adopts testimonial to transfer a symbol that Coca Cola is classic. As McClintock (1998) conclude, “Similar to the transfer device, the testimonial capitalize on the admiration people have for a celebrity.” In another words, Coca Cola wants to transfer the glory to their product, a sort of carbonated beverage, from the celebrities. The celebrities and elements on the bottle can be identified as classic, so customers generally can see not only a picture full of celebrities but also a bottle full of classic. In this bottle, they are more like symbols of classic. Coca tends to symbolize classic by using metaphor. Based on Testimonial, Coca appears to impress their customers that Coca is classic.
Through the achievement these celebrities who appear on the bottles have, Coca Cola reveals why they are always prevalent. Americans generally express admiration to achievers. (Althen, 2003). Like Marilyn