Contextual Analysis of Advertisements

Running Head : Advertisements

Advertisements : A Contextual Analysis

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Abstract

The usage of historical events and or images in selling products is one of the most popular trends in advertising . However , one effect of doing so is the distortion of its purposes and their contributions to human society . Another result is commodity fetishism , or the false belief that material objects are the sources of human capability

Advertisements : A Contextual Analysis

Advertisements had indeed gone a long way . From simply convincing consumers to

avail of a certain product by detailing its positive qualities , advertisements now use specific historical moments as an important marketing tool . As a result , the historical event or images used loses its very meaning and content by becoming a mere referent to a product or for consumers . History is turned into a commodity that can be bought and sold (Lewis Clark College , n .d

History , Exploited

Historical moments allow people to remember the past , particularly good memories . Hence , historically-themed advertisements are believed to sell products better because they encourage feelings of nostalgia on the part of the buyer . But the usage of historical events or images in advertising distorts or disregards its real significance to human society . The real background of a historically-themed advertisement is replaced with an imaginary relationship between the consumer and history . This myth is dangerous , as its lack of context implies that the sole purpose of a particular historical image or event is to sell products (Lewis Clark College , n .d

Coca-Cola : A Cultural and Historical Icon

The Coca-Cola Company has not only manufactured and sold soft drinks - it has turned the beverage into a cultural and historical icon . For most people around the world , Coca-Cola is associated with the American way of life . This philosophy is a result of Coca-Cola being packaged as a member of (every American ) generation and can (thus ) laugh at (their respective histories (Lewis Clark College , n .d . History was manipulated to project Coca-Cola as an indispensable part of everyday living for generations of Americans (Lewis Clark College , n .d

World War II

World War II was a period of fear and despair for many Americans - many sons , brothers , husbands , cousins , nephews and friends marched off to battle , not knowing whether they will come back alive to their families The Coca-Cola Company took advantage of this situation by advertising Coca-Cola as the closest association to America , which was followed by the distribution of bottles of Coke to soldiers at war . It was very obvious that the Coca-Cola capitalized on the emotions generated by homesickness and one 's involvement in a dangerous activity such as war

In the first advertisement ( HYPERLINK "http /www .gono .com /adart /new /view_pic_new .php ?page 13 cat_id 2 categor y_search on name Coca-Cola adid 14916 http /www .gono .com /adart /new /view_pic_new .php ?page 13 cat_id 2 category _search on name Coca-Cola adid 14916 , a young soldier is sharing his wartime experiences with a young boy , the boy 's mother and...