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Coke Mini


I recently saw a Coca-Cola commercial advertising mini Coke cans. The commercial stars two superheroes: Ant-Man and the Hulk. Ant-Man goes into Bruce Banner’s lab and steals his last mini coke. Bruce gets extremely angry, turning into the Hulk and chasing after him. The Hulk finally corners Ant-Man and Ant-Man returns the coke to him, helping him open the can in which the Hulk drinks it with pleasure. This commercial greatly uses Pathos. Pathos is the appeal to emotion through feelings. This commercial uses Pathos through the appearance of well-known superheroes from popular movies. This causes the audience to want to buy the product because they see characters that they love which influence their feelings, making them excited to purchase the mini cokes. I think this is definitely persuasive. The commercial is very fresh, new, and well put together, making me enjoy how the commercial looks but also enjoy the product I am seeing being advertised. The commercial also appeals to emotion by the action. Fans enjoy superhero movies due to the action and the excitement it brings to them. Seeing the Hulk chase after a tiny Ant-Man gives them a sort of short film which peaks their interest, automatically interesting them in the product due to the action quality of the commercial. Concerning the other to appeals, this commercial obviously isn’t very logical due to the simple fact that those superheroes do not exist, therefore discarding Logos. It also doesn't show much Ethos: there is no authority figure in the commercial and some wouldn't count heroes as credible. However this can be debatable because some people may say that heroes are a trustworthy source simply because they like them, but logically, since they do not exist, they have never actually tried the product so they cannot give an accurate review on it.
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Comments

  1. AnonymousDecember 11, 2016 at 1:18 PM

    I agree with Alaina on the rhetoric involved in the ad. It seems to operate solely on the Pathos generated by the video component of the ad. To be fair about the lack of Logos it's soda. One cannot give a reasonable argument as to why one brand of soda over another because it is entirely subjective. As far as Ethos goes fictional characters aren't as likely to illicit a feeling of trust or goodwill as an actual person.

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  2. AnonymousDecember 13, 2016 at 4:35 PM

    From the perspective of a Marvel fan like myself, it is hard to look past the mere entertainment of the ad and look at the logic of the matter. This was a smart move on Coke's part. I completely agree that there is little to no logic involved when it comes to fictional characters in an obviously fake scenario, but as you mentioned, there is no denying the fact that it is persuasive in its own right.

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  3. AnonymousDecember 13, 2016 at 6:19 PM

    I saw this commercial before and I thought it was hilarious! However, one thing that I have noticed since learning about ethos, pathos, and logos is that I feel as if pathos can be distracting at times. In the case of this commercial, you pointed out it is mainly pathos based. I would agree, but I wonder if they should analyze the commercial to see if the appeal to humor takes too much away from the product. I know I enjoyed the ad, but barely noticed the mini coke.

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  4. AnonymousDecember 13, 2016 at 7:40 PM

    Very well done, but I am not so sure that superheroes do not exist. Superheroes still need to drink something and they're favorite drink may be Coca-Cola.

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  5. AnonymousDecember 13, 2016 at 8:05 PM

    I agree that using superheroes appeals to some people but not all. I think that the use of superheroes like Hulk was to show how small the mini actually was compared to human like things, even though the hulk is huge

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  6. LexieDecember 15, 2016 at 5:11 PM

    I agree with Alaina. This commercial definitely appeals to pathos because many people love superheroes. Also, the way the commercial depicts the Coke is really well done. You almost feel thirsty after watching this commercial.

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  7. AnonymousDecember 19, 2016 at 4:10 PM

    I agree with alaina. This is definitely a commercial that is using pathos. This commercial is great considering that superheroes are now appealing to both teenage guys and girls. The ad was great but I barely noticed the mini coke.

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  8. Abigail OverbeyJanuary 4, 2017 at 7:40 AM

    The advertisement also does a good job of staying relevant with the use of pop culture using those characters. A good use of Ethos as well.

    Jake

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