An Analysis of the Stubbies Advertisement by Coca-Cola
The 2005 ‘Stubbies” advertisement by Coke-Cola owned soft drink company Lemon and Paeroa (L&P) is constructed in such manner to produce ‘New Zealand’ within it text. The advertisement has been produced with particular attention and reference to New Zealand and New Zealanders, subjugating a sense of nationalism among viewers. This essay analyses and explains how L&P creates and fosters a sense of national identity among viewers through elements of; nationalism, banal nationalism, and symbolism.
The 1970s styled advertisement for L&P was created by the production company Sliversceen Auckland. The storyline shows a formally dressed suited male entering a tailor shop and becoming acquainted with the casual clothing item of ‘stubbies’ shorts (Vist4ads 2005). These are an iconic clothing item associated with rural New Zealand and are coupled with values such as practicality and comfort. A range of men are then shown in variety of situations depicting the versatility of the stubbies shorts. Although a great deal of focus is given to the stubbies shorts, the item being advertised is the soft drink L&P. It is drunk throughout the commercial, and the advertisement suggests that both stubbies shorts and L&P are essential items of iconic ‘kiwi’ culture. This is reinforced through catchphrase ‘You were there and so was L&P.’ The use of personal pro-noun ‘You’ connects and involves the audience with advertisement through the nationalistic branding technique of ‘co-creation (ZALA VOLCIC and MARK ANDREJEVIC 2011).’The reliance as brand placed upon consumers to build and disseminate the brands identity. The brand L&P has constructed their advertisement in a particular way which leaves a reliance on consumers to reflect, build and distribute brand identity of being an iconic ‘kiwi’ favourite soft drink through drawing on their proud heritage and positive pastimes which make up New Zealand identity and culture.
The consciousness of a space as a nation requires a level of
The 1970s styled advertisement for L&P was created by the production company Sliversceen Auckland. The storyline shows a formally dressed suited male entering a tailor shop and becoming acquainted with the casual clothing item of ‘stubbies’ shorts (Vist4ads 2005). These are an iconic clothing item associated with rural New Zealand and are coupled with values such as practicality and comfort. A range of men are then shown in variety of situations depicting the versatility of the stubbies shorts. Although a great deal of focus is given to the stubbies shorts, the item being advertised is the soft drink L&P. It is drunk throughout the commercial, and the advertisement suggests that both stubbies shorts and L&P are essential items of iconic ‘kiwi’ culture. This is reinforced through catchphrase ‘You were there and so was L&P.’ The use of personal pro-noun ‘You’ connects and involves the audience with advertisement through the nationalistic branding technique of ‘co-creation (ZALA VOLCIC and MARK ANDREJEVIC 2011).’The reliance as brand placed upon consumers to build and disseminate the brands identity. The brand L&P has constructed their advertisement in a particular way which leaves a reliance on consumers to reflect, build and distribute brand identity of being an iconic ‘kiwi’ favourite soft drink through drawing on their proud heritage and positive pastimes which make up New Zealand identity and culture.
The consciousness of a space as a nation requires a level of
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