Preview

Coca-Cola Rhetorical Strategies

Good Essays
Open Document
Open Document
423 Words
Grammar
Grammar
Plagiarism
Plagiarism
Writing
Writing
Score
Score
Coca-Cola Rhetorical Strategies
It’s the Most Wonderful Time of the Year Coca-Cola is one of the largest recognized brands in the world, and that credit is owed to the large part of the company’s advertisement. Several other soft drink companies have tried but yet failed to compete with Coca-Cola’s advertising, making it a significant lead in the region of marketing. Coco-Cola uses ethos and pathos as rhetorical strategies to make the claim that their drink is delicious and refreshing, even Santa Clause, busiest man in the world, takes time out to drink it.
The Coca-Cola Company appeals to ethos by using a Christmas theme. The company has been able to match its annual Christmas advertising campaign with one of the holiday season's most significant characters, Santa Clause.
Continue Reading
View Writing Issues

You May Also Find These Documents Helpful

  • Good Essays

    Rhetorical Devices and Strategies: Coca Cola and Grove Press
    • 976 Words
    • 4 Pages

    Rhetorical Devices and Strategies: Coca Cola and Grove Press

    Within society power struggles are inevitable and in the business world it is no different. The letters of correspondence between an executive of the Coca-Cola Company, Ira C. Herbert and a representative of Grove Press, Richard Seaver express their different viewpoints on the use of Coca-Cola’s slogan “It’s the Real Thing”, in an advertisement promoting Diary of a Harlem Schoolteacher by Jim Haskins. Both Herbert and Seaver attempt to out smart each other through their use of rhetorical techniques and strategies.…

    • 976 Words
    • 4 Pages
    Good Essays
    Read More
  • Powerful Essays

    Pepsico Rhetorical Analysis Paper
    • 3542 Words
    • 15 Pages

    Pepsico Rhetorical Analysis Paper

    Fifty-inch plasma TV, Xbox 360 game console, IPhone, the latest shoes, and the beer that your friends drink come in packaging, the thing that wraps up our food, our toys, and keeps our things looking good. Some packaging is used to lengthen the life of the food eaten, other forms are used to protect the product from the outside environment and the risk of contamination. Packaging is also used to inform the consumer about the product like giving instructions on how to use the product or the expiration date. The various types of packaging are also efficient…

    • 3542 Words
    • 15 Pages
    Powerful Essays
    Read More
  • Good Essays

    P1/P2 Creative Product Promotion Describe the Promotional Mix Used by Two Selected Organisations for a Selected Product/Service
    • 1379 Words
    • 6 Pages

    P1/P2 Creative Product Promotion Describe the Promotional Mix Used by Two Selected Organisations for a Selected Product/Service

    Advertising – Coca-Cola uses one of the most modern and popular advertising. Christmas advertisment most popular and Coca-Cola uses Santa Clause because he is with red suit and a white beard and he did not always look that way as Coca-Cola advertising shaped him like that. They use different types of advertising such as:…

    • 1379 Words
    • 6 Pages
    Good Essays
    Read More
  • Good Essays

    Map the Supply Chain Paper
    • 813 Words
    • 3 Pages

    Map the Supply Chain Paper

    The Coca-Cola Company is one of the best known brands in the world because of their commitment and effective marketing strategies. The company understands their target markets and the logistics required to have their products reach their customers across the world. The Coca-Cola Company uses an efficient, extensive network of distributors to reach retailers, and ultimately, their consumers, making their products available when and where customers want them.…

    • 813 Words
    • 3 Pages
    Good Essays
    Read More
  • Powerful Essays

    Final Week 6 Team Marketing Plan III
    • 3117 Words
    • 13 Pages

    Final Week 6 Team Marketing Plan III

    The Coca-Cola Company is the industry leader in selling soft drinks. Its brand is easily recognized and well established. A well designed integrated communication marketing plan is critical to the success of the launch of Coca-Cola…

    • 3117 Words
    • 13 Pages
    Powerful Essays
    Read More
  • Good Essays

    Rhetorical Analysis Of Coca-Cola
    • 872 Words
    • 4 Pages

    Rhetorical Analysis Of Coca-Cola

    It makes appeals to ethos which is emphasized by the fact the company chose to use Santa Claus in order to represent Coca-Cola and that it is his drink of choice. This helps create trust with the consumer and desire for the product. If Santa Claus drinks it, it must be great! Pathos, otherwise known as emotion is also utilized in this advertisement. Santa tends to bring people joyous thoughts when the holiday season comes around. The knowledge that Christmas is close means time spent with family and the excitement of gifts to come. The ad uses the promise of enjoyment by simply stating, "Open Happiness". This message implies that if you simply open a bottle of Coca-Cola, it will bring you the feeling of joy that is then amplified by the consumption afterwards. A feeling of magic is also conveyed with the use of Santa creating snowflakes with his breath. The one that the ad seems to be lacking in is reasoning, or logos. Nothing in the ad directly provides information to the consumer or any type of logic to help them make a rational decision. The advertisement in itself is still very effective considering they bring back Santa every…

    • 872 Words
    • 4 Pages
    Good Essays
    Read More
  • Satisfactory Essays

    Rhetorical Analysis Of Coca Cola
    • 470 Words
    • 2 Pages

    Rhetorical Analysis Of Coca Cola

    Coca-Cola Executive Ira Herbert sent out a letter to Richard Seaver urging Grove Press Inc. to immediately end their use of the slogan "It's the real thing," which Coca-cola claimed rightfully belonged to them. Seaver responded to the letter by stating the company recognized Coca-Cola's reasons as to why they should stop the use of the slogan; however, Seaver employs satire/irony, allusions and a condescending tone to assert the fact that Grove Press Inc. will not render their privilege to use the phrase, "It's the real thing."…

    • 470 Words
    • 2 Pages
    Satisfactory Essays
    Read More
  • Good Essays

    Rhetorical Analysis Of Coca Cola
    • 300 Words
    • 2 Pages

    Rhetorical Analysis Of Coca Cola

    Towards the third section of Herbert’s letter, he argues how the Coca-Cola company was the first to create the slogan and advertised by them since the beginning. In order to illustrate the sense of ownership Herbert applies at various of dates,“…first used in 1942...1954...summer of 1960 and it is our main thrust for 1970,” (lines 16-17). Utilizing the tone of condescension in the third section, Herbert’s tactic is to dismay ownership and rightful power to the slogan by emphasising the dates and seniority Coca-Cola has. Herbert’s stern and whiny tone of Coca-Cola being the first ones to have used the slogan does not necessarily provide a persuasive argument, unlike Richard Seaver. Seaver instead of just complaining uses a more sympathizing…

    • 300 Words
    • 2 Pages
    Good Essays
    Read More
  • Good Essays

    Coke vs Pepsi
    • 688 Words
    • 3 Pages

    Coke vs Pepsi

    Similarly, Pepsi's advert uses a music icon; Snoop Dogg on their recent Christmas advert illustrating title “A Christmas Story from Snoop Dogg” sitting on a couch, a story to a young man sitting beside him. It starts on the night before Christmas, the whole world was chilling waiting for Santa Claus, except a Jewish prince, Santa delivers goods that night, even down the hood, but was tired of one meal and cookies. Santa later drops the meal and saw a Pepsi max.…

    • 688 Words
    • 3 Pages
    Good Essays
    Read More
  • Powerful Essays

    Introducing the New Coke
    • 2311 Words
    • 10 Pages

    Introducing the New Coke

    The author Susan Fournier, in the case study went on by presenting the history of the Coca-Cola Company: how the company started and how throughout its history it became a brand, a part of everyone’s life both nationally and globally. Anecdotes and little stories were told about how Coca-Cola became a part of the American Culture, it how it changed the way consumers around the world perceived the Christmas holiday (Coca-Cola Classic Santa Claus).…

    • 2311 Words
    • 10 Pages
    Powerful Essays
    Read More
  • Powerful Essays

    Pepsi vs Coke
    • 1511 Words
    • 7 Pages

    Pepsi vs Coke

    For more than a century, Coca Cola and PepsiCo have been the major competitors within the soft drink market. By employing various advertising tactics, strategies such as blind taste tests, and reward initiatives for the consumer, they have grown to become oligopolistic rivals. In the soft-drink business, “The Coca-Cola Company” and “PepsiCo, Incorporated” hold most of the market shares in virtually every region of the world. They have brands that the consumers want, whether it be soft-drink brands or in PepsioCo’s case, snacks. With only one soft-drink market, the two competitors have no choice but to increase sales by stealing the other competitor’s clients. This led to the term, the “cola wars” which was first used to describe the “mutually-targeted” marketing campaigns in the 1980s and 1990s. A revival of the Cola wars is occurring now as PepsiCo remakes a well-known comparative commercial and resurfaces old tactics used in 1979. A closer look at their advertising styles and market shares will provide us with an idea of how the future will be for these two competitors.…

    • 1511 Words
    • 7 Pages
    Powerful Essays
    Read More
  • Good Essays

    Anorexia
    • 1482 Words
    • 6 Pages

    Anorexia

    3. The Coca-Cola Company is credited with helping create the image of a jovial, merry Santa Clause that we know today; before 1862, Santa was more of an elf-like figure than the round, jolly man seen in popular culture now.…

    • 1482 Words
    • 6 Pages
    Good Essays
    Read More
  • Good Essays

    Misuse of Ipads
    • 1734 Words
    • 7 Pages

    Misuse of Ipads

    The Coca-Cola is one of the most popular and recognizable brands in the world. According to the social surveys, Americans associate “Coca-Cola” with the spirit of patriotism and as a reminder of a traditional American values and the lifestyle (Slater, 2000, p. 202). Coca-Cola being a brand with few decades’ history has a strong organizational culture and well-defined, structured mission and vision directions. On the of official webpage of the company it is said that…

    • 1734 Words
    • 7 Pages
    Good Essays
    Read More
  • Powerful Essays

    Coca Cola Market Strategy
    • 7569 Words
    • 31 Pages

    Coca Cola Market Strategy

    A Report on Strategic Management Case Of COCA COLA (Year 2007) Subject: Managerial Policy Section: “B” [MBA – Evening Program] Faculty: Brig. (ret.)…

    • 7569 Words
    • 31 Pages
    Powerful Essays
    Read More
  • Powerful Essays

    Marketing Coca Cola
    • 810 Words
    • 4 Pages

    Marketing Coca Cola

    Being the leader in the beverage industry Coca-Cola Company is one “of the most powerful companies on the globe” (Petanjek, 2013). The primary competitor of Coca-Cola Company is PepsiCo (“Bottled and Canned,” n.d.). A 2012 article in Beverage Digest claimed that both Coca-Cola and PepsiCo together held nearly 90% of the soda market (Lambert, 2012). Furthermore, Beverage Digest reported Coca-Cola outperformed PepsiCo in both carbonated soft drinks (CSDs) and liquid refreshment beverages (LRBs) (“Special Issue,” 2014). In spite of its sales being down from the previous year, Coca-Cola beat the competition by being crowned once again as “the No. 1 beverage company” (“The Top,” 2014).…

    • 810 Words
    • 4 Pages
    Powerful Essays
    Read More

Related Topics