Coca-Cola Visual Rhetoric

By Abigail Anaya
AP English Language
Period C
 Thesis
• The Coca-Cola cooperation does not aim to just sell a
soda but rather more abstract ideas such as happiness or
joy. They have based their brand around the idea of good
feelings and warmth.
 Advertising
• Coca-Cola uses advertising in a way that makes our brains
automatically associate the brand with a good feeling be that
happiness, relaxation, friends, love, pretty much anything.
• For example if we look at their 2016 Christmas commercial there
are countless examples of pathos throughout it as well as plenty of
color in order to overall just bring a nostalgic feeling about the
upcoming holiday.
2016 Christmas Advert
Beginning of Coca-Cola Advertisements
Innovative Bottles
 2020 Christmas Advert
• Even 4 years after the previous commercial Coca-Cola
still remains true to their goal of selling more than just a
drink but a feeling.
 Visual Rhetoric
• Coke as a brand uses music, colors, and whole lot of pathos to
make their brand stand out and throughout all these years remain
one of the leading cooperation’s.
• By using vibrant red it easily catches one's eye and their font of the
brand name also plays a huge role in visual rhetoric of this
company as it is one of the things that is the most recognizable.
• In most of their campaigns text is also used that usually is
inspirational which just furthermore plays into their entire ideals
and mission statement which is “To refresh the world... To inspire
moments of optimism and happiness... To create value and make a
difference.”
 Citations
• https://www.youtube.com/watch?v=yg4Mq5EAEzw
• https://www.youtube.com/watch?v=XhMVWzVXNNk
• https://www.youtube.com/watch?v=inW_GcnCOgc
• https://www.google.com/url?sa=i&url=https%3A%2F%2Ftystake.wordpress.com
%2F2013%2F12%2F20%2Fcoca-cola-magic-bow%2F&psig=AOvVaw3bMmgHxvozgXI
m514Zibte&ust=1605068667230000&source=images&cd=vfe&ved=0CAIQjRxqFw
oTCODN7PSQ9-wCFQAAAAAdAAAAABAT
• https://www.google.com/url?sa=i&url=https%3A%2F%2Fwww.considerable.com
%2Fentertainment%2Fretronaut%2Fcoca-cola-ad-posters-from-the-early-1900s%
2F&psig=AOvVaw3RzgI9DEk9KAqx6OHMlHpr&ust=1605068660514000&source=im
ages&cd=vfe&ved=0CAIQjRxqFwoTCLDbhPeW9-wCFQAAAAAdAAAAABAD