Thesis: Major corporations and companies have relied on the use of common images, colors, and fonts to attract consumers to their products. Many of these producers have used the same styles for generations to instill their product in the minds of their consumers so that they are recognizable and timeless even though they can be altered slightly for newer generations.
1. The use of images that consumers have become accustomed to is an effective and easy way for large name brands to be recognized by both older and younger generations.
a. Images are a way for companies to link certain trends to their product
i. The shape of the glass cola bottle has become a well-known symbol for the Coca-Cola Company.
1. In older and in newer advertisements the Coke bottle is a main focal point
ii. The upward and downward arrows in the advertisement are a symbol for the movement Above The Influence for young adults
1. The ad links Coke to the Above The Influence movement
2. The arrows inside the Coke bottle show that on the “coke side of life” you are above the influence of substances
iii. The images that create the Coca-Cola bottle in the advertisement are to attract an older generation with an appreciation for the classics
1. The use of traditional ‘classics’ that people think of link all classics to Coca-Cola
a. The popular “American Classics” such as baseball, cherry pies, and hotdogs are used to illustrate classic America.
b. Popular movie stars and singers are also used to represent classic American favorites.
2. The use of color is a very common way that advertisers link their product to the thought of the consumer.
a. Red is predominant in one Coca-Cola ad
i. Red is very commonly linked to the brand of Coca-Cola
ii. The classic Coca-Cola bottle was glass with a red label and white lettering
iii. The ‘classic’ advertisement uses the red tinting on all of the photos used to link the red aspect to their ad
iv. Coca-Cola is written in red on a transparent white label that melds with the background to break up the use of the color red.
v. The black lettering at the bottom is in black to add contrast and not take away from the red coke bottle.
b. The ad for the younger generation is predominately black and multicolored
i. The use of many different colors attracts a younger generation because the are attracted to many different and contrasting color schemes
ii. The use of different hues of the same colors adds contrast that will attract attention from the multicolor scheme
iii. The use of white lettering adds contrast to the black background and draws attention to the middle of the page where the product is located instead of the top where the color is located
1. The product is filled with upward multicolored arrows to keep the attention of the consumer
2. The use of black lettering over the product bottle is to add contrast to the many different colors
iv. The white lettering of Coca-Cola underneath the product lets the consumer know it is a product of the company
3. The use of lettering and font is another way for major corporations to advertise their products.
a. The classic lettering of the Coca-Cola company with the curly letters is already linked with the soda company
i. The font is used in both advertisements to let the consumer know that they ad is specifically for Coca-Cola
ii. In the ad that focuses on the classics uses it in 2 ways.
1. It is used as the traditional label on the bottle, like the older glass bottles.
2. The slogan “A classic never goes out of style” is written in the font
a. It causes the consumer to automatically think of Coca-Cola.
iii. The lettering is used only for the words Coca-Cola in the ad for the younger generation
1. On the Coca-Cola bottle the use of a newer label is used
a. The label that is used is the label from the aluminum cans instead of the original glass bottles.
b. In the younger generation the newer label is recognized more
i. This is because it is what they have grown up with while the older generation grew up with the ‘classic’ font
Conclusion Statement: Through the repeated use of their classic fonts and images of the glass bottle, the Coca-Cola Company has been able to alter their advertisements to attract many different types of consumers. From the young to the old, everyone can recognize the classic font of Coca-Cola and immediately link it to the brand.
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I like that your conclusion statement includes examples and overall your outline looks well developed.
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