Selling and Advertising

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Selling and Advertising

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Themes

Advertising, advertisement, coca-cola, branding, trademark, national anthem, Langston Hughes, America, racism

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Abstract

"We could become more aware of what we can do to help people. Indeed, there are still many people who need help around the world, for various reasons, and we could learn how each of us can do small things to help them."

Use as many words as possible from the above box (and many others of your choice, of course) to explain what Coca-Cola tried to do, show or express in creating this advert in 1986
Changing the world. ... What would you do? What do you personally think could be done to change the world? (4 ideas to develop in 3 lines each)
Comparing and Explaining

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[...] Selling and Advertising 1 In this 1986 advertisement, to promote the new "Diet Coke" beverage launched by Coca-Cola, the brand used and distorted a very famous American monument. Indeed, we immediately recognize Mount Rushmore in the USA, but the men are holding Diet Coke cans. Besides, Coca-Cola used play words, with the description "Mt. Tastemore, South Dacola" as a reference to a real famous place called Mount Rushmore in South Dakota. Mount Rushmore is a memorial showing the faces of four American presidents carved into the granite surface of the mountain: George Washington, Thomas Jefferson, Theodore Roosevelt and Abraham Lincoln. [...]

[...] We could also work on improving our modes of transportation, to go further quicker. It could help us connecting to more and more people around the world, and we might become less sedentary and more open-minded. Then, we could help creating a more tolerant and more equalitarian world, by educating everyone to respect people around them, and to treat them as their equals. We should also learn to be more tolerant. Finally, we could become more aware of what we can do to help people. [...]

[...] Then, the poem says that "tomorrow", the Black man will be "at the table when company comes", so now he is worthy to be one of the guests, he has become their equal. The photo of the Olympic podium in Mexico in 1968 shows how two Black people managed to be on the podium, so it is a huge improvement to fight racism. It is like a picture showing how the poem's objectives were accomplished. Besides, the two men on the picture are raising their fists above them, it is a symbol of victory and pride. [...]

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