During the 1970’s there was a lot going on in the world. The Cold War was still going on, and the Vietnam War was beginning to come to a close. In addition, the feminist and Civil Rights movements were taking place in America. This crucial time period played a role in the way the people at Coca-Cola chose to approach their advertisements. Here are a few of the advertisements from this time period:
This advertisement is Bill Backer’s famous “I’d Like to Buy the World a Coke” commercial, showing people of all races on a hilltop singing together. It aims to demonstrate themes of love, peace, and equality for the world. These themes were very common during this time period. It is important that it showed all different races singing in harmony as a symbol that there can and should be peace in the world. In this commercial, all the different kinds of people seem to be having no problems with each other. They are all smiling and singing together, as a demonstration of their unity. Coke is trying to send a message to their consumers that they are proponents of equality and peace.
The message that this advertisement, which aired in the Philippines, tries to send to the public is that Coke can bring people together. This commercial plays along with the positive brand image we associate with Coca-Cola. Everyone seems to be loving life and having fun together.
In this Coke commercial, everyone is really upbeat and happy. It also shows people of different races, which is important since the Civil Rights movement was going on at this time. The fact that Coke featured different races, and females for that matter, in their advertisements shows that they do not discriminate. Also, the upbeat tone of the commercial emphasizes that the people seen in the advertisement are happy to be together. Again, continuing the positive association that the public had with the brand.
It seems as though during the 1970’s Coca-Cola’s goal was to show that they supported unity of all nations and races during this time period. Their advertisements showed people of all different demographics laughing, singing, and having a great time together. I think the brand was trying to demonstrate that they supported world peace and equality for everyone. Coca-Cola has always had a positive brand image associated with their products, and they continued this idea through their advertisements in the 1970’s.