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Copy - Coca Cola 1940 Poster, by: Alejandra P

Alejandra Perez

Created on November 30, 2023

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Transcript

PATHOS

The bright, colorful images of THE PACKAGING are meant to give you an emotional appeal and make you crave cOCA COLA.

LOGOS

This marketer is laying out a logical case for drinking Coca-Cola, arguing that soda has sugar and calories, which release dopamine, and therefore people should drink it to get energy and be happy. Notice the subtle use of ethos when the writer appeals to "family affair." The writer doesn't give any statistics, but they're trying to convince the audience that if the body wants soda, and scientists want you to be happy, you should drink it.

ETHOS

User This ad uses the "ethos" of a housekeeper. You can see by her uniform that she's someone who takes care of her family. This is an interesting choice of ethos, since many other soda companies sell their products by using celebrities. The marketers are using the "ethos" of this female housekeeper to make Coca-Cola seem like a family choice: as a source of love, union and happiness, not a frivolous drink.