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Coke Recycles
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In the recent years, Coca Cola has been pushing its recycling program. As one of the biggest beverage companies in the world, Coke sells millions of plastic bottles every year. Coke has recently released this ad where they highlight their recycling efforts. As many people may remember from the Sustainability Fair in the fall, Coke is going to great lengths to inform consumers of the company’s recycling efforts.
This message portrays many instances of consumer acquisition, use, and disposition of Coke products. It is able to appeal to consumers’ environmental values of preserving resources. By showing how every person that drinks a Coke product contributes to the company’s recycling efforts, Coke is able to address the perceived consumer effectiveness. This is also a very relevant message to consumers with the big cultural push of sustainability. With Coke showing how individual consumers can have a virtually effortless effect on sustainability through how they choose to dispose of Coke products, the company is able to portray a favorable brand image and company reputation to its thousands of consumers.
Go World
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Many of you may remember this Visa commercial that aired in the United States during the 2008 Summer Olympics in Beijing. It was a part of a campaign to support the 2008 Olympics through television, radio, print, and more. From May through the end of the Olympic games in 2008 Visa was given exclusivity in their category for advertising and sponsorship of the Olympics on NBC.
What is striking about this ad is that it not only appeals to Americans to unite in support of the United States athlete representatives, but it also reminds people that everyone on the planet comes together to celebrate these events and there is more reason to celebrate our similarities than our differences. It uses this point of view to show how diverse the world and American culture is. The television spots show a variety of American athletes as well as memorable athletes from years past from different countries.
Several Americans watched the Summer Olympics at some point in 2008, so Visa had the ability and opportunity to reach a wide variety of Olympic consumers who would find the ads relevant and moving. Visa uses several different tactics to appeal to consumers through these ads. They use the appeal of aesthetics and pleasant pictures throughout the commercial by portraying significant moments in a sepia hue. They also use emotional appeals through these memorable events in Olympic history. In television spots other than this one, Visa invokes nostalgia and memory retrieval through images of past Olympians.
This kind of support and sponsorship of world athletes during arguably the most significant athletic moments of their lives, shows consumers that Visa cares for America and the world. It builds Visa’s credibility, brand image, and company reputation through these messages, placing the brand in a favorable light in consumers’ eyes. These uplifting emotional messages serve to benefit not only the Visa brand and its marketers, but also consumers and athletes in the process.
Daddy Dearest
Posted by: | CommentsThis is one of a series of media ads that encourages fathers to be a part of their children’s’ lives. Sponsored by the Advertising Council, the US Department of Health and Human Services Administration for Children and Families Office of Family Assistance, and the National Responsible Fatherhood Clearinghouse, these ads were launched coinciding with Father’s Day. The reason this campaign was launched is because millions of children live without their biological fathers and are more likely to be poor, use drugs, experience educational, heath, emotional, and behavioral problems, among other things.
The series of television spots created through this campaign applies to people through humor and depicting a diverse range of family types. I found this ad to be my favorite because the ad depicts a father helping his daughter in ways not many fathers would. The other spots can be seen at http://www.fatherhood.gov/media/tv/index.cfm.
The series shows a diverse range of relationships between father and daughter or father and son. With the popular belief that money equals happiness, this campaign serves to portray the value that family is happiness. The variety of the roles depicted through these television spots also serves to reverse gender stereotypes where the father practices cheerleading with his daughter (commonly believed to strictly be a girls’ activity) or the father makes lunch for his son (believed to be the mother’s job).
One of the main reasons I believe this campaign to be socially responsible is because it wants to fight community evils like theft, drug abuse, educational issues, and much more by showing how father child relationships can make people happier. Yes this campaign mainly endorses father children relationships, but it also serves to encourage healthy marriages. Culture, background, and life experiences all influence consumer behavior and buying decisions. The campaign for responsible fatherhood serves to promote the health and happiness of consumers and their life experiences.
