Coca-Cola advertisement analysis
Advertisements have arguably become part and parcel of people’s everyday life. Dominant in several platforms including internet, television, radio, newspapers, magazines, and others, advertisements persuade or influence the decisions made by an audience towards purchasing a particular product. Currently, several organizations have turned to advertising as a strategic way of enhancing profitability and competitiveness. Coca-Cola being a multinational company continues to come up with various advertisements in social, mass, and print media to market its products. Jib Fowles identifies fifteen basic appeals used by advertisers when trying to market their products to customers that include the need for sex, need for affiliation, need to nurture, need for guidance, need to aggress, need to achieve, need to dominate, need for prominence, need for autonomy, need to escape, need to feel safe, need for aesthetic sensations, need to satisfy curiosity, and psychological needs (Fowles 274). In this paper, Coca-Cola’s commercial ‘Sleepwalker’ is analyzed based on two of Jib Fowles’ appeals: the need to achieve and the need to satisfy curiosity.
According to Jib Fowles, advertisers capitalize on the need to achieve as a basic appeal to have customers prefer their products to others (Aaker et al 28). That is to say, advertisers have the task of convincing their customers that their products will give them the ability to accomplish something difficult and succeed. In Coca-Cola’s commercial ‘Sleepwalker’, the need to achieve is one of the basic appeals used to convince or persuade customers to purchase the Coca-Cola brand. In the advert, it is seen that the man is focused on reaching his destination, which is the Coca-Cola drink, despite going through challenging situations such as meeting a leopard, elephants, a hippo, and a snake.
In addition, after drinking the Coca-Cola brand, the man is seen to be in a relaxed environment, with only the company of wild animals such as foxes and giraffes. The advert implies that the Coca-Cola brand gives one the ability to accomplish something difficult and succeed. The need to achieve, which is the basic appeal used in the advert, without a doubt persuades and convinces audiences on the need to purchase the Coca-Cola brand. With the brand, the ‘Sleepwalker’ commercial highlights that an individual may accomplish dreams such as relaxing in the company of wild animals. Thus, it is noted that advert succeeds in its purpose of persuading or convincing the audience to purchase the Coca-Cola brand basing on the fact that the brand helps people accomplish impossible and unimaginable tasks such as walking in the company of wild animals.
Jib Fowles is also of the opinion that advertisers realize the importance of satisfying curiosity while marketing their products (Fuller 639), and this underlines the fact that the need to satisfy curiosity is evident in Coca-Cola’s ‘Sleepwalker’ Commercial. In people’s everyday life, curiosity is experienced when there is a strong desire to touch, associate, know or learn something. People are often curious to dine with celebrities, eat new and strange delicacies, and travel to new destinations. In the ‘Sleepwalker’ Coca-Cola Commercial, the man’s curiosity is satisfied only when he drinks the Coca-Cola brand. It is notable that the need to satisfy curiosity pushes him to the extent that he walks in the company of dangerous wild animals such as elephants, a leopard, foxes, a snake, and a hippo. The man in the advert is curious to drink the Coca-Cola brand notwithstanding the possible challenges and risks he comes across in the process. Worse still, the man is seen to navigate through dangerous valleys and hills with an aim of reaching where the Coca-Cola brand is.
The need to satisfy curiosity is one of the basic appeals that could persuade audiences to purchase the Coca-Cola brand and ignore others in the same market. Any person viewing the advert would note that once the man drinks the Coca-Cola brand, his curiosity is satisfied, and he relaxes in the company of a fox. It is also noted that the man does not wish to drink any other brand different from the Coca-Cola brand. Undoubtedly, the advert succeeds its purpose of convincing audiences on why the Coca-Cola brand is preferable to other brands in the market. This is attributed to the fact that the man in the advert goes to the extent of being in the company of wild animals, and any person viewing the ad would be curious to experience the same not unless he or she purchases the Coca-Cola brand.
Agreeably, the ‘Sleepwalker’ Coca-Cola Commercial uses the two appeals of the need to achieve and the need to satisfy curiosity effectively. The ad clearly highlights how audiences would have their curiosity satisfied once they purchase the Coca-Cola brand while ignoring others. Also, an individual would agree with the ad because it goes an extra mile to show why an audience would decide to go through challenges and risks only to purchase the Coca-Cola brand. The fact that the ad succeeds in its purpose of persuading and convincing audiences to purchase the Coca-Cola brand cannot be refuted.
Aaker, David A., Vineet Kumar, and George S. Day. Marketing research. John Wiley & Sons, 2008.
Fowles, Jib. “Advertising’s fifteen basic appeals.” ETC: A Review of General Semantics, 1982: 273-290.
Fuller, Johann. “Why consumers engage in virtual new product developments initiated by producers.” Advances in Consumer research 33, 2006: 639.