How do audiences respond to and interpret the representations in this product?
If we flesh this question out a bit, we get...
In what ways are representations used to appeal to a range of audiences? Make reference to the Coca Cola 'Street' World Cup 2022 advertisement. You may wish to make reference to:- Cinematography
- Editing
- The use of MES
You can view the unseen advert by clicking here
How do we structure an introduction?
DAC
Definition, argument, context
Representation refers to how something is presented again by the producer for the purpose of profit, to secure power, and to construct meaning. In this essay, I shall argue that the Coca Cola 'Street' advert uses a range of complex representations to appeal to the widest target audience possible. This ensures that Coca Cola, a multinational conglomerate are able to maximise their potential profit.
PEA
Point, evidence, argument
- One way in which the CC advert uses representations to appeal to a wide range of audiences is through the representation of football itself
- High key naturalistic and golden lighting reinforces a warm, sunny, enjoyable and wealthy atmosphere
- Another representation that is featured heavily in this commercial is that of a young, hegemonically attractive woman. She is constructed through
- MES of drum connotes a loud, exciting, carnival atmosphere
- The relatable setting of the small, local corner shop reinforces the ideology that football (and Coca Cola) is a part of everybody's life)
- Use of costume, football shirt and bell bottom jeans which construct a comfortable and relaxed representation of gender. Bell bottoms a symbolically connotative of the 1970s, which infers that Coca Cola is an established brand.
- Birds eye view mid shot of young woman and her male friend constructs women as being powerful and noteworthy. A binary opposition is constructed between the calm, relaxed and still girl, and the exciting chaos of the cityscape behind her, which reinforces a positive and exciting representation of women to the target audiences
- The girl's red top is connotative of both power and passion, which constructs polysemic range of meanings for the target audience. The passion here clearly refers to football, which subverts stereotypical and sexist representations of women. This clearly contradicts the male theory, as the main female character is not presented as a sexual is further anchored through the MES of her natural hair, which once more presents a relaxed and less stereotypical representation of women
- A third and fascinating representation is the representation of Qatar. In this promotional film, Qatar is represented as a rich, vibrant and historically fascinating country. This is encoded through the sumptuous MES of warm golds and browns, which construct a range of symbolic messages of positivity and optimism. This is further explored and reinforced through the use of relatable settings, such as the run down corner shop, which forms a binary opposition with the resultant explosion of colour when the young woman open the coke (a gestures shown in a highly suggestive close -up). This diametric opposition constructs Qatar as a diverse, vibrant and exciting country where anything is possible, which positions the audience in an extremely inviting and positive mode of address.