After watching the Adidas Guerilla Gardening commercial, I am surprised to see the lengths companies go to create a false image of themselves which follows the current trend. Looking back at the Coca Cola commercial which aired in 1971″I’d like to teach the world to sing” it was doing the same thing. With the Vietnam war still going on, and the rising amount of protesters against the war. Coca Cola used this as an advantage by portraying  people singing about peace. So displaying its image as  “Peace and love” definitely targeted the trend of hippies and protesting at the time. Its actually crazy to think about this as i bet if you go back to old commercials that you watch probably do the same thing. Go back and find a commercial you remember and see if it follows a “trend” that was popular at that time.


7 responses »

  1. zainjazara says:

    Coca-Cola still does a ton of these ads and they touch upon all sorts of issues without effectively helping the causes they are so skillfully using to sell their products. For example, they made an ad about an experiment to “teach” viewers not to judge people by their appearance, and somehow made it an ad for Coke by having all of them drinking cokes during the whole experiment:

    I have no clue how Coca-Cola has anything to do with morals, but it seems advertising a company is now accompanied by moral lessons, too.

  2. sonyajendoubi says:

    Verizon made an ad about empowering women:

    Barbie also released an interesting ad recently trying to make the barbie seem like a powerful too for the imagination:

  3. lagray700 says:

    It’s sad that companies are using activism as a tool for consumerism. Now, with the “trend” of being an activist (which can be attributed to companies capitalizing on the concept of activism) its hard to get people to be AUTHENTIC activists- as if it wasn’t already hard enough to get people to be activists in the first place.

  4. nlredmond says:

    the aim of marketing and advertising teams is to figure out how to best pinpoint the desires and interiorities of consumers in order to connect them to the product and make them want to buy it. It can be scary to consider the ways they can psychologically influence people to buy certain products, by appealing to out emotions etc, especially when these methods involve very real and serious issues as mentioned above. I think one, because I grew up without a TV/the TV we got eventually wasn’t on very often, and two, because I’ve taken MS classes it is easy for me to recognize the techniques used in ads, though I usually have to really think about why they took certain routes. Some ads today are legitimate short films that are actually well made from an artist standpoint.

  5. amihk says:

    Coca cola makes such great commercials that I really wish that they weren’t creating it just for commercial purposes. People who don’t study media or little kids would easily believe in the “goodness” of the company and be tricked by them to think that they are a very responsible company that doesn’t only think about their profit.

  6. meganf says:

    Big companies almost always go along with trends. They never take a stance about something unless the majority of people have taken that same stance. For example, doritos created rainbow chips this year in support of LGBT rights. But let’s be honest- would they have done that 15 years ago?

  7. jivikar says:

    I was fortunate enough to be able to hear Dr. Paul Zak speak when he came to Scripps a little while ago. His lab has been working on tons of cool things regarding emotional and physical responses (such as the release of oxytocin the “trust” molecule) to visual stimuli which have tons of applications in terms of what makes effective advertising. He said that one of the most features needed when coming up with effective advertising is that ads should be related to the products they are selling. I went through all the ads listed on this thread and they are all pretty feel-good ones, and yet have no relation to the companies who have made them. So, going by this logic, I would encourage similar interesting, human ads since they make my day better but arguably aren’t as effective in increasing actual consumption. It’s a win-win for me for sure!

    Here’s Dr. Zak’s TED talk on oxytocin if you’re interested:

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