The Glass of Fashion
Time Period: 1920's; Roaring Twenties
The 1920’s were known as the “Roaring Twenties” due to social and political change. The country’s wealth doubled during this decade and Americans had extra money to spend on consumer goods. This decade gave rise to the “flapper girl,” which were girls with bobbed hair and short skirts who drank during the time when alcohol was abolished in 1919. The rise of cars also gave Americans more freedom. This ad fits in with the time era because is demonstrates fashion that most people valued at the time.
Demographic: Men and woman of all ages
The intended viewers for this ad were men and women of all ages due to the words at the bottom that state “..enjoyed by more people, of more ages.” This statement is supported in the illustration where there is a young woman and two men enjoying the beverage.
Summary: The advertisement advertises Coca-Cola as “Delicious and Refreshing” on a sign similar to the sign that said the same words in the ad in 1905. The woman in the middle who is about to take a drink, and the two men by her side sitting down with a drink in front of them are expressing happiness by smiling. Their attention is directed towards the coke she is about to take a drink out of which suggests that the coke is bringing happiness and that it unites them because they are only accompanied by the beverage.
Logos: The biggest words on the ad state “The Glass of Fashion” which applies to people’s values of this time; appealing to logos. People valued material goods and fashion during the Roaring Twenties, so labeling coke as “The Glass of Fashion” appeals the values of the intended demographic. Most people were trying to be fashionable and were trying to model the “flapper girl” look. Therefore, fashionable people must enjoy Coca-Cola.
Ethos: This ad demonstrates ethos because it was only ethical to drink legal beverages at the time. At the bottom of the photo it states, “Coca-cola’s pure and wholesome refreshment is enjoyed by more people, of more ages, at more places, than any other drink.” This statement is showing that coke now had the reputation of reaching many more people of more ages. This is crediting that since it is reaching out to many more people, the beverage must be enjoyable. The fact that seven million are sold a day, which is advertised on the ad, is a credible way of knowing that Coca-Cola is the beverage to chose because many people had to find an alternative beverage to alcohol since it was abolished in the twenties.
Pathos: This expression of happiness is appealing to pathos because it tries to reach the audience through the happiness the drink brings.The three individuals are gathered around the table and united by the drink that is bringing them happiness.
