Brand representation in Coca Cola adverts

Advert 1 – 'Pool Boy' 

1. 
   
2. How is American teenage life represented in adverts? 

The 'pool boy' advert, shows an attractive man cleaning a pool then we see both a boy and a girl staring at him in awe, they then fight to get to the fridge to pull out a bottle of coca cola to give him. When they finally get to the pool boy, their mother has already given him one.  

This shows American teenagers as obsessed with attractive partners, but It breaks the conventions by showing a boy admiring another man. The aim is different to adverts of old, before they would show a man after a woman whereas now it is just people looking for a partner. The teenagers themselves are seen as having perfect skin and looks, with attractive figure ad muscles, but as the advert goes on, the teens get considerably untidier, showing teens that looks aren't what they seem. It suggests t the audience that the only constant is Coca Cola. It also shows them in a large house, with a pool, and lavish decoration. This suggests the family are rich. 

2. How might this representation be seductive or attractive to teenagers living in Britain?  

Teenagers in Britain have a lower standard of living than that of people in America, so the huge houses and pools could attract them. Also, the teens in question have a very idealistic beauty, they are pretty or handsome without makeup. This could attract teens who want to look like them, but also the audience could be in the same boat as the teens, and find the handsome pool boy attractive.  

3. Do you think that adverts like this erode cultural differences? 

This advert does erode cultural differences, as one of the biggest gimmicks of the advert is that it caters for both straight and gay people. It promotes equality of the sexes, and also of wealth, as the rich teenagers are going after the poor pool boy and there is no divide. 

Advert 2 - 'Icebreaker' 

1. The advert shows a boy who is selling coca cola at a refreshment stall. He sees a girl he admires and walks to offer her a drink. Before he gets there, her muscular handsome friends arrive so he believes he has little chance, gives the cokes to an old couple and walks away. The girl however sees this kind gesture and a little later on, the same girl goes to buy 2 coca colas from the boy, and then gives him the second, they then walk off into the sunset together. 

American teenagers are seen in 3 different ways in this advert. There is the attractive female, the muscular handsome male, and the less physically attractive kind-hearted male. It promotes being kind-hearted as that person ends up getting the girl. I convey the image that teenagers spend their lives on the beaches surfing and relaxing, which can seem idyllic to teenagers. 

2. This representation can be attractive, as the weather seems to be perfect for a holiday and the advert suggests that It is like that constantly, also people watching the advert could be attracted by the typical coca cola idea of coke helps the boy get the girl. It is however tipped on its head as the girl in fact makes a move on the boy, which is quite common in relationships today. 

3. This advert does erode cultural differences, as the girl does go after the boy at the end, however there is no difference in race or sexuality, which means that the advert follows the same sort of path as most others