Comparing two advertisements (Coca-Cola)

http://www.theonion.com/news/index.php?issue=4041&n=1&ref=myy
The two advertisements for Coca-Cola are from two different time periods; the first one is from 1969 and the second from 2004. The first ad, like the Kotex ad from the 1950s, has a lot of writing. However the ad from 2004, has only the writing of the product and no real reference to the product. The first ad shows the practicality of drinking coke because it shows a “person on the go”, also known as the workers. This is very relevant to the time period because the men were naturally the “bread winners” and went off to work. The man is also wearing a suit showing the rise in business/corporate jobs, unlike the once industrial society. The second advertisement shows the pleasure and entertainment one will receive from the drink. The only writing that is in the ad states “Always Coca-Cola”. This shows that every-time the group wants to have fun or dance, they drink coca-cola to get their caffeine flowing and their bodies moving.

After viewing these ads, the argument that can be made is that back in the late 1960s, ads targeted the working class and the everyday consumer. However, ads several years ago and today target the emotions and outright consequences that a product will have on consumer. “Because you drink coke, you will be happy and able to enjoy the company around you…If you use Kotex, you will be feminine and intriguing to others”. These assumptions are what drive the consumers in today’s society and are the leading force behind the exploitation of certain products. Thus, the value system in today’s ads are about appearance, pleasure, and enjoyment, and the value system of the 1969 ads are about practicality. The ads can be deconstructed by Douglass because this idea of deconstructing uncovers the truth behind the image. Therefore to deconstruct each image, one would find the underlying truths and motives of each time period. The motives have changed over time and inevitably show that the consumer driven society has changed in how products are viewed.

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