Representation:
 The representation of coke is shown to be happy and joyous as coke is seen to
be bringing families together and brining happiness to people. This is shown
through the young girl finding love and starting a family which brings her joy
and brings her family together.
 It also goes throughout the times, as the little girl grows up to become an old
woman and the fact that she is still drinking coke throughout the times shows
coke as being traditional and so shows that it is a quality product as she is
always drinking it and so appeals to the target audience to buy it.
 Another representation is that the advert is set during Christmas time and the
coke is always given by Santa Claus and so shows coke as being magical and
special as Christmas and Santa are seen as magical and special by all which
represents coke, as coca-cola came up with the iconic idea over Santa., and so
shows coke as being powerful and special which makes the target audience
want to buy coke.
 Another representation is that because Santa Claus is always giving the coke
to other people, it shows how coca-cola is the best Christmas present to give to
people and will make everyone happy and bring them joy which will
encourage people to go out and buy coke.
Audience:
 The primary audience for the advert is women of all ages as the main
character of the advert is a woman who grows up through the ages. This
also shows how it is loved by women of all ages as coke will always make
women happy and also bring them love, which women traditionally like
and so will encourage women to go out and buy coke.
 The secondary audience for the advert is a family audience as the family of
the girl become the main focus of the advert as the family starts to grow
throughout the advert. This shows how coke will bring better happiness to
the family and also brings a family closer together which encourages the
target audience to go and buy coke.
 Succeeders are part of Young and Rubicans Archetype of target audience
involved in the advert, as they like a product that is of high quality which
is seen as coke is being drunk throughout the years which shows that it is a
high quality product. Also the fact that coke is shown to bring happiness
and love to a people and family it makes the succeeders feel protected and
cared for which they want and so appeals the target audience to buy coke.
 Mainstream target audience are also involved in the advert as they like to
buy products from the big brands. This can be seen in the advert as the low
camera angles used when showing Santa make him seem big and powerful
and this reflects to coke as coke created the iconic image for Santa and so
shows coke as being big and powerful. Also the fact that the number of
cokes increases every time Santa sees the girl shows how it is very popular
with everyone. This appeal to the mainstream as they want to feel
protected by the big brands and so want to buy coke.
 Resigners are also involved in the target audience as they like a traditional
product. This is shown in the advert as coke is being drunk throughout the
ages and is still loved which shows it being a popular and traditional drink
that can be loved by the older generation as well which will encourage the
resigners to go and buy coke.
Industry:
 There are many values that Coca-cola adheres by. One is these is to refresh the
mind, body and spirit. This can be seen in the advert as during the advert it
snows a lot. The snow is connoted as being cold which connotes that it is a
refreshing drink and that also whenever people drink coca-cola they are
always left satisfied in the advert. This encourages the target audience to buy it
as they know they will be refreshed through the cold taste and will be happy
which refreshes their mind and spirit.
 Another value is inspiring optimism. This is shown throughout the advert
through Santa. As Santa is a fictional character that many do believe in, it
inspires optimism because the girl is always seeing Santa, which suggests that
miracles can happen thanks to coke and makes them happy at seeing him,
which suggests that by being optimistic with the help of coke they will be able
to find happiness and continue to be optimistic.
 Coca-cola also wants to create value. This is seen in the advert as Santa giving
the coke to the girl always brings happiness to her in the form of a family.
This shows value as thanks to coke is getting meaniful things in her life which
suggests coke can do the same for you. Also because the girl gives coke to
Santa in the end, it shows how coke is also a valued gift, as it brings such
happiness to people that will stay with them for the rest of their lives.
 Quality is another value that coca-cola creates in their products. This is seen in
the advert as the girl is always drinking coca-cola throughout the years and so
suggests that it is high quality if they are always drinking it. Also the cokes are
always presented with a ribbon. This suggests that they are special which
suggests a high quality to the coke. This encourages the target audience to buy
it as they want to buy high quality products and coca-cola presents itself in this
way.
Language:
 The slogan “coke way of life” suggest that coca-cola brings about a whole
new way of life that is always filled with happiness and love with your family.
It also suggests that you can do miracles like seeing Santa which will appeal to
the younger audience and this way of life can only be achieved by coke which
then appeals to the target audience to go and buy coke as they will want to
experience this way of life.
 The font is different for the word coke which shows that it is unique and
special from other fizzy pop products and the font itself makes it look posh
and of quality which will appeal to the target audience as they will want to buy
a product that is not only high quality, but also unique in its own special way.
 The font is in white which suggest that it is pure and happy and relates to the
Christmas theme of being magical and so appeals to the audience as they want
a good product that will bring happiness and magic to them.
 The constant use of red stands out from the advert which shows that coca-cola
are constantly making an impression on the target audience. It also suggests
that coke is passionate and brings love as the women starts her own family.
Another use of the red is to show coca-cola’s power as coca-cola created the
red outfit for Santa which everyone recognises now. This appeals to the target
audience as they want a big and powerful company to sell them stuff as they
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know they will get high quality and be protected as cared for by the company.
This appeals to the target audience to buy it.
The non-digetic sound used throughout the advert is a soft choir music that
reminds the audience of the Christmas feel and makes it seem magical which
connotes coke as being the best thing to have at Christmas to increase the
happiness and also that it is magical as coke is always being given out. This
appeals to the audience as they want a product that is magical and brings
happiness.
Low camera angles are used in the advert when showing Santa and this makes
Santa seem more powerful than the audience due to his huge respect and
power that he has. Santa then reflects the coca-cola company as they had
created the Santa image and so shows coca-cola as being a big and powerful
brand. This appeals to the target audience as people who buy from big brands
are often comforted and know that they are getting a high quality product that
everyone loves.