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Open Happiness

Time Period: 2014

 

Demographic: Young multi-cultural

This ad was intended to reach a more ethnically diverse population due to the use of Hispanic models. It also intended for the population to be young. The prevalence of diabetes in seniors at this time was around 25.9%. This is why Coca-Cola is advertising a younger age group enjoying the drink. People involved with social media are also the intended demographic because the ad offers a hash tag of “openhappiness” to tag the drink on social media. 

Summary: The Coca-Cola’s logo is the same as it was one hundred and nine years ago in 1905. The two people in the ad are not illustrated but instead photographed and are still wearing Coca-Cola themed colors. This ad fits with the time era because the man and woman are wearing clothes popular now during the 21st century. Every ad up until now is only advertising Caucasians, and this ad is now modeling Hispanics. 

           

Pathos: This ad focuses heavily on pathos because the focal point of the ad is the emotion of happiness. The two big statements on the ad are “happiness” and “coca-cola,” which is signaling that there is an association between the two.

 

Ethos: The ad offers a hashtag of "openhappiness," which credits the company to that particular phrase. On social media, a name other than "Coca-Cola" is now associated and credited to the company. The use of this hashtag also allows people to credit the beverage and tag it with that phrase when someone personally advertises the beverage. 

 

Logos: This ad appeals to logos similarly to the way it appeals to pathos. The association forms an “if-then” relationship to put the association into a logical effect. The laughter and happiness the two individuals are experiencing is crediting personal experience to the viewers. Since they are experiencing this type of emotion with the beverage, people that choose to drink Coca-Cola will experience the same emotions. The appeal of ethos and logos is primarily based on the emotions that pathos brings about in the ad.

            

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