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Santa Claus
Other Company The advertising technique is testimonial, Coca Cola in essence used Santa Claus to endorse Coca Cola. The rhetorical device is ethos, with Santa Claus being the credibility. Here, White Rock Beverages also used Santa Claus to endorse their soft drink and vitamin water. -
The Cap
Other Company The advertising technique is logo and repetition, Coca Cola uses the Coca Cola cap over and over again to the point where showing the cap was advertisement. The rhetorical device would be ethos since this cap was often put on signs of businesses that served Coca Cola products. Pepsi saw how Coca Cola started to use the cap as an advertisement by itself, and created its own design for a cap to advertise with. -
All Summer Long
Other Company
The advertising technique is transfer and testimonial, Coca Cola was mentioned in the Beach Boys song All Summer Long, transferring the joy of the song, and the endorsement of the Beach Boys to Coca Cola. The rhetorical device is ethos, using the Beach Boys as credibility for the product. Pepsi tried the same with Britney Spears, when she wrote the song Pepsi Joy of Cola. -
Pepsi Challenge
Other Business The advertising technique here is name calling, here Coca Cola tries to turn the Pepsi Challenge on itself by saying Coca Cola is better. The rhetorical device is logos, Coca Cola attempts to provide evidence that most people agree Coca Cola is better than Pepsi. Pepsi started the Pepsi Challenge to prove statistically that Pepsi is better than Coca Cola in an unbiased test. -
Michael Jordan
The technique used is Testimonial. Coke is using Michael Jordan, who was incredibly famous at the time, to endorse their product. The rhetorical device is ethos, because Coke uses a famous and trusted athlete to endorse their product.
The Gatorade ad is similar because it also takes advantage of Jordans popularity by using him to endorse their drink.
Other Company -
Always Cool
The advertising technique is emotional appeal. They use an “adorable” polar bear with their product to make the audience happy. The rhetorical device is pathos because it uses emotion to influence the viewer.
The charmin bears are a similar advertising technique. The company uses funny and adorable bears to entertain the viewer and endorse their product.
Other Company -
My Coke Rewards
Other Company The advertising technique is transfer, Coca Cola uses My Coke Rewards to transfer the appeal of rewards to add to the appeal of drinking Coca Cola. The rhetorical device is logos, buying this product reaps rewards more than the product itself. Pepsi created this technique with a campaign called Pepsi Stuff. -
Open Happiness
Other Company
Slogan is the primary advertising technique. Coke wants to identify and associate its product with the happiness. The rhetorical device is pathos because they sre influencing the audience's emotions to advertise the product. They want people to happy when they open a bottle of coke
Nike also uses the slogan technique and tries to associate their brand with the bold saying “just do it”. -
I Gotta Feeling
Other Company
Snob appeal. Coke wants to associate the young, cool, party lifestyle with their product. They show attractive young adults enjoying themselves. The rhetorical device is pathos, because the audience should feel jealous or desire this coke lifestyle.
Pepsi’s ad does snob appeal in a way much similar to Coke’s ad. They associate their product with attractive young people living exciting lives. -
Fifa World Cup
Other Company
The technique being used is called transfer. The ad attempts to associate the excitement, fun, and happiness of the fifa world cup to the coke product. The rhetorical device is pathos because its wants to get the viewer excited.
The Pepsi ad also wants to associate their product with a major sporting event, but rather than doing the fifa world cup, they chose the super bowl.
