Summary
In Melissa Rubin's analysis "Advertisements R US", Rubin's analyses a Coca-Cola ad to show how the company uses their ad to appeal to the current society and subliminally show their product as a universal symbol of relaxation and an object of refreshment, and using their product resulted in a life with these qualities. (176-181 Rubin)
Paraphrase
Melissa Rubin points out an aspect of the people in the ad, the race. Coke depicted every person on the ad as white or Caucasian to appeal to the main audience because of all the racial prejudice going on at that time. Only showing African-American people if they were famous, such as Louis Armstrong, Duke Ellington, and Graham Jackson. The company depicted white people as "regular" and "normal" while depicting African-American people as weird and different unless they amounted to some sort of fame (180 Rubin).
Quotation
". . . their enormous success eventually meant that Coke ads helped shape the American identity. In them, Americans always appear smiling, relaxed, carefree, united in their quest for well-deserved relaxation and refreshment . . . The message: theirs is a life to be envied and emulated, so drink Coca-Cola and live that life yourself" (180 Rubin).
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