Yesterday and Today

Coca-Cola ads: then and now R. Coca-Cola ads: Then and Now Differences between the past and present centuries manifest the changes that occurred in American society and culture through the years. One of the most evident cases of these changes are the advertisements shown by companies showcasing their products, and, to a certain extent, the values held important by American society during the time or period. Indeed, advertisements are not mere 'displays' of products and endorsers.

More than being visual products, ads also play a vital role in documenting a specific point in time where a society's values and culture are highlighted. Through ads, a specific portion of the culture is preserved for the future generation to recognize and give respect to. This historical importance of ads is especially depicted in classic ads of well-known product brands, such as Coca-Cola. Since its inception in 1886, Coca-Cola, specifically the Coke brand, has become an integral part of every American's life.

Through advertisements, Coke has been associated as a basic need, almost synonymous with every person's need to drink and eat for subsistence. By substituting to Coke what water can do to quench someone's thirst, the Coca-Cola company has penetrated the American culture, making them feel that they both need and want to drink Coke and integrate it to everyday activities in their life.

In this paper, which studies the ads created by Coca-Cola between two time periods, the 1950s and 2004, it is evident that indeed, the American cultural revolution is mirrored in them. Through these ads, we as consumers catch a glimpse of the past and appreciate the present, noting their differences, and reflecting on why these changes happened, what cultures and values prevailed through the years. Analysis of both ads showed that Coke ads have remarkably changed in terms depicting the character of their ads.

Where before, there is evidently a conscious effort to associate Coke with people who high socio-economic status in the society, the present Coke ad depicts full representation of people of all age, race, and socio-economic status in life. However, the same regard for harmony and unity brought about by Coke is well-preserved. In the texts that follow, an analysis of each ad showing these elements are discussed.

In the first ad, which was part of Coca-Cola's Mexican Art Calendar collection, a woman who has coiffured hair and wore a re, elegant dress and matching earrings and necklace was shown presenting glasses of the classic bottled-Coke. In the lower right corner, the Coca-Cola logo was located, while the heading of the ad was located below the main picture, which said, "Siempre bienvenida" ("Always welcome").

The ad, taken holistically, resounds of the time when elegance and wealth matters to most Americans, as portrayed in the care given to depict the image of a wealthy and elegant lady. In its context, the ad is understandable: the use of the Spanish language (being part of the Mexican Art Calendar collection) showed the primary importance given to high status among people in the society. Thus, through this ad, Coca-Cola tried to capture the high class market in the North American region.

Apart from this market, the company also meant to target the women sector, as well as members of the American society who belonged to various cultures (in the ad's case, those who were of the Latino race). Contrasted with the 1950s ad, Coca-Cola's "Freedom Cinema," an ad released in 2004 for North America, presents the American society in its heterogeneous form.

There are no more class, age, race, and even gender distinction: all these people are well-represented in the ad, expressing themselves freely, which reflect the ad's slogan, which says, "Break Free." This slogan, while referring to the low calories and carbohydrates contained within the new Coke product C2, also connotes the ability of the post-modern.