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The text in this advert is about the dangers of taking excess calories. The Coca-Cola Company explains to the audience how excess calories can cause obesity. The argument is that one gets the energy to do extra work after taking extra calories. The narrator of the advert says that Coca-Cola offers drinks that have low calories. He argues that the drinks have 140 calories (Educate Inspire Change TV, online video clip).
A commercial is appropriate for this advert since it is likely to catch the attention of many viewers. The video gives more information about the advert. Other media that might work include neon lighting because such a media also uses images that could be combined with sound to deliver more information. Media that might not work are posters since they give limited information with no videos.
Reader or Audience
The target audiences are people who drink Coke. In most cases these are young people. The culture of the audience might influence the perception on this advert in that there are some cultures where taking more calories is approved. In terms of gender, men need more calories than their female counterparts because men use more calories due to the nature of work most of them do. As a result, a female viewer is likely to react to this advert differently from a male viewer.
Author
The author of this argument is the Coca-Cola Company. The experience that might have influenced the company to make this advert is loss of sales due to the criticism leveled against the drink on the basis of its high level of calories. There have been claims that the Coke drink is increasing the risk of obesity among consumers. The company, therefore, has reacted to this criticism by making drinks that have low calories.
The advert explains the risks of high calories and why people should take low calories (Huffington Post para 2). The motive behind this argument is to market the new low calorie drink. In addition, the company is also keen on practicing corporate social responsibility. The motive is to make more sales, create good customer relations and make more profits in return.
Constraints
Viewers’ reactions to this argument might be influenced by a number of constraints. For instance, the high calorie drinks have more sugars. Most young people like taking sweet things, thus they might ignore the argument and continue taking the high calorie drinks.
Other special constraints could be gender, culture and ethnicity. The author of the advert may also be influenced by a number of constraints. The target audience might not respond to the argument positively. The purpose of this argument may, therefore, not be accomplished, and this could influence the author negatively.
Exigence
The argument is a new commercial by the Coca-Cola Company. The advert was created to counter the increasing criticism about the high level of calories in the Coke drinks. The high calories increase the risk of causing obesity on consumers. The company started losing sales as a result of this criticism as people changed preference to low calorie drinks to avoid obesity.
In return, the company created this argument and started making low calorie drinks that it advertises in the argument. The issue of high calorie drinks in the advert is viewed as a problem due to its likelihood of increasing the risk of contracting obesity (Stewart para 3).
Works Cited
Educate Inspire Change TV. “The Honest Coca-Cola Obesity Commercial“. Online video clip. YouTube. YouTube, 25 Feb. 2013. Web.
Huffington Post. ‘Honest Coca-Cola Obesity Commercial‘ Depicts Depressing Version of Reality (VIDEO). 17 Jan. 2013. Web.
Stewart, Dodai. “‘Honest’ Version of Coca Cola’s Anti-Obesity Ad Is Actually a Scary Truth Bomb.” Jezebel, 17 Jan. 2013. Web.
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