Rhetorical Analysis of Super Bowl 2016 Coke Commercial

Summary

This Coca-Cola commercial analysis reveals how the ad effectively uses emotional appeal (pathos) to connect with its audience. Through the strategic use of music, anadiplosis, and imagery, the commercial associates Coca-Cola with feelings of happiness, friendship, and nostalgia. By featuring diverse people and showcasing glass bottles, it reinforces the brand's global and inclusive identity. The ad culminates in the powerful message 'Taste the feeling,' emphasizing that Coca-Cola is more than a drink—it's an emotional experience. The commercial’s clever use of sensory language and symbolic visuals strengthens its persuasive power, making it a masterclass in emotional marketing.

Takeaways

• 😀 Pathos-driven argument: The commercial uses emotional appeals to associate Coca-Cola with happiness, nostalgia, and positive experiences.
• 😀 Use of Anadiplosis: The repetition of words at the end of one sentence and the beginning of the next builds momentum and enhances the emotional appeal.
• 😀 Music as a tool: The upbeat tempo of the music escalates in intensity, aligning with the growing momentum of the commercial’s message.
• 😀 Visual rhetoric: Coca-Cola is associated with ice, friends, and fun, reinforcing the idea that the drink is linked to enjoyable, social moments.
• 😀 Nostalgia through glass bottles: The use of glass bottles evokes memories of childhood, enhancing the emotional connection with the brand.
• 😀 Diversity and global appeal: The commercial features a variety of people, suggesting Coca-Cola’s universal appeal across cultures and nationalities.
• 😀 Subliminal messaging: The background Coca-Cola bottles and the association with smiles subtly reinforce the connection between Coca-Cola and happiness.
• 😀 Lyrics in the background song: The lyrics “No one can stop me when I taste the feeling” heighten the emotional connection, suggesting Coca-Cola empowers consumers.
• 😀 Synesthesia metaphor: The commercial suggests that Coca-Cola can be ‘tasted as a feeling,’ blending sensory experiences to create a unique emotional connection.
• 😀 Call to action: The phrase 'taste the feeling' at the end of the commercial positions Coca-Cola as not just a product but an experience, urging consumers to embrace the emotional and sensory aspects of the brand.

Q & A

What rhetorical device is used repeatedly in the Coca-Cola commercial?

The rhetorical device used repeatedly in the commercial is anadiplosis, where a sentence ends with a word, and the next sentence begins with that same word. For example, 'Coca-Cola with ice' becomes 'Ice with friends,' creating a continuous flow.

How does anadiplosis enhance the emotional impact of the commercial?

Anadiplosis enhances the emotional impact by creating momentum and reinforcing the logical flow of ideas. It also evokes a sense of satisfaction and emotional engagement, helping to deepen the audience's connection with the brand.

What role does the music play in the commercial?

The music in the commercial plays a crucial role in building intensity and matching the emotional momentum created by the visuals. As the commercial progresses, the upbeat tempo escalates, amplifying the emotional appeal and reinforcing the brand's message.

How does the commercial utilize nostalgia?

The commercial utilizes nostalgia through the use of glass Coca-Cola bottles, which are often associated with childhood memories and simpler times. This invokes a feeling of warmth and longing, which strengthens the emotional appeal of the brand.

What does the diversity in the commercial represent?

The diversity in the commercial represents Coca-Cola's global reach and inclusivity. By featuring people from various nationalities and races, the commercial reinforces the idea that Coca-Cola is for everyone, no matter where they are from.

What is the significance of the phrase 'Taste the feeling' in the commercial?

The phrase 'Taste the feeling' is significant because it replaces 'taste the soda' or 'taste the bubbles,' implying that Coca-Cola is not just a drink but an experience filled with emotions. It also highlights the metaphorical connection between Coca-Cola and feeling.

How does the commercial use the concept of synesthesia?

The commercial uses synesthesia by suggesting that Coca-Cola can be 'tasted' as a feeling. This concept, where one sense is connected to another, helps reinforce the idea that the product is not just something you drink, but an emotional experience.

Why does the commercial feature so many emotional moments without showing people drinking Coca-Cola?

By focusing on emotional moments rather than the act of drinking, the commercial emphasizes the feelings and experiences associated with Coca-Cola, rather than the product itself. This encourages viewers to associate the brand with happiness, friendship, and memorable moments.

How does the commercial's visual style contribute to its persuasive power?

The visual style, which includes close-ups of the product, bright and appealing imagery, and the use of vibrant colors, creates an aesthetically pleasing atmosphere that draws viewers in. The familiar product and happy scenes make it easier for the audience to emotionally connect with Coca-Cola.

What is the overall goal of the Coca-Cola commercial's rhetorical strategies?

The overall goal is to foster emotional connections with the brand, making Coca-Cola synonymous with happiness, friendship, and positive experiences. By using rhetorical devices like anadiplosis, music, and nostalgia, the commercial aims to persuade viewers to associate the product with uplifting emotions, thus reinforcing brand loyalty and encouraging consumption.