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Analysis of the advertisement of Coca-Cola Light "The young woman and the Priest"

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documents in English
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term papers
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3 pages
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  1. Introduction
  2. The issuer of the advertisements
  3. The theory of cognitive dissonance
  4. The purpose
  5. The concept
  6. Camera-work
  7. Conclusion

Coca-Cola Light is a brand owned by The Coca-Cola Company. It is advertizes through visual media such as TV and the internet. Coca-Cola fans are frequent viewers of TV ads on the internet. The Internet ensures better retention than TV ads. Beside seduction advertising is more theatrical and is better received when it is broadcasted on the web. The advertisements target customers in the age range of 15-35 years. The customer segmentation is classified on factors like age, gender, customer lifestyles and preferences.

[...] It is not known who was arrested by the sound at the opening of the can, but he then turns around and sees the young woman in a suggestive position, drinking the beverage. He turns away, so as not to see, almost panicked, in an attempt to find a solution to his "problem". The background music becomes jerky, becoming more insistent, increasing a sense of panic and emotional oppression. The young woman's face is shown again, looking at young man from the corner of her eye. [...]


[...] The orange in the robe of the woman is visible from far, depicting her balance of mind, beauty, grandeur and ambition. Red, is present in the fire, the sun, and in the women's dress, It symbolizes desire and creativity. Red is seen as the color of modesty, as well as that of passion. At the end of the advertisement when the priest makes the sign of the cross on the forehead of the young woman, it seems as if having been touched and blessed by the revelation she has [...]

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