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Evolution of Advertisement Based On Cultural Changes

            Culture is a continuum of human beliefs, behavioral aspects, rules and regulations, habits, and the way of living that describe a certain group of people in specified period. It keeps evolving and affecting the human behavior from time to time. An advertisement can be simply be defined as the process involved in making a commodity, a service or an event known to the public. Therefore, advertisements have been influenced by culture as firm try to keep up with the trending way of life in order to promote sales and gain customer trust. Therefore, this paper reflects on various Coca-Cola company adverts across six different decades to gain an insight into how culture is intertwined with marketing of products and services.

            Coca-Cola Company, which produces soft drinks beverages and distributes them in the entire world has been in operation from the beginning of the 20th century. Its popularity and profit maximization have grown and these can be attributed to their prudent sales promotion techniques. In the late 19th century, America had discovered a new sporting event known as baseball and it was gaining popularity. During those times, work and sport was differentiated where it was believed that people should play after work. As a result, Coca-Cola seized the opportunity in 1920 by making all their adverts aligned to sports. The slogan “The Answer to Thirst after Play” and various placards depicting people attending a baseball game were overly used. In the year 1950 to 1960, the entire globe was hit with the issue of racism and discrimination on basis of their color or background. There were numerous uprisings and revolts as humans demanded equality and recognition of each human in spite of their background. The beverage producing company, Coca-Cola, identified an opportunity where they stopped printing ads with a single person but people from different cultures, racial background, and religious settings. The slogan changed to “All over the world, a sign of good taste.”

            In 1970, the popular culture of racing emerged where people admired racers and bikers due to their prowess in their fields. The celebrity life had caught most of the culture influencing how people dress, eat, and their perception. Coca-Cola Company wasted no time and endorsed Paul Newman in their adverts captured as “Once upon a Wheel.” This is where they concentrated on packing of their products. In the early 2000s, the company discovered that the youths were quite left out in drinking cola beverages. As Day and Stuart reports, the younger generation had forsaken the colas (n.p). The pop culture was increasingly gaining popularity where celebrities were considered as role models and influence many people’s way of lives. Coca-cola employed the use of recording artists such as Mya and Penelope Cruz and endorsed events such as American music awards to embrace the pop culture (Day and Stuart n.p).

            Health has been a contentious issue in the 21st century as food products have been criticized for promoting health crises. Obesity and other chronic diseases have been associated with chemically produced foodstuff making people to avoid sugary, fats, and foodstuffs believed to be unhealthy. According to Howard, Coca-Cola responded to this by producing coke-zero which is believed to be sugar free and healthy. Lastly, in 2015 Coca-Cola embarked on personalizing their packages with people’s names. It is a common feeling for an individual to be recognized and this has ensured that the sales increase tremendously (Nudd n.p). Therefore, culture has always influenced the mode of advertising goods and services.

Works cited

Coke/Coca-Cola advertisements of the 1920s.vintage ad browser. (http://www.vintageadbrowser.com/coke-ads-1920s#ad1nkgjiihbpbgdu)

Coke/coca-cola advertisements of the 1950s.vintage ad browser.http://www.vintageadbrowser.com/coke-ads-1950s#ad2o9ssphwmtgxte

Coke/coca-cola advertisements of the 1920s.vintage ad browser.http://www.vintageadbrowser.com/coke-ads-1970s#ad8gbjw0qw93vjqp

Day, Sherri and Elliot, Stuart. The media business: advertising: Coca-Cola goes back to its ‘Real’ past in effort to find some new fizz for its classic brand. New York Times. 10 Jan. 2003 Web. 5 may 2015(http://www.nytimes.com/2003/01/10/business/media-business-advertising-coca-cola-goes-back-its-real-past-effort-find-some.html)

Howard, Theresa. Coke finally scores another winner. USA today. 28 Oct. 2007 Web. 5 May 2015 (http://usatoday30.usatoday.com/money/advertising/adtrack/2007-10-28-coke-zero_N.htm)

Nudd, Tim. Coca-cola brings back personalized bottles with four times as many names. ADWeek. 14 April 2015. Web. 5 may 2015 (http://www.adweek.com/news/advertising-branding/coca-cola-brings-back-personalized-bottles-four-times-many-name-options-164076)