Tuesday, October 13, 2015

Coke and America



During the 2014 Super Bowl, Coca-Cola released an ad were America the Beautiful is sung in multiple languages. Generally, the ad over simplifies the current situation of race in America.

At the beginning of the ad images of open waters and a forest are shown. The entire ad has clear vocals over it. At 0:07 two children, most likely of Latin American descent, are sitting in a movie theater eating popcorn. Clips of these type of things are shown throughout the ad, African American children dancing in the streets, an American Indian looking out the window, etc.

While this ad isn't particularly perpetuating any stereotypes, it does separate each racial group. No one group was ever shown with another. This furthers the ideology that people are separated by skin color. On the other hand, this ad shows the value of Americans being able to hold onto their cultural heritage.

Another good thing this advertisement promoted is that Muslims can be and are Americans too. Since 9/11, many Americans see museums as terrorists, but Coca-Cola rejected this idea and presented all Americans as American.

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