My Audience - My Boss - Article Example

My Audience My Boss Like John Lennon once put it, fear and love are the typical human motivating factors. When filled with fear, people tend to retreat and when loved, they tend to open up to everything that life offers. In order to persuade the audiences emotions, reason with the audience, and convince them the credibility of their product, the Coca-Cola Advertisement combines fear and love to sell its product. The Coca-Cola commercial ‘Make it a Happy’ uses the rhetorical appeals of pathos, ethos and logos effectively to promote a new product concept, which is based on a modern society issue about Internet negativity, in order to build up a connection between ideas and products. The advertisement focuses on uniquely placing the Coke beverage as a necessity human life. Ideally, every man wants to be happy and the Coca-Cola drink is brought out as the source of that happiness. Using a previously dull world, the introduction of coke to this world brings back the stolen happiness and paralyses sadness and anger that characterized everyone. By instilling fear in people, the negative messages work to make sure that no one receives any positive message. However, when coke becomes a part of the same world, it controls the world by taking control of the negative messages and ensures that even those with little or no hope for tomorrow did achieve that. The audience in this advertisement is both the young and the old, thus people of all ages. The inclusion of audiences of all ages favours the context which is within a modern society where the internet is viewed as a source of both negative and positive emotions. The Pathos strategy is used to evoke sadness in the audience while persuading them to keep watching to see what happens next, and this creates curiosity. The audience is first subjected to a tormented young teenage boy who is a victim of cybercrime, and an adult who loses temper over hatred online insults controlling his computer. As the teenage boy tries to respond to the insults thrown his way, his gloomy face gets sadder and with each passing second, his anger intensifies. In order to let out the anger in him, he uses comments to express his dissatisfaction with how people had taken the path of spreading hatred throughout the world using the internet. This is evident from the adult in the office, who, upon looking at the screen of his computer grows anger and loses control. As he stares at the hurtful and angering words on his computer, the sight of his face shows a man whose anger is at the point of making him act uncontrollably. Some words that could have contributed to his angered face include, “loser” and “hate” and above all a smiley that denotes an annoyed and very perturbed face, just like him. Unable to take any more insults, he knocks off his computer and smashes it on the ground, then his eyes are visible in the dark wide open and demonstrating a person terror, but confidence to face the evil terrorizing him. The teenager’s reaction is common in a modern society where the internet is easily accessible to both the young and the old (Moore 130-132). In addition, through the teenage boy, one can easily relate to the experiences of modern day teenagers during their visit to the internet. Given the intensified urge to search for one’s identity during teenage and adolescence, teenagers are easily carried away by the hurtful words and almost believe them, thus intensifying identity crisis. In this internet age, web browsing is a fast and easy way to search for identity through medium such as social media. Most teenagers need appreciation and love, and while this is replaced with rejection and hatred, the implications are intense and the teenager may turn into an introvert for believing the hateful messages spread over the internet. Every person wants to be associated with success and achievement, as well as the capacity to control their environment. However, the pace at which hurtful and negative messages hit the internet and spread to the people taking over their workstations is denying them control is irritating and saddening. Instead of prioritizing what a person wants to hear or see, the negative messages only spread hatred, and despise everyone telling them that they were not what they thought they were. In the world today, the negative messages are like viruses or other malicious software that invade computers to take control of them while, probably, stealing their personal information to malicious use or to corrupt files in the computer system. Consequently, the futile efforts used to get rid of the malicious software or viruses from one’s computer cause anger and terror that can also include panic and smashing of one’s computer. The Ethos strategy is used to facilitate revealing to the audience the ideals that make up or characterize a company they respect and without hesitation, the audience believes the advertisement’s theme given the respect they have for the company and its products. Similarly, Coca-Cola Company brings to their audience an advertisement that best defines how much they respect them. The advertisement shifts into a server room with many servers and two attendants whose appearance and confidence, despite the terrible attack of the internet by hurtful messages, presents them as confidently carrying on with their responsibilities and relaxing over a bottle of Coke. Here the Coca-Cola Company clearly takes control of the advertisement’s audience to prove that on the coke side of life, there is much happiness as the drink gives authority to the consumer, making them to confidently and calmly proceed with their lives regardless of the many tormenting issues surrounding them (Coca-Cola Company). Accidentally, one of the server technicians drop his bottle on the servers and instead of causing a shot on the servers, the coke uses the server cables to transmit happiness. The momentum with which happiness spreads are so strong that all the computers that had been invaded by negative messages that are uncontrollable are replaced with positive messages that cause each recipient to smile. In addition, the Logo, a red Coca-Cola, accompanies each positive message that displays on everyone’s screen and can be seen everywhere. One place where the transformation is evident is in computer cyber café where tens of people stare at their computers in disbelief that is followed by relaxation. For more than 60 years, Coca-Cola Company has been known for creating iconic advertisements all of which focus on creating a world united through shared happiness. As a matter of fact, most Coca-Cola advertisements show people sharing coke with their friends at parties or elsewhere and all of them are very happy. With this experience Coca-Cola Company in this advertisement qualifies to tell the audience that taking a coke alone or with friends will create the happiest moments whose intensity will override all negatives around them. With this understanding of the Coca-Cola company, the commercial manages to convince the audience easily and confidently. Coca-Cola knows what an effective and persuasive reason is and how to use it to defend its claims and argumentation. For instance, the angered adult smashes his computer in efforts to rid himself from the mockery presented by the invasive negative and hurtful messages. The teenage boy types back to hateful messages in efforts to show that the world is not just full of sadness and hatred. Today, cyber security is a very sensitive issue, particularly in controlling cyber crime. In the advertisement, offensive, mean, and hateful words are used to spread the negativity in people’s minds and no one expects anything positive from the internet anymore. The negative messages also spread terror, fear and panic that causes those affected to react in anger. The quest for appreciation and positive inspiration is evident as people try to get rid of the sources of such messages. This situation mirrors the daily life experiences in the world today, and present a great way of attracting attention, given that the young and the old are familiar with them. The organization of the advertisement is also very clear with a steady from from one event to the other, therefore making it easy for the audience to figure out that the world was turned into happiness upon the introduction of coke (Swett 155). Evidently, the audience also realizes that in order to share their happy moments, Coca-Cola would enable them to make the world they wanted to have and not what is dictated to them by invasive and destructive sources. Being the reason of happiness, the advertisement also tells the audience that there is no other source of happiness, such that the next time they plan for parties or outings with friends, they will consider Coca-Cola to make their memorable moments filled with happiness. For the Coca-Cola brand, the connection with positive energy is beneficial. Evidently, the Coca-Cola commercial ‘Make it Happy’ effectively applies rhetorical appeals of pathos, ethos and logos to promote the concept of a new product within the modern day society and the issues of internet negativity. Together the appeals assist in establishing a connection between the ideal and products while persuading and convincing the audience to search for real happiness inside a coke. In addition, the company utilizes the popularity of its brand to command the attention of the audience and educate them. Pathos is used to persuade the audience by appealing to their emotions, ethos convince the audience of Coca-Cola’s credibility, while logos, logically reasons with the audience what they need to do to be happy. Clearly, it is no longer clear what to expect from CocaCola advertisments. However, with continued integration of content management into brand and customer management, the world should expect dynamic and creative stories expressed in free-moving, contagios, and cost-effective ways. Works Cited #MakeItHappy. Dir. Coca-Cola Company. 2015. www.youtube.com/watch?v=ibgvkXm9Qkc. Moore, Robert. Cybercrime: Investigating High-Technology Computer Crime. London: Routledge, 2010. Print. Swett, Pamela. Selling modernity : advertising in twentieth-century Germany. Durham: Duke University Press, 2007. Print. Read More