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The Promotion Of Products And People - Online Term Paper

The Promotion Of Products And People

What are the differences between Coca-Cola and corporate executives? Or better yet, what are their similarities? According to Scott Charles and John T. Molloy, the chief similarity or common ground between them is the need to appeal to an audience. Even though their audiences may very, they still must be taken into account when they are trying to create an image of their company or product. Charles and Molloy address serious ethical questions concerning how a company projects an image and how that is important, but at the same time they forget to mention other ethical values that weigh in just as importantly.
Charles addresses the fact that Coca-Cola makes a play on the cultural ...

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people in the photograph are independently handsome…neither seems visibly perfected. (352)
The images in this ad compound upon one another to show the viewer that anyone can drink Coke at any time and be cool. The attractive, yet not overly glamorous, couple is significant because the ad is portraying its target audience right there on the page, which helps the reader associate that much more. The fan signifies coolness and the blades are showing some arbitrary time that the couple is drinking Coke. The words “ALWAYS” and “REAL” are centered above and below the Coca-Cola symbol while the phrase “Get Your Chill On” appears at the top. These words and phrases are all an undeniably big part of the urban black community, and by using these words in their ads, Coke is making it clear that they want to set forth an image that will encourage this audience to “get their chill on” and drink Coca-Cola.
Charles sees this message and talks about it in his essay. However, he never asks ...

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The Promotion Of Products And People. (2006, January 10). Retrieved November 22, 2024, from http://www.essayworld.com/essays/The-Promotion-Of-Products-And-People/39381

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PAPER DETAILS

Added: 1/10/2006 03:08:47 AM
Category: Economics
Type: Premium Paper
Words: 1153
Pages: 5

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