Coca Cola advertisement

Coca Cola advertisement

Pencil and paperOnline interactive
Overview
Using this Resource
Connecting to the Curriculum
Marking Student Responses
Further Resources
This task is about identifying how advertising techniques are used for effect.
Watch the following advertisement for Coca-Cola and then answer the questions that follow. The advertisement was released in 2000 and is titled "Snowflake".

Question 2Change answer

a)  This advertisement creates a feeling of happiness. Describe three ways it does this.
1.
2.
3.
 

Question 2Change answer

b)  In this advertisement the product being advertised is not revealed until near the end.
     What is the reason for this?

Question 2Change answer

c)  How does the use of contrasting scenery (mountains and beach) help to sell the product in this advertisement?

Question 2Change answer

d)  What are two ways that the music helps develop the impact of the visual images in the advertisement?
1.
2.

Question 2Change answer

e)  How does the use of nostalgia help to promote Coke in this advertisement?
Task administration: 
This task requires access to Youtube and can be completed with pencil and paper or online.
  • Students may complete the exercise at the computer or the advertisement could be shown using a data projector for a whole class assessment.
  • Let the students know they may need to watch the advertisement a number of times.
Level:
5
Curriculum info: 
English, Making meaning, Viewing
Keywords: 
advertisement, moving image, impact, website
Description of task: 
Students view a television advertisement, and answer questions about advertising techniques and the effect on the audience.
Answers/responses: 
a) For any 3 of:

  • laughter/calling out of the children;
  • scenes of playing on the mountain;
  • playing on the beach;
  • people are smiling;
  • dancing in the snowflakes;
  • other observations from the advertisement that contributes to a feeling of joy.
b) For any 1 of:

  • The fun/joyful/positive mood of the advertisementis established, the product is revealed, and the association between the mood and the product (Coke) is made/delayed positive association.
  • Creates curiosity in the viewer/makes them keep watching/stimulates interest.
c) For any 1 of:

  • The mountain and the beach are both places of fun, and Coke is a part of that.
  • The heat of the beach makes you thirsty and the mountain is refreshing/invigorating.
  • Suggests that Coke is for different seasons (winter and summer).
d) For any 2 of:

  • Quieter classical music in the snow scene helps develop a more dream-like feeling, and evokes memories.
  • The advertisement opens with a sound of an organ (angelic) which compliments the camera as it "flies" in and around the children playing.
  • The organ melody connects all the different shots, and adds energy through a drum beat in the transition from mountains to beach (winter to summer).
  • The music gets stronger with more beat as the advertisement builds toward the climax, when the product is revealed.
  • Other reason for the choice/use of music that links to a visual image.
e) For any 1 of:

  • The viewer may associate these memories of play with their own childhood; and thereby associate with the people in the advertisement who drink Coke.
  • Re-live your childhood by drinking Coke.
  • Showing happy times and memories and those happy people all drink Coke.
  • Coke has always been there for you, since you were young.