1) What conventions of an advert can you find and what are the connotations of each one? 2) For each convention, write about how this appeals to a target audience.
Picture of product-Instead of including a photo of coca cola, they have chosen to use an animated version of the iconic coca cola bottle several times. The bottles are arranged to make it seem like they are lining up for a ferris wheel. - Could appeal to young children (ferris wheel has connotations of playground which is associated with fun and games.)
Colour Scheme-The advert has a bright red background which is most commonly associated with coca cola and (with the white writing) has almost become synonymous with the popular brand. They have also included white on red, as used on the label for coca cola, an attempt to create brand identity.
Logo- The famous logo of coca cola has been printed on the bottles (as they would look on an actual bottle) and has been printed several times on the advertisement.
Slogan- The slogan "#choosehappiness" stands out as its a bright white on red and it's surrounded by empty space so all the attention is on the slogan. This implies that the company believes by choosing coca cola, you choose the better option and it also provides you with a sense of happiness. It could also be a reference to the different types of coca cola and picking one. - Could potentially appeal to families due to the happy and bright atmosphere created.
3) What is the USP (unique selling point) of the product and how do you know?
The USP is that there is a wide variety of options to choose from ("#choose happiness"). The different flavours are a recurring theme(choose, juxtaposing colours etc...) and it's constantly drawing the consumer's attention.
Extension: Look for another, different advert for the same brand. What similarities can you find? What differences are there? Can you find a consistent brand identity across both adverts? Post the second advert to your blog and write a paragraph of analysis answering these questions.
Similarities: Red and white colour scheme, Slogan, Focus on variety
Differences: Pictures instead of cartoons, Set up in a neat line
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