Table of ContentsExternal CommunicationsWebsiteCorporate OfficeHurricane Harvey AddressBusiness ConclusionIn this report, I have brought together four different pieces of external communications produced by Coca-Cola Corporation. This material was brought together in order to conduct a semi-comprehensive rhetorical analysis and audit of the company's strategies in advertising its company and product, in this case, Coca-Cola. Many years ago I read Coca Cola's mission statement and vision and I still appreciate it today. On their corporate website, their mission statement reads: “to refresh the world in mind, body and spirit, inspiring moments of optimism and happiness through our brands and actions, and create value and make a difference.” These somewhat vague statements are given power and life by the market giant that is Coca-Cola. These words, spoken with the authority of a company that has enormous power to actually make change, are not overlooked, and so I decided to determine whether their rhetoric actually reflected these mission statements. Say no to plagiarism. Get a Custom Essay on “Why Violent Video Games Should Not Be Banned”?Get the Original EssayExternal CommunicationWebsiteWhen one first clicks on the number one result after searching for “Coke” on Google, a site Clean and emboldened web with a red border opens with the photo above showing a beautiful young woman sipping a Coke, eyes closed to her surroundings. Visually, Coke pushes the idea that despite her beautiful surroundings with red confetti falling like snow, the real wonder of her experience is the taste of the glass bottle she is holding. This has a dramatic effect on the website and the viewer. The photo is captioned with the phrase "Open a refreshment" and elicits a sense of adventure and happiness in the viewer, something that the woman in the photo observably conveys. The fact that a beautiful young woman gets lost drinking Coke associates her with youth, romance, and possibility. Coke appeals to viewers' sense of pathos to the extent that the photo almost outright says that drinking a Coke is comparable to, and even better than, life experiences. Throughout the website, Coke relies heavily on visual aids to market their product. Most of their homepage is made up of images and short videos that somehow show a person happily enjoying their own bottle of Coke. Many different breeds are featured on the page, but there isn't a wide range of different ages. It appears that Coke is gearing its marketing towards the young, new age consumer. This is also suggested in their association of Coca-Cola with freedom. They use phrases like “possibilities in every sip,” “game-changing taste,” and, of course, “the refreshing taste of Coca-Cola drinks [are] associated with new and enriching experiences.” For the young consumer, Coca-Cola uses pathos, and arguably logos, in promoting the idea that Coca-Cola is comparable to freedom and opportunity. One final point to make about the website is that it appears that a sense of family and community is important to Coca-Cola. Refer to Figure 2* below to see a photo on Coca-Cola's main page that symbolizes many people coming together using a Coca-Cola. It's a timeless piece to toast friends during good times. The photograph represents friendship and happiness, which are at the heart ofthe entire website. Coke stays true to its mission statements in my analysis of its homepage. Themes of refreshment, happiness, and optimism persist throughout. A wonderful campaign filled with color and positivity is evident in every part of the website. It is polished to perfection, indicating that the company has taken great care in creating its image. Hurricane Harvey Headquarters Address The Coca Cola Headquarters website has a more sophisticated setup and it is obviously aimed at a more mature audience. The article I selected is the most recent and discusses the company's efforts to help with Hurricane Harvey relief efforts. Highlighted in Coca-Cola red, the page header reads: "The Coca-Cola Foundation Pledges $1 Million for Disaster Relief Efforts in Southeast Texas and Louisiana." » This demonstrates that the company believes it is important for its consumers to know that they care about the American people and are willing to share their wealth with those in need. They want consumers to know that the company gives back to society and shows compassion to those affected by horrific natural disasters. Ethos is most definitely used here, as they state that it is ethical to help those in need. Their choice of words in their statement proves it. Just one example includes part of Coca-Cola's vice president's statement that says, again in red: "Coca-Cola is always ready to help when people are in need." As the heartbreaking situation continues to develop along the Gulf Coast, we are reminded of the importance of coming together and supporting each other. Visuals are once again heavily used in this communication element as well as on the main web page. Below, in Figure 3*, a man in a Red Cross uniform, Coke's partner in the relief effort, can be seen stoically going to work helping the victims. It is a moving image that evokes not only ethos, but also pathos and touches the heart of the consumer. Essentially, supporting Coke means supporting the victims of Hurricane Harvey and the Red Cross. As tragic as the circumstances are, this is a brilliant marketing move. Commercial The third piece of external communication that I would like to analyze is an advertisement published by Coke in 2015 entitled “#MakeItHappy”. The commercial lasts about a minute and begins with flashes of people sending hateful texts and messages on the Internet. It's filled with threatening music and people crying or upset over the messages. We then see an employee in an Internet server room drinking a Coke. He accidentally spills the coke on the machines and suddenly, with the major chords of a new song, the "energy" of the coke spreads across the Internet and transforms the hateful messages into positive messages. For example, replacing “no one likes you” with “no one is like you.” The facial expressions of the upset people immediately change and by the end of the video there are no more hateful messages. It was quite a creative and positive advertisement. Advertising primarily uses pathos to please the viewer. Watching online messages go from hateful to happy with the help of a Coke results in a feeling of satisfaction from the viewer. The public is witnessing the message that Coca-Cola is changing things for the better. It also uses ethos. Coke transforms mean and cruel messages into more uplifting and joyful messages. It is ethical to be good and decent to each other. An argument that Coke also uses.