Written Task 2

This Coca Cola advertisement from India depicts a man and woman in a romantic relationship laughing and drinking Coca Cola. They are clearly very happy and relaxed and the viewer can infer that they are in a good relationship. The slogan also encourages this idea with the words “happiness” and “open happiness”. When viewing this ad, the observer will usually interpret a happy relationship however this can differ. When comparing two points of view, one may be about making connections between the product and the relationship and the other may be about understanding the happiness depicted but not within the aforementioned connections.

One viewer may depict the product in correlation with the successful look of the relationship. They may perceive it as a way to get to this level of happiness in their own relationships and life. By looking at the product and emotions as connected, they will think that the first is used to achieve the latter. They may associate the product with the idea of happiness and this is exactly what the advertisement is attempting to achieve. Through the company’s use of movie starts in the ad, they allow the viewer to also connect the product to that life style. It may allow them to think of the product as an exclusive one that is used by celebrities, following an endorsement style appeal. This viewer may think this way a result of his or her own lifestyles and understandings. Things like culture, beliefs and experiences will construct these ideas for the viewer.

Another viewer may understand the commercial in a different sense, where there are no connections made. Perhaps as a result of their own lifestyle, culture and beliefs, they may not be inclined to think that a product should be connected to successful relationship. In turn, they may conclude that the depicted people are simply enjoying the product, however this is unrelated to how successful they are in their relationships. This viewer will understand that the product can bring happiness, however will perceive it as short-term enjoyment and unrelated to the rest of their lives. They will not make the connection that in order to have joy in your life and relationships you should use this product. Referring to the use of celebrities, this viewer may understand the endorsement however without thinking much into it. They may view the celebrities as something that catches their attention however not to make them think of the product as something connected to that lifestyle.