Coca-Cola = ?

The most sophisticated and expensive ads don't manipulate our preferences and desires the way we think they do. We are generally skeptical about specific product claims. So advertisers respond by connecting their products with our deeper feelings and desires. And there are many ways they do this.

Consider this Coca-Cola commercial from the recent Super Bowl broadcast.

The ad reminds YHB of a classic 1971 Coca-Cola ad.

Questions...

•What feelings and attitudes does this ad appeal to?

•How does the music and the framing of the scenes evoke particular feelings and attitudes?

•What sort of person is this ad designed to appeal to?

•What does the ad say about the product?

•Certainly a lot of young men watched the Super Bowl? Were there any ads that were macho or patriotic? Describe them.