Coca-Cola is among the world-class companies with tremendous success in their commercials and selling power. Among the memorable advertisements of this firm include the 2018 Super Bowl ad titled The Wonder of Us (The Coca-Cola Company). This ad illuminates a multitude of the canons of rhetoric, including invention, which surfaces through the pathos appeal. When watching this commercial, the first thing that rings in mind is the emotional connection with the experiences illuminable. The ad displays American values and emphasizes the youthful experiences and relaxing moments that every being can identify with. This rhetorical analysis argues that The Wonder of Us commercial’s illumination of the relaxing coke experience associated with the celebratory youthful life creates excellent senses of logos and pathos that propagate the urge to get the refreshing moments with the drink.
The advert uses invention in various ways to drive its persuasion on the audience. Firstly, showing the ad during the Super Bowl event was a strategic technique to get the best timing and audience for the commercial. The Super Bowl facilitated access to multiple audiences at once. The commercial portrayed common styles and activities that the youths and the old generation could connect with. By incorporating the relaxing youthful moments and the “Coke for everyone” aspects, the commercial reminded the oldies of their young lives when they could have as much fun as possible.
The advertisement’s innovative style also correlates with the American culture, which holds that youngster moments come with the urge to experience everything that life can offer in the name of fun. At a young age, nothing can set in stone the pursuit for fun and refreshment since people can go extremes of even breaking the rules for their excitements. By using the youngish moments, the advertisers know that their ad is not just a commercial for the youths whose age group took part in its actualization but also takes the elderly back in time to when Coke was a dedication to their youngster life the American values of their times. Generally, this advertisement is pathos-driven because it highlights our heartstrings with the past and hammering that Coca-Cola flavors can sweeten our current mos.
Another rhetoric aspect in this commercial is the choice of music and words. Throughout the commercial, the music is soft, slow, and relaxing; this plays a role in setting the mood while watching the video. At the beginning of the video, one can hear the statement, “There is Coke for him, and her, and me and them. There is a different coke for all of us.” The video shows Coke drinks at the center of all the fun moments. The target audience can see how refreshing and relaxing experiences can be by adding Coke to their budget. The ad is mouthwatering and awakens the urge to sip that cold Coca-Cola drink.
Rhetorically, there is the use of both logic and pathos. Logos come in place when the advertisers assume that by saying there is Coke for everyone, the audience will infer this to be the presence of various tests that every person can individually relish. It also comes out through the exhibition of coke consumption in different activities and celebrations. In the end, the ad stipulates that while there might be differences amongst people, there is Coke for everyone; thus, the drink can be inferable as the unifying element in the pursuit of pleasure and bliss. The pathos aspect surfaces throughout the short scenes that inscribe fun and laughter memories. When Americans are watching this commercial, they are at the same time remembering the beautiful moments in their past. The use of such emotional scenes like being with friends, birthday celebrations, swinging on a rope, and being at the beach on a sunny day brings up marvelous memories. This is an excellent way to create an emotional connection.
The use of pathos appeal is also evident through showing every person to be joyous and using Coke to enhance their delight. The many smiles and ecstatic moments show that Coke is the drink that every generation can love and improve their jubilation. Euphoria highlights are achievable by showing a person gaggling a cold Coca-Cola drink in every shot. In the end, there is more emotional appeal illuminated by the texts, “Enjoy yours. Teste the feeling.” This tells the audience that the consumption of Coke is a festive feeling.
In conclusion, the 2018 Wonder of Us commercial aired during the Super Bowl event implemented various Canons of rhetoric, including strategic invention, arrangement, and styles. It combined concepts like logic, pathos, and memory to successfully persuade the audience. It achieved emotional connection by showing people enjoying Coke in their blissful moments. These delightful moments revised the old generation’s young lives and instigated a yearning for pleasure for the rising stars. The general idea in this advertisement was that Coca-Cola drinks enhance gratification and remind us of the youthful activities when we were energetic and cheerful. After all, who does not want the feeling of young life enhanced by gaggling a cold Coca-Cola drink?
Work Cited
The Coca-Cola Company. “Coca-Cola Super Bowl Commercial 2018 The Wonder of Us.” YouTube, 2018, Web.