Santa 13 - Sarah Neill

Here Santa is plump as many people depict him, he is also way too happy about drinking Coca-Cola.  It is especially strange that he is jolly before he even takes a sip of the Cola, the bottle is still full, just missing the cap. Santa is wearing the classic Coca-Cola red and white. In the ad, he does not have any toys or a satchel like people often show him with, he is just sitting around drinking soda. Santa looks quite old, yet there are also young children showing that all age groups love Coke. These kids are healthy looking, they aren’t too skinny, but aren’t overweight like Santa, almost as a way of showing “look Coca-Cola won’t make you super fat like Santa!” It also gives an illusion that Cola is not expensive, because they have more than one case. The fridge already has a bunch of soda in it, yet they just started adding this case. The kids are putting the soda on the top shelf, showing it is going to be the most important thing in your fridge. 

		Category	Description
Visual	Color	Hue	In this ad, there is red, gray, brown, tan, white. There are few blues and greens and colder colors, the ad is meant to look warm and inviting, as in “Come on in and have a Cola.” If the ad was colder viewers wouldn’t want to be involved. The ad also had a lot of red and white for brand recognition. It is the only soda with those signature colors. By making Santa wear red and white they are associating the happiness of Santa with their product.
		Saturation	The image has low saturation, all the colors are dull, and nothing particularly stands out. The image is meant to be very traditional. The idea is if it is all dull and not very new looking, people with adopt the idea that Coca-Cola on Christmas has always been a holiday tradition.
	Light	Low Contrast	The whole image is low contrast, it all sort of blends together, even though there are two different scenes. It makes it look more like giant creepy Santa has a fridge coming out of his stomach, which would explain why he is fat. The lack of contrast puts the children and Santa on the same plane. Which just makes Santa look like a giant pagan god even more.
	Perspective	Flat	There is no real depth in the picture. While the fridge door is the only place where there would be depth, from the lack of the side of the fridge behind the door shows the fridge is merely 2-dimentional. The fact that the fridge is literally in Santa’s stomach keeps the image flat.
	Diagonals	Oblique	This image is heavy on the right side, where all the faces and people are positioned. On the left side is where the main Coca-Cola bottle is, and the fridge, on the right there is the face of Santa, the girl, the boy leans to the right, and the six pack of Coca-Cola.
	Space	Closed	Even though the top of the image is open, the sides and bottom are closed. The giant Santa acts as a border to the image.
		Full	This image is full, the giant god like Santa fills the whole image. The bottom of the image is heavy with the fridge and the children. The bottom of the image fades into gray, making it seem heavy. Santa is big with a lot of little detail, filling the whole page with him. Even the fridge is full in this picture.

 

Category

Description

Visual

Color

Hue

In this ad, there is red, gray, brown, tan, white. There are few blues and greens and colder colors, the ad is meant to look warm and inviting, as in “Come on in and have a Cola.” If the ad was colder viewers wouldn’t want to be involved. The ad also had a lot of red and white for brand recognition. It is the only soda with those signature colors. By making Santa wear red and white they are associating the happiness of Santa with their product.

Saturation

The image has low saturation, all the colors are dull, and nothing particularly stands out. The image is meant to be very traditional. The idea is if it is all dull and not very new looking, people with adopt the idea that Coca-Cola on Christmas has always been a holiday tradition.

Light

Low Contrast

The whole image is low contrast, it all sort of blends together, even though there are two different scenes. It makes it look more like giant creepy Santa has a fridge coming out of his stomach, which would explain why he is fat. The lack of contrast puts the children and Santa on the same plane. Which just makes Santa look like a giant pagan god even more.

Perspective

Flat

There is no real depth in the picture. While the fridge door is the only place where there would be depth, from the lack of the side of the fridge behind the door shows the fridge is merely 2-dimentional. The fact that the fridge is literally in Santa’s stomach keeps the image flat.

Diagonals

Oblique

This image is heavy on the right side, where all the faces and people are positioned. On the left side is where the main Coca-Cola bottle is, and the fridge, on the right there is the face of Santa, the girl, the boy leans to the right, and the six pack of Coca-Cola.

Space

Closed

Even though the top of the image is open, the sides and bottom are closed. The giant Santa acts as a border to the image.

Full

This image is full, the giant god like Santa fills the whole image. The bottom of the image is heavy with the fridge and the children. The bottom of the image fades into gray, making it seem heavy. Santa is big with a lot of little detail, filling the whole page with him. Even the fridge is full in this picture.