Thinking about the Text (page 181)

1. Melissa Rubin offers insight concerning the Coca Cola ad, such that the ad is very well tuned to its intended audience. Some evidence she gives is the human types shown, primarily white men. The uniformed forces are well represented up front. I do believe that she has persuaded me to accept her conclusions, in part because she makes them in a manner in which I can reach the same conclusion simultaneously.
2. She incorporates historical context primarily by elaborating upon Coca Cola's association with World War II which shows us just how successful the soda company was and why it includes the uniformed men.
3. What particular audience in the culture the ad is aimed at. The purpose of the ad, is it to sell things or to raise awareness of something?
4. The closest I can come (not having much exposure to ads) is a Toyota ad in National Geographic that has people pulling stunts on motor bikes, a truck in the center and a helmeted guy lounging on a couch being pulled by a motorcycle. This projects the stunt ready fool hardy values of modern men/boys and the relaxed attitude. The Coca Cola ad is worker oriented while the Toyota ad appeals to the adrenaline addicts and wanna-be stunts. Both are bright and sunny.