Thinking about Text Advertisements

Krystall Fasel

English 101

05/27/15

Thinking about Text

Page: 181

Advertisements R Us

By: Melissa Rubin

1.       Melissa begins her text by explaining the use of advertisements, they are written to persuade potential buyers into purchasing a product. Working to use pictures and words to target specific groups of people with the intent of convincing potential buyers. Using strategic angles to appeal to the ideals, values, and stereotypes we can use advertisements throughout history to see the revealing interiors of society.   Using Historical facts she goes into great detail on the History of the Coca-Cola company, proving her main point of their advertising in the 1950’s, “The message: theirs is a life to be envied and emulated, so drink Coca-Cola and live that life yourself.”

2.       Using historical context, Melissa shows how the advertisements of the 1950’s idealize white American, working class and middle class citizens. The ad depicts the smiling faces of blue collar, military men, portraying a society that these types of people were numerous and prominent.

3.       This classic American ad represents an era of post-war industrialization's, with many questions arising in this time of changes. Many cooperation’s were not ready to adapt to the urban changes of society. With African Americans entering the military and work force and women choosing to also consider alternatives to the, then modern house wife. People of all kinds were beginning to seek personal rights by choosing to join unions and pursue benefits of full time employment. Equal opportunities were not always favored by all as proven in the ad on page 177. With white men prominent and few women in the background this photo lacks the changes happening at its time.

4.       And   5.

1969 photographer Jay Maisel, New York City, portrayed these young adults enjoying a beverage. All of them smiling and enjoying life. Seemingly keeping the theme that Coca-Cola has been portraying in all of their advertisements.		The modern Coca-Cola bear replaces the original ‘Sprite Boy’. Still Possibly conveying the same ideology of an unusually white character promoting the product.
A benefit for Black History Month. Searching through hundreds of ads it was extremely hard to find random African American models for this product.		Of the African American, Coca-Cola ads I came across, there were mostly celebrities, depicting athletes or musicians. These fact show that the finding of Melissa Rubin still ring true in modern society. In fact most ads now are reserved for modern celebrity talents.