The advert I have created titled Coca Cola; Closer Together, focuses on the ideas of Coca Cola being associated with the high’s of love and romance that one may experience in their younger years. The advert specifically emphasizes how Coca Cola will improve the time you spend together with the people/person you love.
My advert doesn’t stray too far from the norm of other adverts in the soft drink industry. Compared to other Coca Cola adverts and competitors like Pepsi as well, the conventions of being fast paced, showing an idealist/exhilarating lifestyle, and showing viewers the “way of life” associated with drinking the soft drink are all still prominently shown. The advert is filled with multiple different codes and ideas, most specifically the thrilling and blood pumping adventures the 2 protagonists go through. Specifically, the advert is set in multiple scenic environments people would love to go with their significant other, for instance, scenes showing the couple in their convertible sports car, at a mansion by the pool, on the edge of a beautiful cliff, in a retro 60's diner, lighting fireworks by a lake, and on the beach as they walk along the coast line. All these scenes denote, and increase the overall feeling and idea of having an extravagant and electrifying lifestyle. Another way my advert embraces the conventions of soda adverts is the music used. The song “Getaway” by Saint Motel, perfectly encapsulates the fast pace and exhilarating romance the actors go through as they quite literally make their own spontaneous “getaway” as shown in the advert.
For an advert such as this, I believe it would be aired on programs that mainly show romance/thrill seeking shows and movies. This makes it so that people in the target audience, young adult males and females, will most likely be shown the advert. Thus, the advert will resonate more within the hearts of these thrill seeking people, and further encourage them to go out and experience these feelings, and to buy Coca Cola.
The target audience and the audience the advert appeals to would definitely be the younger generation like teenagers and young adults. The content shown would not be relatable to younger kids as they wouldn’t understand the ideas of love at their young age. Not to mention a “thrilling” kind of love. To add, older/senior citizens wouldn't be the target audience either as they’re well past the age to go on exhilarating trips and adventures and live the “high life” shown in the advert. Thus, teenagers and young adults prone to the thrills of love would be the target audience for the advert. Additionally, the advert definitely targets people living in the western world, as other parts of the world may not see the idea of romance being this thrill-seeking experience, as that is more of a convention formed in Europe and North America. Additionally, it targets the middle-upper class, as the lifestyle shown in the advert isn't as easily experienced by poor people in the lower class, and it's likely that a high income would be needed to keep up with the kind of lifestyle portrayed in the advert, thus only really being relatable to the people of that income bracket. (Middle-upper class)
Furthermore, my advert represents the social groups of both female and male teens to young adults, as it can be seen that the 2 main actors shown are both young adults, and both of caucasian descent. This further increases the relatability to the young generation, and shows that love isn't always as “cookie cutter” as it may seem. And although other races may not be represented in the advert, i still believe Asian, African American, Middle eastern or people from any other ethnic group may still be able to relate to the advert and find it relatable, as romance is one of the few feelings that can is almost ubiquitously felt in the same way by people all over the world. Thus, I believe having a romantic conception allows the advert to find a wider audience than other adverts. On top of that, it can be said that the escapades of the 2 protagonists may resemble a more “modern & family friendly” Bonnie and Clyde, as the thrills of romance blind them from the dreaded reality that people must face once the thrills of their adventure may run out. It also encompasses the “living in the moment” way of life as well, which is most common with people who are still young and don't have to worry about the stresses of work and having a job. Its also quite fitting as the song "Getaway" by Saint Motel incorporates a lyrics in the song that states "Leaving behind, tonight we're Bonnie and Clyde", and this exemplifies the adverts ideas of a thrill seeking adventure with the person you love to an even greater extent.
From Katz’s and Blumer’s Usage and Gratification Theory (UGT), I would state that this form of media/advert would fall under the category of the “diversion” need, as audiences may watch this advert to try and escape from the mundaneness of their everyday life, and to try and experience the thrills of life shown in the advert, would go seek out novelty and try new things. Of course, with a bottle of Coca Cola.
Through creating the storyboard for this advert, I have learned how to create an effective storyboard and show the ideas I have in my head in a form that can be seen by others as well. My drawing skills weren’t the best, so I had to do my best to show my ideas through text form. But I believe that I was able to create a storyboard that would be understandable by directors, actors, and all people who would be involved in creating the advert. This project helped me in improving my artistic abilities, as for sketches I first drew rough outlines using pencils, and used reference images i found online to help me put my ideas on paper. Once I had finished the sketches, I moved over to tracing with a pen to create a clearer image of the storyboard that could be more easily understood. I did not use any online design software like photoshop as I believed it was more practical to use traditional methods and draw on paper. I also do not have the required equipment to draw the storyboard digitally, although I believe it may have been easier.
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