Refreshing the Olympic Spirit
Time Period: 1992; Summer Olympics
The Olympic games originated in ancient times and take place every four years today. This ad appropriately fits in with the time era it was created in because Andy Benes had become popular since his triumph in his baseball career in 1882. Therefore, four years later people admired him for his success and aspiring baseball players of the time were interested in his way of fortune.
Demographic: Olympic Sport Watchers
Cola-cola created this ad to reach The Olympic Games watchers. The company wanted people to believe Coca-Cola took part in Benes’s achievement and success in order to assure that coke will help people with success also.
Summary: In this ad, Olympic Medal Winning Andy Benes is showing his success and achievement in his baseball career by proudly displaying his medal and flowers.Andy Benes won the Olympic Gold Medal for baseball in the United States in 1988. Then in 1992, Coca-Cola advertised Andy Benes during the Olympics hoping to persuade people that coke refreshed Benes to the Gold Metal. Coca-Cola used this ad to not only promote the beverage, but to also show that Coca-Cola supports the Olympics and that coke is the refresher to the games.
Logos: Andy Benes raises his arms high for his accomplishment of the obtaining the Gold Medal. The medal is placed in the center of the picture with a large Coca-Cola bottle placed next to him. His medal symbolizes that Coke brought him fortune, suggesting a cause and effect relationship, which appeals to logos. Since Andy Benes refreshed himself with the beverage, he won success.
Ethos: The catch phrase of the ad is “Refreshing the Olympic Spirit,” which is crediting their beverage to be the refresher of the games; appealing to ethos. Andy Benes is expressing happiness due to his success.
Pathos: The people illustrated in the other ads show happiness alike, but this ad shows happiness through success. Not only is he happy, but he is also successfull. His facial expression and proud body posture appeals to pathos.
