Yesterday and Today Term Paper

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Coca-Cola ads: then and now R.

Coca-Cola ads: Then and Now Differences between the past and present centuries manifest the changes that occurred in American society and culture through the years. One of the most evident cases of these changes are the advertisements shown by companies showcasing their products, and, to a certain extent, the values held important by American society during the time or period.

Indeed, advertisements are not mere 'displays' of products and endorsers. More than being visual products, ads also play a vital role in documenting a specific point in time where a society's values and culture are highlighted. Through ads, a specific portion of the culture is preserved for the future generation to recognize and give respect to.

This historical importance of ads is especially depicted in classic ads of well-known product brands, such as Coca-Cola. Since its inception in 1886, Coca-Cola, specifically the Coke brand, has become an integral part of every American's life. Through advertisements, Coke has been associated as a basic need, almost synonymous with every person's need to drink and eat for subsistence. By substituting to Coke what water can do to quench someone's thirst, the Coca-Cola company has penetrated the American culture, making them feel that they both need and want to drink Coke and integrate it to everyday activities in their life.

In this paper, which studies the ads created by Coca-Cola between two time periods, the 1950s and 2004, it is evident that indeed, the American cultural revolution is mirrored in them. Through these ads, we as consumers catch a glimpse of the past and appreciate the present, noting their differences, and reflecting on why these changes happened, what cultures and values prevailed through the years.

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Analysis of both ads showed that Coke ads have remarkably changed in terms depicting the character of their ads. Where before, there is evidently a conscious effort to associate Coke with people who high socio-economic status in the society, the present Coke ad depicts full representation of people of all age, race, and socio-economic status in life. However, the same regard for harmony and unity brought about by Coke is well-preserved. In the texts that follow, an analysis of each ad showing these elements are discussed.

In the first ad, which was part of Coca-Cola's Mexican Art Calendar collection, a woman who has coiffured hair and wore a re, elegant dress and….....

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