The continuities in Coca-Cola

The sole common pattern found in almost all Coca-Cola advertisements analyzed is the color red. In some advertisements a vibrant red works as a “white space” for the layout, shown in figures 2 and 3. In advertisements without white space, the color read is more subtle whether it is the solid color of clothing articles or just in the small logo in the corner of the page. The color red is often used to evoke emotions such as anger or romance.

In the case of most Coca-cola advertisements the color red is most often associated with romance which can be concluded from the many couples featured in recent advertisements such as in Figure 1. There has yet to be a Coca-Cola advertisement located using the color red to play on anger based emotions. However, red is also a color used to grab one’s attention as seen in their usage for “Stop” signs used in driving signs. Perhaps the Coca-Cola Company’s usage of the color red is used to evoke amorous emotions from the audience as well as also produce a stop and stare like effect for their advertisements.


In many advertisements produced by Coca-Cola young, attractive, and thin people are shown smiling whilst holding or drinking the Coca-Cola product. Often attractive, stylish, and make-up-wearing women of different ethnicities are shown as the only person in advertisements, as shown in figure 1 as well. An advertisement featuring a child or an older adult could not be found. The absence of children and elderly persons point to the conclusion that youth such as teenagers and young adults are the primary target audiences.


Figure 2. Sample advertisement of Coca-Cola products found in Marketing Research: Coca-Cola, 2016.



The other common type of advertisement is utilizing the red “white space”  whilst displaying the different types of Coca-Cola products as large occupiers of the page either centered a bit towards the right or left, not completely centered in the middle as shown in Figures 2 and 3. Alongside the Coca-Cola products are often large phrases that imply the product will benefit the buyer whether its happiness or their basic need of thirst. “Choose Happiness” is often found near the logo in smaller font than the phrase towards the logo such as in Figures 2 and 3. The slogan implies by choosing to buy a Coca-Cola product one is choosing to be happy. In other advertisements silhouettes are used instead of actual objects photoshopped in front of a red background, as seen in Figure 3. The usage of silhouettes appeal to simplicity and shapes, techniques often used in advertisements. The font of the words is often in the color white without shadows and while the “Coca-Cola” logo itself features a distinctive cursive like font, it is original to its own.  


Figure 3. A sample of Coca-Cola products found in How Coca-Cola overhauled its marketing in 2015.



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