Coca-Cola Super Bowl Ad ("America the Beautiful") (Context 2014,…
Coca-Cola Super Bowl Ad ("America the Beautiful")
Occasion & Purpose
60+ million viewers
Immigration ban for immigrants from seven majority-Muslim countries
Coca-Cola's take on globalization
Practically a festival
Many watch for ads in particular
Cultural solidarity though vague
How to respond to a multinational corporation message?
Sports fans and not
Tens of millions of viewers
Obama's presidency ending
Concerns about NFL and brain injuries
Private sector bonanza
Fractured American polity
Stock market booms
Racial tensions intensify
Health care legislation falls apart
International diplomatic hesitation regarding solidarity with U.S., e.g. Germany
Streaming, cable, antennae
Sequence of images
What's the argument
How many shots are there?
What locations are shown?
Music + song
America the Beautiful
How many languages and what languages sung in?
Who arranged, composed, and performed this?
Appeals + persuasive tools
Aural + artistic, song engages
People living, dancing, singing... diverse depictions
Emotional appeals: can difference be preserved
Emotional appeal: America is global, right?
Emotional appeal: Unity message
Realities of Coca-Cola's global presence
Presence in 100+ countries
Expansion into global markets
Deleterious health effects
Consumption of h2o
Labor relations, e.g. Mexico & Colombia