Coca-Cola Advertisement: So you have reason to believe that the world will be better.

The first feeling of seeing this sentence is that I can't wait to see the next content and want to verify whether it is really what he said-"It is a fact-based investigation."

This sentence is very important, because once I recognize the facts listed in his advertisement, when he promotes the product, I will unconsciously equate the product with the content to be promoted, because that is a "fact". If there is no such sentence, then his next list of items may make me feel verbose, think it is pure fabrication, and then think that the final product placement is also fabricated out of thin air.

I think this sentence is the second place that this advertisement is worth learning-telling the audience the facts, so as to enhance the credibility of brand promotion value.

As the first picture of this commercial, it laid a rigorous tone for the following content, but the color matching weakened his sense of seriousness. After all, this is just an advertisement for a coke brand.

The background music is a children's chorus "Anyway", which is very nice and the melody is brainwashed.

BGM is a very important link in advertising films, which directly affects the atmosphere of advertising. Sometimes, a good concert saves a mediocre picture.

Children's chorus is also a consistent routine in advertising films, which can instantly eliminate the vigilance of most viewers and let them unconsciously approach the brand.

As the saying goes, there are three treasures in advertisements: old people, children and lovely pets.

Then, it began to show "facts" without much preparation.

This shows that the routine of this advertisement is already obvious.

Compare positive film with negative film. Tanks are destructive weapons, which means that you will be a tragedy. Toys are a paradise for children and a symbol of happiness and carefree. Using accurate figures to enhance persuasiveness, as mentioned at the beginning, is a survey based on facts.

This is its final destination. Coca-cola is a positive side, and it has the power to compete with weapons. Because the whole world is sharing it, the person who owns it is happy.

Why is it happy?

The way to show this is the common Coca-Cola display mode, which gathers young people from all over the world in the beautiful sunshine and holds Coca-Cola in their hands with a smile.

I have to say that the spirit of young people is very infectious.

"So you have reason to believe that the world will become better."

The highlights of this advertisement are:

1. Copywriting: They are afraid of war, bankruptcy, corruption and rejection ... but at the same time, they are eager for happiness, enthusiasm, contribution and love ... The contrast between good and bad always makes people see hope. It does not directly state fear, but lists the facts that cause panic, and still uses people's fears behind it. This reminds me of the classic "I'm afraid of reading" and makes use of people's fear. The difference is that this advertisement directly gives the hope and beauty after fear, while "I am afraid" gives the way to eliminate fear. When fear goes hand in hand with beauty, people will subconsciously choose beauty, so when they finally say "20,000 people are sharing Coca-Cola", they will not feel disgusted, because it is a happy way.

2. Atmosphere: sales are happy, not painful. Tragedy is only suitable for a person to lick silently in the corner. You exaggerate repeatedly, trying to arouse everyone who has experienced misfortune, but most people are unwilling to share their scars with others. Because there are many bad things in life, I am more eager to cure myself or paralyze myself with positive things.

3. Numbers: There are many numbers in the copy. People like to see concrete examples. It's like many tweets always have words like "a friend of mine" and "I know someone". Concrete is truth, and truth has its own power.

Copy full text:

Every time a tank is made, 13 1000 plush toys are delivered from the factory;

Whenever the stock market crashes, the song "Beautiful World" is sung ten times;

For every corrupt element, 8,000 volunteers are donating blood;

Every time you put up a fence in front of your house, there will be 200 thousand signs that say "welcome";

When scientists developed new weapons, 654.38 billion mothers were making cakes;

Monopoly games have much more money than real money;

Humorous videos are often more popular online, always more than news;

People look for love more;

When you say that the world is not good, 100 couples are waiting for the arrival of the newborn;

When a weapon is on sale, 20,000 people are sharing Coca-Cola.

So you have reason to believe that the world will be better.