Rhetoric Speech 1 Updated Outline

Coca-Cola “Taste the Feeling” Commercial 
Show of hands of who has ever drank a Coca-Cola in your lifetime? 
Okay, while drinking it, did you ever taste the feeling or feel a certain way? 
You probably did not think about it and just drank the Coca-Cola. This commercial shows individuals who feel a certain way when they drink a Coca-Cola.  
Although the “Taste the Feeling” commercial is successful in brand promotion throughout the commercial because of repeating, the actors, and music used; it is not successful in sales. 
How is Coca-Cola successful with their purpose, brand promotion? 
Purpose: Brand Promotion 
  • Anadiplosis: rhetorical device meaning reduplication; ending the sentence with a word and using that same word to start the next sentence 
  • Ex. The boy became a man, the man became a warrior, the warrior became king 
  • What does anadiplosis do? 
  • Heightens the sense of flow 
  • The momentum is building 
  • Logic (not any really logic) 
  • Coca-Cola with ice, ice with friends, friends with stories, stories with Coca-Cola 
  • Circle along with anadiplosis 
  • Ex. Coca-Cola back to Coca-Cola after a few frames 
  • Actors 
  • Diversity (for everyone) 
  • Emotions 
  • Different genders 
  • Teens and 20-30s 
  • Variety of clothing choices 
  • Slogan used on actress’s shirt 
  • Music 
  • Upbeat tempo that escalates as the commercial goes on 
  • Frames mirrored by the music (escalates) 
  • Intensity of craziness grows each frame 
  • 1: ice 
  • 3-4: snowball fight 
  • 7-9: running from the cops 
  • Relief: stores with Coca-Cola 
  • Commerical continues through this intensity craziness cycle 
  • “No one can stop me when I taste the feeling, nothing could ever bring me down” 
Effectiveness: 
  • Brand recognition: successful 
  • Logos and slogan were shown 
  • Glass bottles 
  • Shirts 
  • The activities of fun 
  • Love 
  • Happy 
  • Graph 
  • Sales 
  • Superbowl commercial 2016 
  • Show graph 
  • One ad research firm estimates that 80% of Super Bowl commercials do not boost sales or purchase intent. 
Conclusion: What this commercial does well is reaching out a variety of people to recognize their brand, but their sales have not shown improvement from these commercials. 
Do you want to go “Taste the feeling” with your next coke? 

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