Preview

Coca-Cola Advertising

Satisfactory Essays
Open Document
Open Document
5104 Words
Grammar
Grammar
Plagiarism
Plagiarism
Writing
Writing
Score
Score
Coca-Cola Advertising
ALEKSANDRA KULAWIK

The Development of Coca-Cola Advertising Campaigns (1886 - 2007)

The Development of Coca-Cola Advertising Campaigns (1886 -2007)

| 3

© Copyright by Aleksandra Kulawik & e-bookowo 2009 ISBN 978-83-61184-69-0

Wydawca: Wydawnictwo internetowe e-bookowo www.e-bookowo.pl Kontakt: wydawnictwo@e-bookowo.pl

Wszelkie prawa zastrzeżone. Kopiowanie, rozpowszechnianie części lub całości bez zgody wydawcy zabronione Wydanie I 2009

www.e-bookowo.pl

The Development of Coca-Cola Advertising Campaigns (1886 -2007)

| 4

INTRODUCTION

5

CONTENTS Chapter I: The Basic Concepts of Advertising 7 1. Brief History of Advertising 7 1.1. Preliminary forms 8 1.2. Result of urban growth 8 1.3. Advertising in Modern World. 8 2. Variety of Definitions 9 2.1. What is Advertising? 9 2.2. Basic Definitions 10 2.3. Types of Advertising 10 2.4. Principal Objectives 15 2.5. Definition and Examples of Advertising Campaigns 18 Chapter II: The Development of Coca-Cola Advertising Campaigns 22 1. Brief History of Coca – Cola 22 2. The Beverage Industry During the Last Fifty Years 27 3. Coca-ColaAdvertising Campaigns 29 3.1. Development of „Cola Ads‟ in early campaigns 30 4. Examples of Coca-Cola Campaigns. 35 4.1. Coca-Cola: Campaigns in Colombia, India and UK 35 4.4. The Year of Zero Coke:2007 Campaign 41 5. New Image of Santa Claus: A Case in Point 44 Chapter III: The Discourse Analysis and Advertising 48 1. Discourse Analysis 48 1.1. Short History of AD 52 1.2. Hypothetical perspectives and Major Topics of Interest 53 1.3. Types of Discourse Analysis 54 1.4. Uses and Rules of DA 54 1.5. Reliability and Validity 55 1.6. Advantages and Disadvantages 56 1.7. The Language of Advertising 56 1.8. Language in Coca-Cola Slogans (1886-2007) 59 1.9. Coca-Cola Language Board 67 1.9.1. Hall of Fame for Coca-Cola and Ty Cobb 68 1.9.2. Coca-Cola 'Happiness Factory ' 71 CONCLUSION 74 BIBLIOGRAPHY 76

www.e-bookowo.pl

The Development of Coca-Cola


Bibliography: www.e-bookowo.pl
Continue Reading
View Writing Issues

You May Also Find These Documents Helpful

  • Good Essays

    What Role Did Advertising Play In Transforming America Into A Consumer Society
    • 557 Words
    • 3 Pages

    What Role Did Advertising Play In Transforming America Into A Consumer Society

    When learning about the different forms of communication advertising is one of the most interesting because it taps into the human psyche. Advertising is the attempt to persuade potentional customers to purchase or consume more of a particular brand or product. Today, ads are scattered everywhere and they are multiplying. Ads have been known to take up more than half the space in most daily newspapers and consumer magazines. They are inserted into trade books and textbooks. They also reach as far as cluttering websites and fill are mailboxes and the buses we ride. Advertising to us today surrounds our everyday life so much that it almost blends into our environment. The objective of advertisers is to make sure it doesn’t!…

    • 557 Words
    • 3 Pages
    Good Essays
    Read More
  • Good Essays

    Comparing Two Advertisements Analysis
    • 1035 Words
    • 5 Pages

    Comparing Two Advertisements Analysis

    In today's advertisement rich world, advertisements are plastered throughout society; permeating every essence of life; from work to pleasure, ads can be found on anything from the smallest things we use, to the newspapers we read, advertisements really are everywhere. In all industries advertisements help to boost sales, some take them to another scale by literally littering society with them. The biggest example of this is the alcohol industry. I have taken two ads that various companies in the alcohol industry; Bacardi and Crown Royal have done, and compared and contrasted two ads, showing and explaining the various techniques, catch phrases, and creative aspects that the alcohol industry uses…

    • 1035 Words
    • 5 Pages
    Good Essays
    Read More
  • Good Essays

    Coca-Col It's Beautiful Commercial
    • 848 Words
    • 4 Pages

    Coca-Col It's Beautiful Commercial

    Coca- Cola "It's Beautiful" Commercial Being one of the world’s largest stages, the Super Bowl has become the equivalent of the high roller’s table in Vegas. It has developed into one of the largest watched televised events in the United States, with companies forking out millions of dollars for 30 seconds of “fame”. Many companies go all out, trying to ensure that they have the most memorable commercial of the night. Some advertisements have even become legendary.…

    • 848 Words
    • 4 Pages
    Good Essays
    Read More
  • Good Essays

    Argument Synthesis Of Effective Advertising
    • 407 Words
    • 2 Pages

    Argument Synthesis Of Effective Advertising

    An advertisement is a form of communication to the public promoting a certain product with the intention of drawing attention to the good. Marketers use advertisements to display their goods in numerous ways to appeal to their target audiences. Through the use of different sizes of text or pictures, marketers can produce either a positive or negative effect outcome on their audience. In addition to promoting their products, advertisements also reflect the values and beliefs of our American culture. Through the six decades of U.S. advertising history, it is interesting to view the similarities and differences of past and current advertisements. Specifically, a review of automobile advertising over time finds a change…

    • 407 Words
    • 2 Pages
    Good Essays
    Read More
  • Best Essays

    An Essay on Strong vs Weak Theory of Advertising
    • 3143 Words
    • 13 Pages

    An Essay on Strong vs Weak Theory of Advertising

    ‘Advertising’ the word originated from the Latin word ‘adverto’, which means to turn around. The root of advertising can be found in ancient times such as ancient Egyptian used papyrus to make sales messages and wall posters, commercial messages and political campaign found in the ruins of Pompeii and ancient Arabia, lost and found advertising on papyrus in ancient Greece and Rome, wall painting for commercial advertising in ancient India (Mogel, 1993). Advertising defined by Belch & Belch (2004) as a paid form of communication through nonpersonal components such as T.V, radio, newspaper and magazines about an organization, product, service or idea by an identified sponsor; likewise Kumar & Mittal (2002) defined advertising as controlled, identifiable information of products, services to persuade customers through mass communication media. Therefore, from it can be said that advertising basically aims to create awareness through popularisation of the products among customers and persuade them to purchase it. But the common debate today is that, how advertising works? Fill (1999) suggested two polarised views regarding this subject: the first is referred to strong theory of advertising and the second one is referred as weak theory of advertising. In this essay, these two theories are discussed thoroughly to understand how advertising works; furthermore some models of each of the theory are also discussed to extend the understanding. Finally comparisons between the theories are drawn to generate a proper conclusion of ‘Strong’ and ‘Weak’ theory debate of advertising.…

    • 3143 Words
    • 13 Pages
    Best Essays
    Read More
  • Powerful Essays

    The Concept of the Human Person must be at the Heart of all Ethical Inquiries
    • 3343 Words
    • 14 Pages

    The Concept of the Human Person must be at the Heart of all Ethical Inquiries

    Biesaga, Tadeusz. “Sytuacjonizm etyczny,” Vol. 9. of Powszechna Encyklopedia Filozoficzna. Lublin: Polskie Towarzystwo Tomasza z Akwinu, 2008.…

    • 3343 Words
    • 14 Pages
    Powerful Essays
    Read More
  • Powerful Essays

    Poland Country Analysis
    • 10897 Words
    • 44 Pages

    Poland Country Analysis

    has been seen as a great investment due to the people of Poland and its…

    • 10897 Words
    • 44 Pages
    Powerful Essays
    Read More
  • Satisfactory Essays

    The Role of Network the Impact of Information Technology on Business Strategy Development in Construction Companies
    • 30110 Words
    • 121 Pages

    The Role of Network the Impact of Information Technology on Business Strategy Development in Construction Companies

    IZJAVA Študent Damir Mesarić izjavljam, da sem avtor tega magisterskega dela, ki sem ga napisal pod mentorstvom dr. Aleša Groznika ter somentorstvom dr. Tomaža Čaterja in skladno s 1. odstavkom 21. člena Zakona o avtorskih in sorodnih pravicah dovolim objavo magisterskega dela na fakultetnih spletnih straneh.…

    • 30110 Words
    • 121 Pages
    Satisfactory Essays
    Read More
  • Powerful Essays

    Comunication Strategy of Coke N Pepsi
    • 32587 Words
    • 131 Pages

    Comunication Strategy of Coke N Pepsi

    01 September 2008 Muhammad Kashif Omer Malik Qilah Lachman Sing, Ravi Road, Lahore, Pakistan. m_04119_omer@hotmail.com +923214912558 Master level thesis in Business Administration (15 ECTS) Marketing Communication of Pepsi and Coca Cola in Pakistan Leif Linnskog How the marketing communication of Pepsi cola and Coca cola is seen in Pakistan and how come the strong position of Pepsi cola? The research is done basically on the qualitative format in which some facts and figures are used for the support of the central issue of research. The data was collected by approaching different sources including primary and secondary styles. The purpose of this research is expose the facts of the appearance of both Pepsi and Coca Cola in Pakistan in terms of marketing communication. This research is mainly based on the marketing communication in which the purpose is to expose the either company’s marketing communication on the media and contribute the matter to the fact of Pepsi cola’s strong position. The appearance can be better in seen in the physical manner and the marketing communication is the best possible activity for the companies to be apparent to others. Marketing communication in fact cover many aspects as it expose the products as well which can be seen by the public. Pepsi seems stronger in all of the contributed parts than Coke. Pepsi has more brands than Coke and cover higher media than Coke. Pepsi Cola advertise with almost all of the brands while Coca Cola…

    • 32587 Words
    • 131 Pages
    Powerful Essays
    Read More
  • Better Essays

    Kantor
    • 4214 Words
    • 17 Pages

    Kantor

    At the beginning of my work I would like to briefly present tha characteristic of Polish Theatre.…

    • 4214 Words
    • 17 Pages
    Better Essays
    Read More
  • Powerful Essays

    Furniture Business Plan.Doc
    • 6774 Words
    • 28 Pages

    Furniture Business Plan.Doc

    Investitor: “Windora” d.o.o. POSLOVNI PLAN POKRETANJA PROIZVODNJE I PRODAJE PVC STOLARIJE [pic][pic] Autor poslovnog plana: Prvulj Dragana 98/349 Jul 2007. godine…

    • 6774 Words
    • 28 Pages
    Powerful Essays
    Read More
  • Powerful Essays

    Velike Boginje Analysis
    • 2483 Words
    • 10 Pages

    Velike Boginje Analysis

    Boginje (poznate pod latinskim nazivom variola ili variola vera) su zarazna bolest svojstvena čovjeku koju izazivaju dvije inačice virusa variole zvane Variola vera major i Variola vera minor.…

    • 2483 Words
    • 10 Pages
    Powerful Essays
    Read More
  • Satisfactory Essays

    Coca Cola Advertising Hits
    • 327 Words
    • 2 Pages

    Coca Cola Advertising Hits

    2. How did Zocor neutralize the entry strategy of Vidastat in the anti-cholesterol market? If you were the product manager for Zocor, what might your strategy have been if you had been faced with the same situation?…

    • 327 Words
    • 2 Pages
    Satisfactory Essays
    Read More
  • Satisfactory Essays

    Coca Cola Abstract
    • 444 Words
    • 2 Pages

    Coca Cola Abstract

    This project is about the different types of sales and promotions tools used by the Coca-Cola Company to attract customers towards their product. This will includes that advertisements and sales promotions are very important tool in today scenario. This project is essential reading for any serious…

    • 444 Words
    • 2 Pages
    Satisfactory Essays
    Read More
  • Good Essays

    Praskova E Grammar In Newspapers PH 20
    • 12546 Words
    • 59 Pages

    Praskova E Grammar In Newspapers PH 20

    University of Pardubice Faculty of Arts and Philosophy Department of English and American Studies Grammar in Newspaper Headlines Bachelor Paper Author: Eva Prášková Supervisor: PhDr. Petra Huschová, Ph.D. 2009 Univerzita Pardubice Filozofická fakulta Katedra anglistiky a amerikanistiky Grammar in Newspaper Headlines Gramatika novinových titulkù Bakaláøská práce Autor: Eva Prášková Vedoucí: PhDr.…

    • 12546 Words
    • 59 Pages
    Good Essays
    Read More