Fioravanti or Coke?
We live in a world of advertisements. Magazines, newspapers, TV comerciales are full of messages to convince us that one idea or product is the best, so they can be sold. In the attempt to persuade us, some propaganda techniques are used. The fioravanti and coca cola comercials are examples of two differents brands of soda sold in Ecuador, using similar propagandas techniques such us : : testimonial, transfer, general glittering generalities
The comercials of these two products use testimonial technique, in which the fame of celebrities are used to make a product more atractive ( McClintock
N, 665).
One one hand, Fioravanti, the national soda, uses Juan Fernando Velasco, because he is one of the most famous singers in our country and recently his new album “a contratiempo” has became very popular in southamerica. So, people could associate success to Fioravanty and probably drink it. On the other hand, Coke uses artist as Taylor Swift and Miley Cyrus, because they are famous american young singers ademired all over the world for many teeneagers, who do whatever to be like them. Due to the popularity of the celebritie makes the product atractive, this technique is very used.
The second thecnique used by these products in their comercials is glitering generalities, in which “advertisers surround their product with attractive and slyppery words and phrases” ( McClintock , 664).
Sentence Level Semantic Classification Of Online Product Reviews
Abstract— Recent years have marked the beginning and rapid expansion of the social web, where people can freely express their opinion on different objects such as products, persons, topics etc on blogs, forums or e-commerce sites and opinion analysis is one emerging research field. As e-commerce is fast growing, product reviews on the Web have become an important information source for customers’ ...
For example, the phrase most used by Fioravanti in its ads is: ” Fioravanti, ecuadorian pride since 1978″ . Altought “pride” is a word hard to define, it could be asociated with the fact that Fioravanti was one of the first sodas in America. So “ecuadorian pride” as a expression of nacionalism could be an important point when you decide what to drink. In turn, Coke has been always known for the phrases it uses to catch people atenttion. The most recent one used since 2009 until today is: “Coke open happiness”. Even tought happiness has many different meanings for every person, everybody wants to be happy in their own. So why no drink something that can contribue to reach yours?
Finally, Fioravanti and Coke turn to plain folk, explaned by Ana McClintock as a technique in which the idea or product shows that is just like the costumers (266).
First, in its propagandas Fioravanti Frecuently shows ecuadorian people enjoying of typical ecuadorian food, of football or a typical day in family. So , people get identified with these actions and could associate similarities to Fioravanti. On the Other hand, Coke uses a variety of people in advertistementes: kids, teeneagers, students, executivies, mothers, grandparents, etc. So they can reach all the costumers with the messages Coke is just like you.
Nowadays, advertisements are more than simple messages to sell a product. They use different techniques to get to the costumers and convincente that the product they offer is the best option. Fioravanti and Coke comercials are example of the use of some of these techniques such as: testimonial, transfer, and glittering generalities. Altought, the difference between Fioravanti and Coke go farther than their comercials, it all count at the time of choosing one. Once you are contious about it, which option goes with you?
