Consumerism is Beautiful: An Analysis of Coca Colas America is Beautiful By Anna Carter In Coca Colas 2014 Super Bowl commercial,

the advertisers patriotic tone displayed through contrasting syntax, nostalgic imagery, and familial archetypes reveals that people of all races and ethnicities contribute to the American culture. The juxtaposing syntax of the commercial demonstrates the many different kinds of people that make up American culture. The advertiser uses America the Beautiful to establish a sense of pride and unity within the audience, but then changes that unity when the language of the song changes. When the language changes, so do the different people shown. People of all races, age, and background are featured, each corresponding with the languages sung. Though the languages contrast each other and emphasize the differences between people, the overarching patriotic tone and song America the Beautiful reminds the viewers that all Americans, from all backgrounds and all cultures, are part of the American culture. Coke bottles appear throughout many of these scenes, as the advertiser uses pathos and ethos so that the audience associates being patriotic, pathos, and representing minorities, ethos, with their product. The advertiser wants the audience to think drinking Coke is part of all American lifestyles, even those not commonly shown or represented in the media. While contrasting syntax establishes both unity and differences within the audience, happy, family-focused imagery reinforces the idea that Coke is a part of Americas family-centric culture. The commercial features a family on a roadtrip to the Grand Canyon (:22-:26), playing once again into pathos with the imagery of a famous American landscape and a family having fun. Furthermore, these images of family also use ethos, as many of them are not white, and one scene even features a gay couple. The advertisers use of minorities and non-traditional Americans, while a positive improvement for representation that should be more liberally employed in the media, represents an ethical appeal. It plays into some of the audiences morals and, for white viewers, guilt. This makes it more likely that the audience will buy Coke products, as they will associate Coke with being progressive and diverse. This technique also puts Coca Cola into a position of controversy, as some Americans find it offensive to see representations of different facets of the American culture in the media. Because of this controversy, Coca Cola receives more attention, and thus more advertising. Nostalgic imagery of families enjoying themselves makes the audience want to buy Coke, and the featuring of different people and cultures plays into the audiences morals. Just as the nostalgic imagery reminds the audience of the multiculturalism of America, the diverse familial archetypes used in the commercial reveal the many different people that create the American culture. Families are shown camping (:24-:26), going out to the movies (:05-:08), eating at diners (:28-:30), rollerskating (:44-:47), and other classic family-fun activities. All of these families are smiling and enjoying themselves, while drinking Coke and having fun. This creates an emotional appeal, as the audience will think of smiling families and positive emotions when they think of Coke. However, the audience eases into these stereotypical images of non-traditional American families by starting with a very traditional American archetype, a white male wearing a cowboy hat and riding a horse (:01-:05). From there on, stereotypical family activities are shown being done by non-stereotypical (the stereotype being white, Christian and middle class) American families. The advertisers use of pathos and ethos

through familial archetypes sells Coca Cola to the audience by convincing them that Coca Cola is a drink for all families, and all backgrounds. In conclusion, though a very beautiful commercial, this advertisement fails to properly sell the product and creates more of a political statement about the Coca Cola company rather than convince consumers to buy Coca Cola products. The patriotism and representation of minorities generate ethical and emotional appeals that convey the message that despite heritage and cultural differences, all Americans enjoy Coke.