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In any case, an advertising mechanism that presents a flattering image that is consistent with the way people in the target audience most want to view themselves is likely to be very successful. In that respect, the Coca-Cola ad employs the same principle as pioneered and perfected by the tobacco companies in the middle of the twentieth century: "If one wants to be & #8230; a 'real man' then one should buy Marlboro cigarettes" (Kellner, ). In this case, the purpose of the piece is to communicate the idea that "If one is an attractive, sexually active, and socially successful person one would drink Coca-Cola just like your peers in this advertisement."
Mid-Twentieth Century Coca-Cola Advertisement
Images and Audiences
The image in this piece is the less explicit component of the advertisement. Whereas many advertisements emphasize the strength of their visual images and restrict the ad copy to a single "hook" line or slogan, this particular piece relies primarily on the substantive rhetorical content of the ad copy; the image is consistent with and obviously promotes a favorable image in connection with the ad copy, but the former is much more dependent on the latter than vice-versa. The image itself depicts a very healthy and robust-looking toddler. Even in the black-and-white medium of the era, the child exemplifies idealized "All-American" features, such as his flowing blond hair. From a technical perspective, the techniques of the day were (apparently) insufficient to capture both subjects in the same shot; the images appear to have been produced individually and it is relatively obvious that the infant's attention during the moment his image is captured is not on the model portraying his mother.
Implied Appeals and Suggestions
From a modern point-of-view, it is astonishing that advertisements once featured this type of ad copy, even where it is not patently false. The literal interpretation of the ad copy is that formal longitudinal "laboratory" studies have followed infants raised on cola products into adolescence. However, the ad clearly states that those "laboratory studies" have only been conducted...
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