THE ANALYSIS OF ADVERTISEMENT FOR COCA-COLA

Abstract

This article presents an eco-linguistic framework for advertising analysis and applies it to a variety of Coca-Cola television commercials. This particular product was selected due to widespread criticism regarding its impact on health and the environment. The framework classifies ads into one of five types: classic, identity, narrative, cause, and access, with many ads being a combination of several types.

 The analysis uses multimodal discourse analysis to reveal the underlying messages behind the ads and evaluate them according to an ecosystem based on the World Health Organization's One Health concept. The goal of the analysis is to reveal the linguistic and multimodal features used to persuade people to buy products that are potentially harmful to both consumers and the environment. The results can be practically applied in critical language awareness materials that can promote healthier and more environmentally beneficial purchasing.