Every year the Super Bowl provides the perfect opportunity for companies to advertise their products. People will be watching and now look forward to the commercials each year. Culture and media are crucial in many of these ads, especially today when culture is extremely important and a well talked about topic. One of the ads that stood out to me was the Coca-Cola ad ‘The Wonder of Us’. This ad centered around cultural values of equality, acceptance, and diversity by showing people from many different cultures and backgrounds. The commercial shows and talks about how each person has their own background and story, but one thing we have in common is Coca-Cola.
I believe that the intended audience was for young people mainly because they are typically more open and responsive to topics involving diversity and equality. Coca-Cola uses young people as their actors to draw out the young adult audience. The message that the advertisers are trying to send is to be open and accepting of every single person no matter where they come from because we all have our own personal stories to tell. I believe that the short term intended effect was for people to go out and buy Coca-Cola products because they are a company who is centered around inclusion and acceptance. I also think that the long term intended effect was for people to become more open-minded of people who may be different from us.
A second ad that I had particularly noticed was the Stella Artois ‘Taps’. This commercial focused on cultural values of being charitable or even simply being compassionate. This ad, in partnership with the beer company ‘Stella Artois’, was promoting buying a glass that would provide people in developing countries clean water. I believe that the intended audience for this ad was people over the age of 21 who is able to associate this beer company to the purpose of the ad. People over the age of 21 are likely to have at least heard of this company. I think that the messages that the advertisers are trying to send are that doing something to benefit others does not have to be complicated and every little bit of generosity counts. The long term intended effect of this ad is to make clean water accessible to those in other countries that have to work for it.
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The final ad that stood out to me was the PETA ‘Redemption’ commercial. I think that this advertisement was very bold. They were portraying the cultural values of animal rights and veganism. This ad showed a meat marketer try to gain forgiveness for lying to consumers about cruelty-free food products. It seems as though the intended is younger meat-eating adults. I think that the advertisers are attempting to target younger adults because they are more likely willing to change their dietary habits. I believe that the long term intended effect of this ad is to have people attempt to ‘redeem’ themselves and try to eat a more humane diet. Long term intended effects are more likely to be used by non-profits, such as PETA, in order to educate a public audience, just as they are trying to do with this advertisement.
