Advert Title:

Holidays are coming - Coca-Cola Christmas

Who made the advert and when was it broadcast?
Coca - Cola made this advert back in November 2012.
What is the overall message of the advert?
The overall message of this advert was to advertise Coca-Cola to a widespread community.
What persuasive technique(s) are used?
Reward & Punishment and also Emotional Response
What is the form of the advert?
Brand Advertising
Maslows Hierarchy Used:
The level of Maslow's Hierarchy used is Love/Belonging
Target Audience: A wide range, all ages of those who drink.
Demographics
I feel that this advert is aimed at all age groups regardless of their
age, gender or occupation.
Socio-Economic Group(s)
I think that the socio-economic group that this advert was
targeting was a wide variety as it shows a range between C2 and
E. Children between the ages of 7-12 and as old as about 50.

How do you know?

On the advert there are a wide variety of people that are
different ages, some look as young as 5 or 6 and other that look
in their later 50s.
How do you know?
On the advert there are kids that are seen wearing scarves and
there is a middle ages man seen in a oldish truck. They are also
seen wearing working class clothes.

Psychographic(s)
Believers
Achievers
Geo-demographics (if appropriate)
The area that the advert is filmed in seems to be a quiet and
peaceful area.
Persuasive Technique(s) used
Emotional Response

How do you know?

The believers and achievers were shown in this advert as it is
centered around families and about modest incomes also
favouring established brands.
How do you know?
On the advert it is shown that the advert is in a Winter
wonderland type of area, snow where and giant trees.
How do you know?
A Emotional Response is used to give the viewer a sense of warmth
and happiness while the advert is running.

Reward & Punishment

A Reward and Punishment technique is used to make the viewer
feel that if they dont buy the product they won't be as happy as the
children are in the advert.
Mise en scene
Props & Settings
The advert is set in a small and quiet village.
A red branded truck is used.

Lighting & Colour

The main colour used in this advert is the colour red, a bit of orange is
used, and also the various colours of the fairy lights on the house.
High-Key lighting

Connotations?
The connotation of this is that the village creates a warm and fuzzy
feeling. A connotation of the Coca Cola truck is that Christmas is
coming and the Coca Cola truck is sending out the message. The
connotation of a family home is being connected together and
happiness.
Connotations?
The connotation of the colour red is known as passion, desire and
love. The connotation of the colour orange is joy, happiness and
enthusiasm.

Facial Expressions & Body Language

The facial expressions that are shown in this advert are happy
Positioning of objects and characters in the frame
The positioning of character can indicate relationships.
1)Friendship
2)Relationship
Costume, hair & Makeup
Middle class warm clothes
Camera Shots
Extreme Long Shots

The high key lighting generates a happy feeling, joy, excitement. A

brightly lit street that is prepared for the arrival of the truck and is
connecting people and happiness.
Connotations?
The facial expressions that are shown in the advert varies from
looking shocked to looking excited.
Connotations?
1)In the advert there is a little boy and a little girl this could indicate
a friendship has happened between them.
2)A father and son relationship is shown in this advert nearing the
end of the advert in the blue truck.
Connotations?
Meaning that it is cold outside and when people see the truck they
may feel warm.
Connotations?
An extreme long shot can be taken from as much as a quarter of a
mile away, and is generally used as a scene - setting establishing
shot.

Two Shot

A Two shot is used for conversation between people and is used in

the advert to show that the children running through the winter
wonderland are both important.

Over The Shoulder Shot

A over the shoulder shot is used to show both what one person sees
and also for what the other person sees. Showing both sides.
Connotations?
-

Diegetic Sound
None

Non-Diegetic Sound
Music/Song

Connotations?
The connotation of the music is that the video starts off quiet
and then the music starts to fade in when the kid sees the coca
cola truck coming into shot. This symbolises that the music
brings happiness.

What representations are created (positive and negative)

The advert is showing that the Coca Cola products is a somewhat luxury item. There is a dominant white, family based, middle classed
ideology present in the advert. The people in the advert are well dressed which is used to represent Coca Cola.
In your opinion, what legal or ethical codes could arise (Ofcom & ASA / BCAP?)
No legal or ethical issues could arise from this advert.