YOUR WORK NEEDS TO BE VERY ACCURATE** PLEASE READ THE INSTRUCTIONS BEFORE YOU MAKE A BID. I'm working on a writing project, I've done with the first step of my project, which is choosing an artifact and analyzing it. The second step of my project is l

WR 121 - Initial Artifact Assignment

“Brotherly Love” Analysis

In the Video “Brotherly Love” Coca-Cola promotes its new global campaign which called "Taste the Feeling" after the old one "Open Happiness", which lasted around seven years. In this advertisement, Coca-Cola employs a lot of visual, and audio codes in order to sell its products and link different attitudes with its brand. Coca-Cola uses a narrative style to tell a story of two young brothers who have love and conflict relationship, the older brother keeps bullying his younger brother throughout the scenes. And in the last scene, the older brother saves his younger brother from a group of bullies. In addition, Coca-Cola uses a cool background song which is a cover of the recent hit “Hey Brother” by the Swedish artist Avicii performed by Conrad Sewell. By using the element of a meaningful story and the element of a modern hit, Coca-Cola is targeting both old and young audiences.Overall, the video raises a question which is, how can we help the kids who are getting bullied?

First of all, Coca-Cola uses a narrative style of telling an emotional story to link some nice attitudes with their brand in order toenhance its credibility. The story is about two brothers who have an unstable relationship. At first, the older brother, who wears blue, consistently bullies his brother, who wears red, by hitting him and kicking him out of his umbrella during the rain. Seeing this young brother getting bullied by his own brother makes the audience feel pity for him. In the last scene, the young brother is sitting on a park chair, and a group of bullies, who wear blue, show up and take his refreshing cold Coke from his hand when he is about to drink it. The bullies keep bullying him, and then the older brother become the hero of the story, while he is wearing red, by showing up at the perfect time and rescuing his younger brother from the bullies and giving him back his cold Coke with a smile on his face.Endings like that make the audience feel excited and emotional; especially, after the two brothers smiled to each other, and this endingmakes, the story, the red color, and even Coca-Cola’s products preferable.

Furthermore, It’s important to notice that throughout the scenes, the bullies are always wearing blue which commonly linked with Pepsi, Coca-Cola’s biggest competitor. On the other hand, red color, which is associated with Coca-Cola, is being worn only by the good guys in this ad. And this sends a message to the audience telling them that there are bad connotations of the blue color and positive connotations of the red color. Therefore, by attaching these morals such as anti-bullying, heroism, love and family values into the story, Coca-Cola is trying to support its credibility and makes itself trustworthy.

Throughout the advertisement, the colors of the video are fully bright, and that is because bright colors always attract the audience and encourage them to keep watching the material. In addition, the red color is used repeatedly in the video; for example, using it in clothing, furniture, bags, and more. Also, Coca-Cola has made its refreshing and cold products immediately recognizable to the viewers whether it’s the traditional bottle or the other kinds of Coke such as Coca-Cola Zero. By using Coca-Cola official colorconstantly, and showing its products, Coca-Cola is trying to enforce its brand as well as selling its products.

In terms of audios, the story is accompanied by a song called “Hey Brother” which increases the effectiveness of the ad, the song is a cover version of Avicii’s song performed by the Australian rising artist Conrad Sewell. And by using this famous song, Coca-Cola earnsgreat credibility because of its original artist Avicii, who’s considered an idol by millions, in addition to its lyrics that emphasize on the family values.As the name of the song suggests, the song repeatedly uses the word “brother” over and over, and the song is basically about a person being around his brother whenever he needs him. Additionally, the song is a very famous recent song with very meaningful lyrics, so that adds to Coca-Cola more trust and credibility. Moreover, the scenes and the song lyrics are synchronous with each other; for example, when the older brother showed up to rescue his younger brother from the bullies Sewell was singing, “if the sky comes falling down, for you, there’s nothing in this world I wouldn't do”(Sewell). Therefore, the perfect timing between the scenes and the song is a great element that will raise the emotions of the audience which will make the commercial more effective. In addition to the song, the video contains some diegetic sounds such as the rain sound, and although these diegetic sounds are barely noticeable, it could enhance the advertisement’s logicality.

In conclusion, using emotions and credibility, Coca-Cola’s commercial delivers to the audiencethat Coca-Cola is attached to these great morals that appeared in the video, and that’s is going to help Coca-Cola to achieve its goals. Finally, the advertisement raises an important question, how can we stop kids’ Harassment?

Works Cited:

“Brotherly Love.” YouTube, uploaded by Coca-Cola, 19January 2016, www.youtube.com/watch?v=0oYlOBun8UI.