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    Reading an Advert Essay (2399 words)

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    The first bit in the advert shows a predominantly red background with dancers silhouetted in the bottom left hand corner. I think that the silhouette is in the corner because that isn’t what we are supposed to see. Even though this image shows enjoyment and excitement as the feeling you get from coca-cola, this isn’t what they are selling. In the bottom left hand corner as well there is a small logo saying, “dance”. The writing in this caption is in much the same style as the coca-cola logo so this and the red could both be the first signs of coca-cola. The second clip is of a hand on a keyboard.

    As in the last clip, the caption, “dance” is still in the corner. In this piece there is no harsh colours but the main colour is still red. This clip is when the music starts and the hand looks like it is playing the adverts theme. Music and dance play a big part in this commercial and this shows excitement and moving around that shows you can never be still. The camera focuses on the black and white of the piano keys. This could be to suggest the contrast between the feeling that you get from coca-cola and any other drink suggesting coca-cola is unique.

    The third extract is of a commuter at a station dancing on the platform. The caption “dance” is still in the bottom left hand corner. The obvious thing that strikes you is that the man does not care if people are watching him or what they think about him. He is having a good time and he has no cares when he is drinking coca-cola even if he is going to or coming back from work. The thing about this clip is that is in a very unusual place, which shows that it can be drunk and enjoyed anywhere and that it can take all your cares away, even if you are going to work.

    The man is the central figure, even though his face is blurred, because he represents the action and energy made by the feeling you get from a coca-cola. In the background is a drinks vending machine with the coca-cola logo on the side. This is to remind you that he gets the feeling from coca-cola and also plays a part in the anchorage of the whole advert. The fourth extract is of three coke bottles dancing. This implies that the coca-cola has so much energy in it, the bottles even move themselves. This is an insight into the effect it has on us.

    This is also when the caption “dance” disappears. This could be because the writing on the coke bottles is similar to the writing in the caption and so this shows the connection between action and movement dance and coca-cola. The cola bottle also moves to the beat of the backing track. The fifth part is of a night-gowned dancer in an attic bedroom. The main colour in this one is yellow which, to me, represents warmth, sunshine and summer. This could be to show that coca-cola is best drunk when it is summer and it is really hot weather.

    Also with the clip being in a bedroom it shows that coca-cola can wake you up even if you are sleepy at the end of the day and it puts you on a high. The aspect of being on a high is also shown because it is shot in an attic, which is obviously very high up in a house. This sixth clip shows you a woman dancing in a field with a child. The child symbolizes that coca-cola is not just for young adults, but all generations can have it and it has same effect. The overall colour in this one is also yellow which I think is suggesting the same thing as the one above clip 4.

    The woman’s body is not shown in this one because the main focus is the child. The child suggests innocence to the viewer and that coca-cola is not associated with wrong. This seventh extract shows two members of the bar staff dancing at work. In the background there is a coca-cola machine and this is to show that they are actually selling the coca-cola. Again, this clip shows you that you can have fun anywhere with coca-cola. The child’s face suggests innocence and pleasure. The eighth piece is of a woman drinking. She first takes a drink of coca-cola and then holds it up in the air.

    The main feature is the bottle but there is also the look of pleasure on her face that shows her feeling. The dark blue background contrasts with the red coca-cola bottle. Number nine is of 4 dancers in what appears to be a derelict warehouse. I think that they have used this background because it makes the dancers stand out. All of the dancers are wearing red and black. These are the “Coca-cola colours” as they are used in the logo. They appear to be very active and this could be a result of drinking the coca-cola product.

    They are tremendously enjoying themselves as shown by the looks on their faces. Clip ten, of the dancers in the field, is very much like the one of the child and woman in the field clip 6. They are very happy and appear to be having a very good time. One of them is holding a bottle of coca-cola in her hand and this shows you that they obviously get their feelings from the bottle of coca-cola. This will show people that the product can provide massive feelings of joy and pleasure and therefore they will want to experience it for themselves and then go out and buy the product.

    Extract eleven is of a commuter with headphones on. In his hand is a suitcase so he is evidently going to or coming from work. This shows you that you can drink it anywhere and at anytime. People going to work will think that they would like to feel like that when they are on their way to work so this will encourage people to at least try the product to see if they can get the same kind of feeling out of it. Also the setting is very unusual and this makes the man in the foreground stand out because he is different. This could be appealing to some people because they like standing out.

    The twelfth shot is of four disco/bar dancers with laser lights in the background. This shot is very futuristic to show that coca-cola can do anything. The laser lights in the background fan out gradually as they get to the top. This could be signifying the multiplying of the effect coca-cola has on people. The blue colour could characterize the coolness of coca-cola and that it is best when it is cold. Number thirteen shows a CU hand opening a bottle of coca-cola. The clip shows ice and water bursting off the bottle. This is showing you that the effect of coca-cola is very immediate, sudden and very refreshing.

    This could move people into buying the product because of the sudden effect and people want things that happen quickly. Shot number fourteen is of a woman on a phone with a bottle of coca-cola in her hand. She is plainly very excited about something because of the look on her face and the way she is moving around with a lot of energy. It is very clear from this clip of the advert and others that coca-cola gives you enormous amounts of energy and is very exciting. This image will sell mostly to the younger market like teenagers but it will also sell to older people as well.

    This fifteenth shot shows a man and a woman dancing on a terrace with the coca-cola image/logo reflecting in a puddle behind them. They are very active in this shot and this is again an example of the energy coca-cola is supposed to give people. The coca-cola image in the background is a reminder of the product that this advert is selling and that the energy that these dancers are getting is from coca-cola. Also it looks like this shot is taken on a rooftop and this is promoting the representation that coca-cola gets you high and gives you a buzz.

    The next clip number sixteen shows a woman in a shower room dancing in front of the mirror. The overall colour is yellow and this is an image of heat warmth and summer. Summer is a time of the year when people drink the most. This is the time of year, therefore, that the coca-cola company will make the most money. If they promote that image it could lead to increased sales and more consumers. The towel in the corner of the shower room is red and white striped and these are the colour of the coca-cola logo. Next is a shot showing three fame dancers. The front dancer is black, which is promoting equalities, and all people can drink it.

    Also there is a lot of movement and dancing in this piece, which is showing the amount of energy coca-cola gives you. This is very appealing to people who need an energy boost when they are feeling tired or run down. The eighteenth clip of the advert shows two gloved dancers similar to the ones we saw in clip 9 at the warehouse. The only difference is that this shot is focusing on their faces and their expressions rather than their dancing and their backgrounds. They are both wearing red and black and are dancing in unison. Their faces display a look of excitement and ecstasy made by the coca-cola product.

    The nineteenth clip is one of three coca-cola bottles dancing. This implies that the coca-cola has so much energy it moves. “It’s alive so it makes you alive”. Energy is a key factor in this advert and every clip shows movement of some kind. Number twenty is a man with a piano outside in the open air. What makes this clip so striking is the setting that it is in. It is saying that coca-cola motivates you to do anything and it doesn’t matter where it is or how it is done. The next clip is of a woman, clearly at work, throwing all her papers into the air.

    This is implying that coca-cola takes all your cares away and when you are drinking coca-cola nothing matters anymore because you’ve got the buzz that coca-cola is supposed to give to you. This image could be very enticing to people who are at work and feeling fed up with their work. Clip number 22 is of a man and a woman in front of, what looks like, a very expensive car. This is suggesting that these people would rather have fun with a cheaper can of coca-cola than an expensive car. This means that most people who can’t afford a car can always get the same pleasure out of a coca-cola.

    Clip number 23 is of a youth, boogie-box and a bottle of coke. This shot has a weird camera angle and it focuses on the boys face. The background is black and this makes the items and objects stand out over it. The aim of this clip is to show that it can be drunk to add to the feelings of happiness and excitement that you already have like this youth is already having a good time but then he decides to add to it by drinking coca-cola. This clip, number twenty-four, is kind of a microcosm of the whole advert which is summed up in the mans movement and the large coca-cola advert behind him.

    The man and his movements signify the whole energy of the advert and the big coca-cola logo in the background signifies the whole effect of coca-cola in the advert. The last clip is of a woman running with her arms in the and her hair blowing behind her. The look on her face is one of pleasure and joy. The caption underneath her reads, “you can’t beat the feeling” plus the trade mark. The word “can’t” is a word, which suggests that there is no other like coca-cola and it is impossible to be better than it. Beat is a word, which suggests superiority over all other drinks.

    The camera focuses on her face and the look on her face, obviously from drinking the product. “Feeling,” relates to the look on her face. This is a good picture to end on because it goes well with the phrase, “you can’t beat the feeling”. She looks like she is really enjoying herself. This is an important shot in the advert because this is the anchorage and will stick in people’s minds along with the logo. The whole advert suggests movement and liveliness and obviously this is the supposed effect that coca-cola has on you.

    People will be grabbed by the suddenness of each shot and the way the advert “shouts out” at you to go and buy the product, because if you do you will be immediately transformed into a person who hasn’t got a care in the world and has bags of energy. We get the impression that coca-cola can be an uplifting experience for people who are down and it can add to a feeling of pleasure if they are already enjoying themselves. The sound track on the advert goes very well with the image of dancing and energy that the advert portrays. The sound track is very lively.

    Most adverts music is just there for effect but the music in this advert plays a very important role and without it the advert would not work. Music for some adverts would not have words in either but this one does. This could be because there is no other speaking in the advert and this is to get the message across instead of having lots of talking over it and spoiling the advert. Also a song is catchier than a voice and people will remember a song more easily than a voice over. Altogether with the music and shots the advert is altogether is very lively and this is what the coca-cola company wanted to show as the effects of the product.

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