Journal 1: Image Icons

16 Jan


B. The image icon portrayed in this print ad is a polar bear

C. The polar bear is one of the icons used in advertisements for Coca Cola (Santa Claus being another). Because the arctic is the home of the polar bear, using a polar bear as an image icon hints at the refreshing ice-cold experience of a drink of Coke.

D. This year, Coca Cola worked with World Wildlife Fund to create Arctic Home, which raises awareness and funds to restore a “home” to polar bears. Because Coca Cola has such a strong face, this campaign works to capture the attention of a wider audience. The polar bear is the official mascot of Coca Cola–if the polar bear goes extinct, then who will represent the company?

Coca Cola is not even the dominating focus in this ad. The focus is the polar bear, and the ad brands Coca Cola by using its well-known red and white colors. These colors also associate with Christmas, thus the connection to the holiday through the printed words: GIVE NEW MEANING TO ‘HOME FOR THE HOLIDAYS.’ The holidays are a time of warmth, love, and happiness. It is a time to come together at home with family. This advertisement seeks to touch on this emotion to create more sympathy for polar bears, as if they, too, long to be ‘home’ for the holidays.

E. This advertisement, simple as it is, does persuade me. It sparked all the emotions it was supposed to. I am a sucker for the warmth and cheerfulness of Christmas, so I feel sad for the polar bears and am invited to visit to find out how I can help. This ad also makes me nervous for Coca Cola. Not that I drink it, but it makes me wonder if Coca Cola will struggle in finding a new identity if it loses its mascot. What will it mean for Coca Cola’s consumers?


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