Cristiano Vinattieri
“Many a small thing has been made large by the right kind of
advertising.”
(Mark Twain)
The purpose of advertisements is to make even the most little
thing appear desirable to the eyes of consumers. The Advertising
Association of the UK de#nes advertising as follow: “Advertising is a
means of communication with the users of a product or service.
Advertisements are messages paid for by those who send them and
are intended to inform or in&uence people who receive them”
(Association). It is up to the consumers to be able to critically analyze
the product that they are seeing and to decide whether or not it is as
good as it is advertised. Companies spend billions of dollars per year
trying to advertise their products and to make their brands globally
recognizable. There is a firm that could be certainly defined as the
most active in marketing and advertisement campaigning, this firm’s
name is the second-most understood term in the world, besides okay,
and its red and white logo is recognized by 94% of the world’s
population (Coca Cola). It is easy to guess what company I am referring
to, Coca-Cola. Its ads have signiticantly in&uence cultures throughout
the world. It is due to coca cola’s first Christmas advertisement that
Christmas colors are generally red and white, and also that Santa
Clause is depicted as an old man with a long, white beard in a red
costume because of Coca-Cola. Its ads are captivating; they become
popular and some of them even unforgettable.
There are two elements that separate ordinary ads from the
unforgettable ones, and this is the use of both subliminal and explicit
messages. The best way to understand the di3erence between the two
and the effect they have on the viewers, I would like to show you an ad
that has a good balance of both elements.
Today I would like to walk you through the two main elements
that make an advertisement unforgettable, and I would like to do this
by providing you with a real world ad from the most successful
