Links to rhetorical tools:

Here are links to the rhetorical tools used in this class:

Schemes & Tropes -- Perelman & Olbrechts-Tyteca -- Fallacies -- Burke -- Rhetorical Toolbox -- Conspiracy Rhetorics

Tuesday, January 27, 2015

Priscilla Torres - Coca-Cola Santa



This is your "classic" Santa Coca Cola has practically created. They use Santa as an icon, everyone know's and loves. Sweet cheerful Santa, is completing his "Good" list which if you notice, there is no naught list, to associate the theme of "good" with the tagline below. All colors are in a soft vintage film in which the logo is not. It's bright red and perfectly placed on top of the world. Maybe to represent that coke is global. 



Alliteration
-Assonance
Talk about being good
-Repetition with vowels
-Wording is very smooth…like the drink?
Omission
-Ellipses
…talk about being good
-The implied context is not Santa making the nice list, it’s automatically assumed that Coke is the object in reference to GOOD.
Emphatics
-Epizeuxis
Somewhat of a repetition of “Good”

Arrangement
-Climas
From top of the ad to the bottom
-Good boys, Good girls, drink Coke, talk about being good!
-arrangement of words in increasing importance as you move down the ad.
Visual
-Color/Hue
Reds, greens, browns all layerd with a vintage film
Drink Coke logo is bright red with no vintage film applied makes image stand out
Value
Santas Lamp
The use of light to highlight the “Good” list. Also use of the lamp helps to bring out Santa’s red suit.
Saturation
Depth of color
Heavy saturation in Santa’s suit, beard, lips, and red cheeks. Using the red to tie into Coke logo
Light
-High Conrast
Bright lights and dark shadows
-Lamp and illusion of obvious light
-The visual of shadows deepen as objects are further away from the lamp
Perspective
Illusion of depth and space is geometric

Diagonals
Balanced
Image is symmetrical and stable
Space
Full- The frame is dense with figures and shadows

Focus
-Grounding
Foreground, Middleground and background/ Slightly compressed

Angle
Even
The picture is even and eye level for intention of seeing details such as font of book and other props that create this setting of Santa’s office
Long Shot
Full portrait view, can see all of Santa’s body imply this photo is a long shot

Representationally
Items that are vivid
Santa, coke bottle, lamp, book, pen, globe, coke logo, mini book (what is that?), desk, belt.
Icons
Santa
The classic Santa compiling his list of good kids. Coke is using a character that everyone knows and loves to promote product.
Type
-Stroke height
-Stroke weight


Style
TM is bold, Good (lower) is italicized, and all fonts seems narrow. Fonts are balanced. Narrow due to portrait positioning.

Emphasis
The color in the Coke logo and tagline

Novelty
Santa’s book.
It’s created specifically for effect to represent his list. Intentionally read Good boys and girls not the traditional “Naught or Nice” .

3 comments:

  1. You are off to a good start! I enjoyed the dichotomy of the naughty and nice list throughout your tables and elaborations. Thesis wise, using the lack of a naughty list as a means to capture the audience's attention might be a good place to start.

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  2. I commend you for elaborating so much on an add with so little text. The first thing I like is how much you go into the importance of color in the ad. Most people don't put much thought into that. I also like how you analyses the relationship between being "good" and the drink itself.

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  3. Your current analysis is pretty good, but you need to focus more on one specific aspect to build a better argument. The positive association Coca-Cola makes with Santa and the "good" lists might be used to explain some of the values of the time. You could also look at the idea of traditions that is present, with the feather pen, and connect it to making Coca-Cola a holiday tradition.

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