Visual Rhetoric

Visual Rhetoric

            Many corporates and organizations have often used images and other forms visual media to reach out to clients and the general public over a particular product or pass across given information to them. Visual rhetoric, therefore, involves the use of what people see to strategically persuade them to believe or act in a certain way It incorporates the use of pathos which is the appeal to one’s emotion, ethos; appeal to one’s ethics and the use of logos which involves the use of rational thinking. The aim of this paper is to analyze this image by Coca-Cola beverages interpret the information and the message it is intended to pass and the steps taken so as to ensure it meets its intended objective of increasing sales.

The subject of this advertisement is two people out in a place being served glasses of coca cola. The positive faces of the people in the picture portray feelings of happiness. This conjures feelings of love, excitement, and friendship.It shows that an ordinary person can achieve the goal of happiness by simply drinking a Coca-Cola. The picture shows the two people smiling, visibly portraying their joy, because of being served the beverage. This gives the audience a feeling of warmth judging by the joy on the faces of the people in the advert. This advertisement caters to a younger audience, especially youths and teenagers. It aims at influencing youths to purchase the beverage whenever they are out on a date or out having fun. The voice behind the advertisement is joyful from the smiles seen on the people’s faces. The statement, “Have a Coke” is used to emphasize the information displayed in the image.

The use of text is also important in this advertisement. The bigger the font, the easier it is to read and it also has the effect of making things demanding as though someone is shouting at you. The texts in this advertisement catch the viewer’s eyes and don’t let them get distracted by any other smaller texts that could take their mind away from what the image is trying to communicate. The font used is very recognizable. The name of the product also captures the reader’s attention because of its unique curly nature which is easily recognizable. On close inspection of the advert, it is evident that the style of dressing from an older American generation seen from the sweaters worn by the people in the advert. It brings a feeling of nostalgia especially to people who grew up in America around the era .this is an identifiable metaphor and essentially acts as a metaphor for the American lifestyle. The society tends to idealize images reminiscent of a classic America, youth, beauty, relaxation, fun, social connection, excitement, and fashion. This brings about a mass appeal and continues to reinforce the brand image. This may be a reminder of the youth full days of some of the elderly people, a reminder of a date or a social event they may have attended in the past. Its intended effect is to get older people to reminisce on past memories that make them think of something happy. Therefore both young and old people are more likely to buy it. This advert is effective since it is able to meet its intended objective which is to increase sales.

Coca-Cola uses the pathos technique in that it appeals to people emotion of love and family.The smiles on the faces act as a visual decision to lead the viewer’s eyes towards the words “Have a Coke” written in yellow in a red background. It also portrays that Coca-Cola can be taken in various situations and events such as relationship dates and social gatherings. It also presents a style of serving the beverage.it is evident that it can be served chilled by using ice cubes. This shows that the advertisement is educative since the audience learns of a technique of serving the drink. Color is an important tool used in visual rhetoric as it helps change people’s mood and attitude towards the product. The advert keeps the red color code which brands Coca-Cola. The text, “Have a Coke“ is written in yellow. Yellow has always been perceived to be a color of joy which is also portrayed in the people’s faces.  This makes people believe that they can get happy by having a Coca-Cola drink. The texts are written on a red background, which apart from being brand color is associated with different aspects such as life, boldness, and love. The choice of red also, makes the audience feel drinking Coca-Cola will brighten their lives. The green color has also been used which always symbolizes life and good health. This sends a message that drinking Coca-Cola is healthy and has no effect on their health.

In conclusion, Coca-Cola advertising is encouraging the audience to buy their product through pathos and encapsulates a form of happiness and persuades the consumer to continue buying their product. This gives a good example of the use of visual rhetoric in influencing audiences’ decision to purchase a particular product.