Discussion on Contemporary Visual Source: Coca Cola Commercial 2014 on YouTube

广告在YouTube上被认为是有效促进产品和促进销售的一种方式,因为在世界各地,有着数不清的观点。本文想要可口可乐在2014年产生的视频广告的主题分享一杯可乐。在可口可乐推出商用之前,他们应该意识到这是青少年和年轻人大多使用YouTube。商业的影响力和权力,在这种情况下,加上YouTube的平台,可口可乐应当建立本身作为一个负责任的企业社会责任,而不仅仅是追求利润的最大化。
Advertising on YouTube has been considered to be an effective way to promote a product and boost sales since there are countless views across the globe. It is very easy for one commercial to have an impact on viewers on the platform on YouTube just as in other means of media. The visual source that this article would like to take about is the video advertising produced by Coca Cola in 2014 with the theme of Share a Coke. Before Coca Cola launches the commercial, they should be aware that it is the teenagers or young people mostly that use YouTube. With the influence and power of commercial, and in this case, combined with the platform of YouTube, Coca Cola should establish itself as a responsible corporate with social responsibility, not just to pursue the maximization of the profits.
From the phenomenon of using YouTube as the platform of promotion and advertisement, it can be seen that Coca Cola is more than clear that how far it can reach its customers. The relationship between the popularity of YouTube and the willingness of Coca Cola to put on video advertising on YouTube is closed with each other. Only when the platform is well developed so the platform will be useful for Coca Cola to use to spread information to others and therefore the outcome can be achieved.
However, there has been an argument about the drinks produced by Coca Cola that it contains too much sugar, which is actually very bad for the health of consumers. The happy faces shown in the advertising are important visual texts that are showing to audiences that people are happy drinking the drinks produced by Coca Cola Company. However the information is actually of great concerns to the society. It is seen that people are happily sharing their coke with their friends (Coca Cola Commercial 2014 Share a Coke). The figures showed in the commercial are all teenagers who are slim, which does not reflect to the reality that those people who like to drink such drinks that contain a big volume of sugar are usually overweighed. The obesity issue in the society has caused a lot of attention from associations and families that are having concerns on teenager obesity.
The visual text included in the video is solely for the purpose of promotion and increasing the sales of Coca Cola among teenagers. No doubt, it does create a positive influence on teenagers as they have the close connection to the commercial. But the commercial misleads them to consume such high-sugar drinks without giving the sign that consuming too much sugar in the drinks will cause obesity. From this perspective, it can be understood that the commercial only uses the positive visual texts to promote the sales without taking into consideration of the society and the health of the specific group of customers.
Therefore when considering using video promotional information to reach to the audiences,  it is very important that visual tests meet the expectation of the promotion to increase brand awareness and the sales. The content of the video is to show how people in every place of the world enjoy drinking Coca Cola and how happy people are by drinking the soda that they like. In the video it can be seen that there are a lot colors, figures of young people, views of different places and slogans shown in the video to give the key message about the drinks. The message given by the video is to promote the feeling that when people are drinking the drink they feel happy. The visual texts have created such positive psychological effects, which influences the consuming decision of customers.

The controversy on this Coca Cola commercial 2014 is worth debating. The visual texts are effective and strong; the fact that it involves a lot of information about teenagers or young adults is because the target customers of the products are the young people in the society. However as the high-sugar drinks nowadays have become one of the most important reason why the number of people suffer from obesity is increasing, therefore the happy and positive feeling of people drinking Coca Cola in the commercial mislead customers to increase their consumption on such drink and therefore this kind of commercial is putting customers’ perception about such drinks at stake.

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