Introduction
The advertisement’s plot tells a story of a brotherly bond that proves to be enduring and substantial despite external challenges. The main characters in the advertisement are two brothers, one of whom is not only older than the other but also surpasses him in almost all qualities. The younger brother often finds himself in a position of being an outsider in advertising and regularly experiences humiliation at the hands of his elder brother. This constantly repeating situation creates a sense of a vicious circle that must end dramatically. However, the composition of the ad wraps the implied conflict as if it were completely natural, building on the ethical plot twist at the end.
Ad Summary
The commercial culminates with the introduction of the Coca-Cola brand. The only essential and visually emphasized item in the advertisement is a bottle of Coca-Cola, which belongs to the desired drink category. In the final episode of the ad, the younger brother is bullied by three teenagers who are taking away his bottle of Coke. These bullies contrast sharply with the older brother, highlighting the distinction between a friendly joke and genuine hostility.
Logos, Pathos, and Ethos
The scene presents a kairotic rhetorical situation, as the older brother intervenes at the exact right moment and frightens off the bullies. The pathos and emotional appeal of the ad lie in the fact that fraternal bonding, despite being superior in all respects in terms of seniority, transcends fundamental misunderstandings. There is a violation of logos in this advertisement since the position of the younger brother is permanently suppressed. However, there is an implied difference between his brotherly relations and peer conflicts. Despite this logical fallacy, the advertisement is convincing because it presents a view of the world that considers its shortcomings.
Message
The advertisement attempts to create an association between the drink being sold and the concept of brotherly love as an eternal value. Coca-Cola is associated with the cult-like figure of a big brother who will help out at the most needed moment. Thus, the advertisements explicitly promote a real relationship, while the soda is sold implicitly. The demographics of advertising essentially encompass all people, but advertisers are looking for a specific weakness or inferiority in the audience to create a picture of credible reliability. Notably, the ad is part of the “Taste the Feeling” campaign, which employs a real-life narrative to authenticate the enjoyment of drinks.
Tone and Audience
The fact that advertising is part of this campaign lends it a natural tone, despite a certain level of hyperbole. The advertising plot is set in a situation close to reality, but the emphasis on globality is highlighted by the absence of dialogue in advertising and the uncertainty surrounding the national origin of the actors in advertising. There are also no celebrities or mascots in the ad, which emphasizes the desire to create a real-life situation. There are no slogans in advertising, as it tries to appeal to basic human feelings.
Conclusion
The ad’s narrative is set in a warm location during the summertime to reinforce the importance of Coca-Cola’s appearance as a naturally appealing soft drink in this context. The rhetorical context of advertising creates a situation where this drink will be just as familiar. Advertisers showcasing the consumption of Coca-Cola and placing a key plot conflict around this drink make it a natural part of the displayed world order. Thus, Coca-Cola is implicitly portrayed as something not only ordinary but also irreplaceable, appealing to the broadest possible global demographics.
Work Cited
“Coca Cola – Brotherly Love | Coke / Avicii Hey Brother.” YouTube, uploaded by Darren M., 2016. Web.