-
Oral B's More
Similarly, this ad uses a stacking technique to persuade viewers of the product's quality. Both describe their products in several short, positive ways. -
The Satisfying Beverage
Coca-Cola uses a stacking technique, calling its product "Delicious! Refreshing! Thirst-Quenching!" and using other positive descriptions while showing people enjoying it. Since it's convincing the viewer of the quality of the product, this ad primarily uses logos. -
Pepsi Penguin
Pepsi uses a similar ad with its "Pepsi Penguin." The ads share the idea of using a happy animal to show that their product brings happiness. -
Coca Cola Polar Bear
The first Coca Cola polar bear ad from 1922 had an emotional appeal. The ad showed a happy bear getting a Coke from a seal. It shows that the drink is refreshing, is cool, and brings happiness. It uses pathos, as it brings up emotion. -
...It Was a Stroke of Luck for Me!
This ad for Folger's coffee uses a similar comic design. Normal people (plain folks) discover enjoyment from using the product being advertised. -
The Drink That Keeps You Feeling Fit For What's Ahead
Coca-Cola then began to explore more creative advertising formats. Here, the company created a comic strip promoting its product. It uses a plain folks technique, depicting a man in a familiar situation appreciating and enjoying a coke. This obviously relies on ethos, since the product and the man enjoying it are depicted as reliable. -
Coca Cola Santa Claus
The Coca Cola Santa from 1931 was using an emotional appeal to get to the audience. It attempted to show that Santa was bringing happiness. In the add it shows a smiling, chubby Santa who is saying " Make someone happy." Pathos was clearly used in the ad being that it has emotional appeal. -
Pepsi Santa
Pepsi made a stereotypical Santa similar to Coca-Cola's Santa. Both look very similar, being chubby and happy to drink their products. Just like Coca Cola, Pepsi is trying to make it seem that their product will bring happiness to others. -
It's the real thing
The Coca Cola company was in hard times when another company began to copy their formula and sell a similar product. The ad was putting down the other company for not being the original or actual product. It used the "name calling" method to convince more people to use the original product. Pathos was used in the ad to create feelings of guilt for drinking the copycat's drink. -
Coca Cola opponent
A copy cat company also used an advertisement based on name-calling but with the opposite view. The opponent made their sign the very similar and used a logo that was almost identical to Coca Cola's logo. They were also using nearly the same formula. -
Thirst Knows No Season
Coca-Cola explores using more eye-catching advertisements. This ad uses a picture which helps demonstrate Coca-Cola’s current slogan, the idea that "Thirst has no season." At this time, different slogans were being used in different ads. Since Coca-Cola is again trying to make its product seem reliable any time, this most closely fits with ethos. -
Yes You Can, One For All
Similarly, this Pepsi ad makes Pepsi seem like a reliable thirst-quencher anytime, but instead of a picture and a slogan two slogans are used. In both, the slogan technique is the focus. -
Things Go Better With Coke
Coca-Cola uses a transfer technique to associate Coke with baseball, America’s favorite pastime. It also vaguely says other “things” go better with Coke. Since it’s drawing on viewers’ memories of doing something enjoyable, this advertisement is based on pathos. -
Everything's Better with Blue Bonnet on It
Although this advertisement is not related to baseball, it uses very similar wording to the Coca-Cola ad and is equally general in what the product does and why it makes things better. It uses terms like flavor and nutrition, which vary from person to person. -
Canada Dry's "Enjoy Life"
Canada dry has nearly the same ad style but states "enjoy life." Both companies strongly suggest that viewers will be happy when they drink their product. The ad uses the same advertising technique as Coca-Cola and attempts to say that the drink will make someone feel better. -
Have a Coca-Cola and a Smile
The "Have a Coca-Cola and a Smile" ad from 1970 appeals to the world in an emotional way so that a Coke looks as if it will bring a smile upon your face. The boy and girl are on a beach and are healthy and happy.The ad uses the rhetoricle device pathos because of its strong emotional contingency. -
Diet Coke
This Coca Cola ad from 1980 uses a testimonial to get the attention of the audience. It has an actor who is posing with the product while smiling and therefore promoting it. The ad also includes facts, stating it "has less than 1 calorie." Therefore, the ad uses the rhetorical devices ethos and logos. -
Beyonce Pepsi
Pepsi uses a testomonial just as the Coca Cola ad did. The ad shows Beyonce drinkinking Pepsi with the logo brightly lit. -
Coke Is It!
Coca-Cola uses a strategy of sponsorship to promote the drink as shown in this ad. It features an Olympic medal awarding a coke to represent the Olympic support of the drink. In this way, it is a sort of implied testimonial, as viewers are likely to trust in the quality of Coca-Cola when they see the Olympic community supporting the drink. Since convincing the viewer of trustworthiness is a major focus, this ad fits within ethos. -
Papa John's NFL
This ad is similar to the Coke ad since Papa John’s is using its sponsorship of the NFL as a way to convince viewers of its quality. Fans of the NFL will be more likely to buy from Papa John’s from the association.
