This advertisement intrigued me because of its focus on the subject of war bonds, a subject that I had never seen before on an advertisement in our modern society, where war bonds are not prevalent. The big, black, bold letters at the top of the advertisement, “Buy United States War Bonds and Stamps” stood out to me and instantly caught my attention, and the Coca-Cola bottle cap next to the words also made me wonder, “Why is a product like Coca-Cola on an advertisement for war bonds?” The advertisement also attempts to appeal to the common citizen, talking about how life is changing in everyone’s daily lives because of the war and consistently using plural pronouns such as “we” and pronouns directed at the reader like “you.” It’s almost as
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The problem at hand is that many people did not want to contribute their hard-earned money to the war effort, and what the words at the bottom of the advertisement is trying to do is appeal to the pathos of the people and trying to invoke an emotional response so that the people will be more willing to buy these bonds. By telling people that they now have less pleasant things in life because of the war, and by buying war bonds and war stamps they can contribute to the victory and return American life to the way it was before the war, the creator of this advertisement, the big corporation Coca-Cola, is trying to use persuasive techniques and its status as an organization that most people have heard of, to get its audience, the common people of America, to buy these war bonds. By speaking directly to the people using pronouns such as “we “and “you,” as mentioned earlier, the advertisement is also trying to appeal to the pathos of the reader by speaking directly to the readers, almost like a call to action. The government is likely working in collaboration with Coca-Cola to create this advertisement, as the government is ultimately the one that wants the public to buy these war bonds and feels that people would be more inclined to listen to a famous corporation that is very prevalent in American culture and society than a PSA from a congressman. The concept of the war bond was very important at the time, because it served a counterpart to the additional money put into circulation to finance the war by removing money from the circulation to help control inflation.
The problem at hand is that many people did not want to contribute their hard-earned money to the war effort, and what the words at the bottom of the advertisement is trying to do is appeal to the pathos of the people and trying to invoke an emotional response so that the people will be more willing to buy these bonds. By telling people that they now have less pleasant things in life because of the war, and by buying war bonds and war stamps they can contribute to the victory and return American life to the way it was before the war, the creator of this advertisement, the big corporation Coca-Cola, is trying to use persuasive techniques and its status as an organization that most people have heard of, to get its audience, the common people of America, to buy these war bonds. By speaking directly to the people using pronouns such as “we “and “you,” as mentioned earlier, the advertisement is also trying to appeal to the pathos of the reader by speaking directly to the readers, almost like a call to action. The government is likely working in collaboration with Coca-Cola to create this advertisement, as the government is ultimately the one that wants the public to buy these war bonds and feels that people would be more inclined to listen to a famous corporation that is very prevalent in American culture and society than a PSA from a congressman. The concept of the war bond was very important at the time, because it served a counterpart to the additional money put into circulation to finance the war by removing money from the circulation to help control inflation.