Research Blog

Research: Commercial Conventions and Codes

I'm going to be working on a Coca-Cola commercial. In this brand's commercials, the audience usually sees a Coca-Cola bottle (glass bottle, can, or plastic bottle).

  • Props include Coca-Cola bottles, ice, and the carbonated water that appears when opening a bottle. 
  • Individuals that appear in the commercials are usually dressed like normal people, nothing fancy. Coca-Cola is really good at including very diverse (ethnicity and race) people in their commercials. It's supposed to represent that anyone can drink Coca-Cola.   
  • The common sounds in Coca-Cola commercials are the bottle opening, the sizzle when someone opens a bottle, and the "ahhh" sound after a person drinks it. This is known as diegetic sound because the sound effects are added while editing to sound more exaggerated. 

  1. Conventions and codes in Coca-Cola commercials include the obvious Coca-Cola bottle, and also the slogan "TASTE THE FEELING". Another slogan that Coca-Cola includes in a few of their commercials is "share a coke with..." to brand their name bottles. It's very common for Coca-Cola to change their slogans every few years, but those two I mentioned are really memorable. 
  2. In the commercials, the props are always angled to show the Coca-Cola logo, which gives the audience an obvious sign that the commercial is by Coca-Cola. Also, the bottle itself. The bottle is super recognizable and without having to see the logo, it's obvious that it's Coca-Cola. 
  3. Coca-Cola commercials include pathos in most of their commercials: showing families and friends sharing bottles of Coca-Cola and even Santa Clause has appeared in a commercial. Polar bears used to be really common in Coca-Cola commercials also. All of these characteristics appeal to an individual's emotions which creates a warm, happy feeling. Pathos encourages consumers to buy more Coca-Cola.    





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