I have chosen to look at the classic Coca-cola christmas advert for this analysis. The text is in a sans serif font and is used as a signifier '... and now for the gift of thirst' the ellipses are as if he has given other gifts and this is his final and best gift, he is giving them cola-cola as an advertisement of the product.
Santa himself has a lot of connotations, in this advert he is almost portrayed as God, as the children are looking up to him and he is placed above. Everyone has the connotation that santa is a happy, jolly guy that comes once a year baring gifts and making dreams come true, these connotations have been built up by the mass media. Santa's clothing and the way that he looks is a denotive feature, he wears the typical 'santa' costume being the plump man with the white beard, red coat with a brown belt and boots, we attach this outfit to 'santa'.
This advert has a very broad target audience I think it targets children mainly but also appeals to adults. They have put coca-colas logo in with 'drink', I don't necessarily think this logo is needed as it already speaks coca-cola. I have also noticed that 'gift' is in italics making coca cola seem like a luxury and treat at christmas time and not something you can buy all year round.
Santa himself has been developed from the idea of St. Nicholas however with the help of the media Coca-cola has changed him. In 1931 Coca-cola began placing adds in popular magazines, the Coca-cola campaign wanted to show santa as a wholesome man who is both symbolic and realistic. Many people say that coca-cola is the reason that santa wears a red coat but in-fact santa appeared in a red coat before.
Cola has evoked the idea of happiness and the fact that that is what santa needs when he comes visits children's houses, the idea that if it makes the jolly, happy santa and that it will also make you happy if you drink it. Cola has a good link with the colour red and works well and is good branding.
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