Coca-Cola is a company that has successfully put their name at the forefront of their market. When one thinks of a beverage, “Coke” is usually one of the first beverages that pops into our heads. In some parts of the country, the word coke has become synonymous with words like pop and soda. While one might assume that this would be beneficial, it actually causes a problem for the Coca-Cola company. When this phenomenon occurs, the unique, house-hold name of a product ceases to be unique. They do not want the name of their product to be associated with anything other than Coke itself. In an effort to reestablish the brand name with their product, Coca-Cola asks their viewers to look back and see all the times that Coke has been present
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In their Super Bowl commercial, “Brotherly Love”, Coca-Cola uses the rhetorical mode Pathos, which entails tying into the consumer’s emotions, to market their product as being a constant in a life filled with memories and change: Coke has always been …show more content…
Kairos refers to the place and time a commercial takes place, and the audience the commercial wishes to reach. As mentioned before, “Brotherly Love” aired during the 2016 Super Bowl. The Super Bowl is undoubtedly one of the most viewed television events each year. However, beyond that, it is also one of the biggest events each year, as Richard Turner points out in his news article, “The Ad Game” (63-64). Turner claims that to call the Super Bowl the biggest television event of the year does not quite cut it. A quote from Turner states, “You can argue now that it has become our pre-eminent secular holiday: The Fourth of July is getting stuck in beach traffic; New Year 's Eve is about alcohol; Halloween rots your teeth. Thanksgiving, maybe, you can debate, but statistically, Hallmark Cards says, Super Sunday generates more social gatherings than any other occasion.” Essentially, Turner suggests that the Super Bowl has transcended from a television event to a secular holiday. There are parties, invitations, and preparations. Weeks in advance, people are planning and inviting to make sure that their party is the best
In their Super Bowl commercial, “Brotherly Love”, Coca-Cola uses the rhetorical mode Pathos, which entails tying into the consumer’s emotions, to market their product as being a constant in a life filled with memories and change: Coke has always been …show more content…
Kairos refers to the place and time a commercial takes place, and the audience the commercial wishes to reach. As mentioned before, “Brotherly Love” aired during the 2016 Super Bowl. The Super Bowl is undoubtedly one of the most viewed television events each year. However, beyond that, it is also one of the biggest events each year, as Richard Turner points out in his news article, “The Ad Game” (63-64). Turner claims that to call the Super Bowl the biggest television event of the year does not quite cut it. A quote from Turner states, “You can argue now that it has become our pre-eminent secular holiday: The Fourth of July is getting stuck in beach traffic; New Year 's Eve is about alcohol; Halloween rots your teeth. Thanksgiving, maybe, you can debate, but statistically, Hallmark Cards says, Super Sunday generates more social gatherings than any other occasion.” Essentially, Turner suggests that the Super Bowl has transcended from a television event to a secular holiday. There are parties, invitations, and preparations. Weeks in advance, people are planning and inviting to make sure that their party is the best