Right away in this specific the images that stand out the most are first, Santa, and second the Coca Cola sign behind him. Why do they use Santa Claus though? Are they tying to just focus on those who are Christian and celebrate Christmas? In my own opinion I don't think that this is the reason. They use Santa because he has a reputation for being jolly and knowing best. By using him in their ads Coca Cola makes it seem as if one drinks this than they will become overwhelmingly happy and not have a care in the world, which could be quite useful for those of us in HISP.
The other part, Santa always knowing best, is somewhat obvious. He wouldn't choose to drink Coca Cola if it wasn't the best so we are told by this image that Coke is the best soda out there and that if Santa likes it and drinks it himself then why shouldn't we. This is itself is associated with the advertising technique testimonial because who doesn't know about Santa Claus.
There is another factor that adds to the success for this ad. Maybe it is just my own opinion but the look of the old advertisements just looks better. It is more appealing for some reason. To me it just has that warm feeling that makes you feel as if it should be in someone's home over the fireplace. Again it's probably just me being completely off and no one else actually feels that way but I honestly believe that that is what Coca Cola was trying to accomplish with this ad.
Maybe not over someone's fireplace but more the feeling of comfort that allows people to think of Coke in a positive way and will keep connecting it with the idea of homeliness. In this sense I believe that it fits the need for aesthetic sensations because this is seriously one of the classics that should be collected and put safely into frames to admire. Don't deny because you know that it is true it's just that you don't want to admit to everyone and let them know about how much you love this ad. Don't worry I won't tell.
The other part, Santa always knowing best, is somewhat obvious. He wouldn't choose to drink Coca Cola if it wasn't the best so we are told by this image that Coke is the best soda out there and that if Santa likes it and drinks it himself then why shouldn't we. This is itself is associated with the advertising technique testimonial because who doesn't know about Santa Claus.
There is another factor that adds to the success for this ad. Maybe it is just my own opinion but the look of the old advertisements just looks better. It is more appealing for some reason. To me it just has that warm feeling that makes you feel as if it should be in someone's home over the fireplace. Again it's probably just me being completely off and no one else actually feels that way but I honestly believe that that is what Coca Cola was trying to accomplish with this ad.
Maybe not over someone's fireplace but more the feeling of comfort that allows people to think of Coke in a positive way and will keep connecting it with the idea of homeliness. In this sense I believe that it fits the need for aesthetic sensations because this is seriously one of the classics that should be collected and put safely into frames to admire. Don't deny because you know that it is true it's just that you don't want to admit to everyone and let them know about how much you love this ad. Don't worry I won't tell.
I love your insight that Santa was being used for a testimonial. I would have never thought of it that way! And when it comes to that warm feeling, you're not alone. The use of the complementary colors, faded painting, and soft brushstrokes of Santa's beard and cuff evoke subconscious feelings of harmony, traditition, and ethereality respectively. These feelings mixed with people's generally sentimental attitudes about Christmas make for a wonderful use of the transfer/association technique, and I think this is why we love these ads so much and why they keep coming back year after year.
ReplyDeleteYes I agree with you 100% about the brushstroke technique and I think that is just so unique and useful. Since they are soft and gentle like you said I think that they are even more successful because it gives their audience the comforted feeling.
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