Advertising: Coca-Cola

     An ad that recently caught my eye was a nostalgic flier for Coca-Cola. Beneath the iconic white letters, 'Coca-Cola,' on a vibrant red background, I saw the words '5 cents at soda fountains.' And to me, it was a persuasive advertisement.
     I found this ad to be effective because of the sense of tradition and inclusion it created. Indeed I am already fond of Coca-Cola's flagship product, and am an occasional collector of Coca-Cola merchandise. For someone who is fond of Coca-Cola and its many cultural and visual traditions, this ad definitely established a sense of belonging; it suggested that many fans of Coke are familiar with Coca-Cola's fledgling years, knowing the nostalgic time period during which Cokes could be bought for a nickel, and were something of a novelty at bars and diners. What this sense of belonging serves to accomplish is to encourage Coke-drinkers to keep themselves within the historical family of an iconic product.
     The approach of this advertisement would then appear to be a nostalgic one; the creators of the ad did not intend to inform consumers that Cokes could actually be purchased for five cents. Rather, what they intend to do is create a nostalgic relationship between the product and the consumer, ensuring a long-running and personal relationship. Certain products in our society are very much capable of supplementing our personal identities; many are defined by the products they love, the companies they endorse, and the corporations to whom they offer their loyalty. For this type of consumer, the nostalgic Coca-Cola ad attempts to solidify the relationship. It reminds the consumer that the historical relationship is still alive and well in an ever-changing modern society.
     This nostalgic and traditional atmosphere was created by the text of the advertisement, but also by the colors and layout as well. Printed simply in two or three colors - red, white, and black - and displaying the classic Coca-Cola logo in a very basic and familiar font, the ad drives the sense of nostalgia even further. Essentially, the entire flier is not meant as a fresh, eye-catching new claim, but something so familiar and so recognizable, that the consumer cannot help but give his or her attention. This certainly seemed to be the ad's effect on me, as it served only to strengthen my loyalty to the product and increase my fondness for a historical family of consumers.