The literal meaning of Coca-Cola`s name is from two different words that are Coca – means the leaves – and Cola – kola nuts. The more profound definition of Coca-Cola means providing more happiness to people across the globe by providing cool drinks. Coca-Cola stands for connecting with more individuals no matter which country they are living in. the company name has always remained the same though it does its advertisements differently depending on the country. A significant part of Coca-Cola`s success is its emphasis on brand over product. Coke doesn’t sell a drink in a bottle, it sells “happiness” in a bottle. Coke aims to sell consumers the experience and lifestyle associated with its brand.
5. Apple (1984)
Toward the end of the video, the youthful athlete lunges her sledgehammer at the giant screen, smashing it leaving a look of shock and relief on the faces of the general public (see fig.6). The question I asked was why female? The fact the young, youthful athlete was a female suggests to me that Apple where seen as the underdog by IBM, which shows never underestimate the underdog. The essential characters to an effective story are the protagonist and the antagonist; hero and villain” (Kattan, 2012). In this particular campaign, the hero and villain are clear. The hero being apple, and the villain being IBM. the people being saved are perceived to be the general public, this makes the consumer feel like they themselves are being saved by Apple. This gives the consumer an emotional connection to the brand that they may have never had before this point.
Figure 6. Apple (1984)
The advertisement ends with a blurred grey/blue screen with the words ‘on January 24th. Apple computer will introduce Macintosh. And you’ll see why 1984 won’t be like “1984”’ (see fig.7). Here, Apple is saying that Macintosh is the thing that is going to save the day, almost as if it is a revolution. By stating that the current date, being 1984 at the time, will not be like “1984” (the story), it is essentially suggesting that Apple can stop these bad things happening with the introduction of their new system. Courage is personified by the woman athlete, this suggests that Apple are not afraid to break boundaries and think for themselves. The reason I say this is because, it is deemed to some people that a man is stronger than a woman, back in 1984 and even today. People believed that women did not have what it takes to be an athlete, and the fact that a woman is the person who started this revolution would have been very inspiring, and to some shocking. The clear moral at the centre of this is “creative diversity and having the courage to think outside the box” (Fog, 2004:169).
Figure 7. Apple (1984)
Even though both advertisements from apple are completely different aesthetically, the underlying story and key morals are essentially same throughout both ads. This shows that by using storytelling, Apple have successfully engaged with the consumer to sell an experience rather than a product, and create an emotional connection with them in the meantime. By doing this and creating an emotional connection, Apple have, to put it simply, been able to sell more products to a wider audience. The reason I say wider audience, is because both advertisements I have spoken about are tailored to suit essentially everyone. The silhouette advertisement shows only blacked out silhouettes of different people of different genders and styles, and as spoken about previously, the consumer can connect with silhouettes and may see a part of themselves within it. As for the 1984 ad, most people know this story and have alr
