IndexExternal CommunicationWebsiteCorporate Office Hurricane Harvey AddressCommercialConclusionIn this report, I have collected four different external communication elements produced by the Coca-Cola Corporation. These pieces were collected to carry out a semi-comprehensive rhetorical analysis and audit of the company's strategies regarding the advertising of its company and its 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, inspire moments of optimism and happiness through our brands and actions, 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 the enormous power to actually effect change, are not overlooked, and so I decided to explore whether their rhetoric truly reflected these mission statements. Say no to plagiarism. Get a tailor-made essay on "Why Violent Video Games Shouldn't Be Banned"? Get an Original EssayExternal CommunicationWebsiteWhen you first click on the number one result after Googling "Coca Cola", a website with clean lines opens up encouraged by red trim along with the photo above you see a beautiful young woman he sips a coke with his eyes closed towards his surroundings. Visually, Coca Cola is pushing the idea that despite its beautiful surroundings with red confetti falling like snow, the real wonder of its experience is the taste in the glass bottle it's clutching. It has a dramatic effect on the website and the viewer. The photo is captioned with the phrase "Open the refreshment" and arouses in the viewer a feeling of adventure and happiness, something that the woman in the photo clearly conveys. Having a beautiful young woman lose herself in the action of drinking Coca-Cola associates it with youth, romance, and possibility. Coca Cola appeals to viewers' sense of pathos in the way the photo almost overtly says that drinking a Coke is comparable to and even better than life experiences. Throughout the website, Coca Cola relies heavily on visual aids to market their product. The majority of their homepage consists of images and short videos that somehow show a person happily enjoying their bottle of coke. There are many different breeds shown on the page, but there isn't a wide range of different ages. It seems that Coca-Cola is gearing its marketing towards the young and new age consumer. This is also suggested by their association of Coca Cola with freedom. They use phrases like “possibility in every sip,” “taste a game-changer,” and, most obviously, “the refreshing taste of Coca-Cola beverages [is] paired with new and rewarding experiences.” For the young consumer, Coca Cola is employing the use of pathos, and probably logos, promoting the idea that Coca Cola equates to freedom and opportunity. One final point to make about the website is that it seems like a sense of family and community is important to Coca-Cola. Refer to Figure 2* below to view a photo on Coca-Cola's main page symbolizing many people coming together with the help of one Coca-Cola. It's a timeless work about toasting friends during good times. Photography represents friendship and happiness, which are central elements of the entire website. Coca-Cola remains loyalto their mission statement in my analysis of their home page. Themes of refreshment, happiness and optimism persist throughout. A wonderful campaign full of color and positivity is evident throughout every part of the website. It is finished to perfection, indicating that the company has taken great care in creating its image. Corporate Office Hurricane Harvey Address Coca Cola's corporate office website has a more sophisticated setup and is obviously intended for a more mature audience. The article I selected is the most recent and addresses the company's efforts to contribute to Hurricane Harvey relief efforts. Highlighted in Coca-Cola red, the page's header reads: "The Coca-Cola Foundation Pledges to Donate $1 Million to Disaster Relief Efforts in Southeast Texas and Louisiana." This shows that the company believes it is important for its consumers to know that they care about the people of the United States and are willing to share their wealth with those in need. They want consumers to know that the company gives back and is compassionate towards people affected by horrible natural disasters. Ethos is definitely being used here, as they state that it is ethical to help those in need. The choice of word in their statement proves this. Just one example includes part of the Coca-Cola Vice President's statement that reads, again in red, “Coca-Cola is always ready to help when people are in need. As the heartbreaking situation continues to unfold along the Gulf Coast, we are reminded of the importance of uniting and supporting each other.” This piece of communication also relies heavily on images, as on the main web page. Below, in Figure 3*, you can see a man in a Red Cross uniform, Coca Cola's partner in the rescue operations, stoically working to help the victims. It's a moving image that evokes not just ethos, but pathos and tugs at the heartstrings of the consumer. In essence, supporting Coca Cola 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 element of external communication that I would like to analyze is an advertising spot published by Coca-Cola 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 haunting music and people crying or upset over the messages. It then cuts to a worker in an Internet server room drinking a Coke. He accidentally spills coke on vending machines and suddenly, with the major chords of a new song, the coke's energy travels across the Internet and turns hateful messages into positive ones. For example, changing "no one likes you" to "there is no one like you". The facial expressions of the shocked people immediately change and by the end of the video there are no more hate messages. It was quite a creative and positive commercial. The advert uses pathos first and foremost to attract the viewer. Watching online messages go from hateful to happy with the help of a Coke brings about a sense of satisfaction from the viewer. The public witnesses the message that Coca Cola changes things for the better. Also use ethics. Coca changes mean and cruel messages into more uplifting and happy messages. It is ethical to be good and dignified to one another. You could also argue that Coca Cola also uses Logos. Seeing the happiness on the faces of people whose messages have been edited can inspire audiences to think that it makes sense to be kind to each other in the first place. This commercial clearly embodies them all.