1945 Coca Cola Advertisement

America’s Coke

Although this advertisement from the World War 2 era appears simply to be selling Coke it is actually selling the idea that Coke is authentically American. This advertisement is trying to connect drinking Coke to be being a patriot. Coke does this by showing young military men appearing to be going to war in addition to the emphasized words saying that Coke is welcomed and brought along.

Coke is drawing consumers by advertising with young men. Females would be like this ad because of the attractive men all which look alike and have perfect white teeth. The ad is also reinforcing some racial stereotypes since all of the men in the picture are white. Seeing this will get some people to think that drinking Coke will make you seem more American.

The military presence in the picture influences a broad span of people. When people think of the military they think of honor and integrity. Furthermore, people respect the military and look up to them. Seeing such well-respected people holding and drinking a Coke will make them think that drinking coke will make them more respectable. Also the people shown in the picture are believed to be going to war. When seeing this picture people could be inspired by the soldier’s bravery and dedication to their country.

Coke was obviously advertising that they were widely accepted in the United States through the text. The words “It’s the real thing” was underlined many times, meaning that Coke was known by many and had to be reassured that it was actually the “real thing”. The Advertisement also made the reader believe that Coke was brought, and welcomed, overseas to the soldiers fighting World War 2 by saying “Coke goes along” many times during the text. Coca Cola also had a side note at the bottom saying that Coca Cola was so popular now that they had there own household nickname as Coke.

Just skimming over the advertisement, one would think it was only trying to sell Coke; but a more complete analysis would show that buying Coke is supporting America and making you more of a patriot. The ad attracts many audiences by showing four attractive men, a military influence, and a lot of emphasized adjectives and patriotic phrases. Therefore, after close analysis, it would seem that lots of thought and marketing technique was used in the production of this Coke advertisement.

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