Taste the Feeling- Lovemark

   
 In this Coca Cola ad that aired in 2016 for the super bowl television, it displays love mark (loyalty beyond reason).  This ad begins with a boy on Tv with his coke, dressed in Coca Cola's signature colors red and white and his older brother messes with his hat. Some melodic and nostalgic music plays starting with "hey brother". From this, it is already shown that Coca Cola wants its brand to be associated with brotherly love, and the happiness of it. However, the video progresses into the older brother not being very considerate to his sibling, which could show audiences the more realistic side of a brother relationship. It does not fantasizes and make the brotherly love ideal by showing the teasing and rudeness, which would capture audiences a little more in relating to it. In this scene, even the music has stayed in a nostalgic and country tune, while the brother's bond is being described, which would appeal to some people who could relate to this goofy relationship and bring back nostalgia. The problem and issues that the brothers have, when the older brother steps on the younger brother's shoe, or leaves him in the rain, captures the problems that brothers may have.
    However, the story escalates and focuses on the main character (younger brother) and reaches its climax when showing the bullies who all of a sudden take the Coke away from the boy. The ad is trying to be subtle, however it is noted that the bully is wear BLUE (AKA. PEPSI????), while the younger brother is almost always wearing red. This problem escalates, and the older brother coincidentally shows up, scaring off the bullies. And color also come into play as noted earlier, since the older brother is wearing a solid red tank-top when defending his younger brother from bullies that are wearing blue (pepsi).By this time, the music has really reached a peak also, and there are harmonies of another voice with the main one. The music becomes louder, as the older brother takes the Coke from the bullies and gazes longingly towards the Coke. In the same time, the Coke is also dripping with condensation, showing the coldness and freshness of the drink to make it more appealing and refreshing. The younger brother stares at the older brother when the older brother stares at the Coke with a strange expression, probably showing his amazement of his brother showing his love by defending him and his Coke. The Coke is then drunk by the younger brother with the sun shining bright right behind, making the effects of lighting and the drink even more appealing and aesthetic. The music comes to an end, with an uplifting spirit even as the older brother still teases his younger brother and leaves, but this time, the younger brother doesn't mind, and laughs. It ends with its famous slogan: "Taste the feeling".
    What this ad mainly depended on, was the play on pathos, trying to cause lovemark. By associating the drink as a tool to bring relationships closer, as shown when the older brother defends his brother when giving him the Coke, the brand is trying to cause potential buyers to see their brand as something more than just a drink. Essentially Coke is just another carbonated drink, however it is distinguished as a bringer of closer relationships, which can cause people to be influenced by this. By being manipulated emotionally, they see the ad, and want to feel the connection and healing of relationships, of family.  The togetherness of family is subtly shown when the ad shows the family sitting together eating food, all drinking Coke. This ad could have two main effects on the audience when showing the family bonds and brother relationships: cause happiness and nostalgia to those who could relate, or stir a need in the audience for a stronger family relationship that could match up with the idea in the video. By feeling that one needs this drink because it could fulfill needs such as strengthening relationships, it could result in creating a lovemark, because it causes audience to believe that there is more to the drink then just being a drink, which is loyalty without logic. Even the music, that is very nostalgic triggers the sweetness of family and the positive connotations associated with the drink. It is very good at sending audience into a zone of reflecting back at our own family relationship, as if we were looking at a family album. Because of this effect with the music, it makes people feel as if they need stronger family relationships and bonding if their stories didn't match up with the one presented in the ad. The other effect, however on how those who could relate, can feel happiness to the video and associate it with Coke. Its a win-win situation. Basically there isn't really any logic behind the fact that Coke is a tool to bring family together and strengthen relationships while looking mighty refreshing, but it plays on pathos or emotion to get people to think that there is more to just this carbonated drink. In the end of the ad, it strongly relies on pathos and people's emotions that are associated with this drink which is almost explicitly shown in its slogan: "taste the feeling"

Peace.
-Livian Hui
Coca Cola Ad