Coca-Cola Short Film Advertisements Featuring Pop Culture and Art Pieces to Influence Targeted Audience: A Qualitative Content Analysis
NEDYALKO PANAYOTOV
STUDENT NUMBER: 4719190
COACH: KONSTANTIN BREHM
DATE: 22.05.2024 | WORD COUNT: 3639
Introduction
In the realm of advertising, crafting a compelling narrative is essential for capturing audience attention and conveying a brand’s message effectively. A narrative in advertisements not only engages viewers but also creates memorable experiences that can influence consumer behavior and brand perception. Narratives are traditionally defined as an account of an event or a sequence of events leading to a transition from an initial state to a later or end state, which a storyteller conveys to a story-receiver (Bennett and Royle 2004, as cited by Van Laer et al., 2016).
This qualitative content analysis (referred to as QCA) aims to analyze the narrative structures of two prominent advertisements issued by The Coca-Cola Company in 2023, and 2024, using two different theoretical frameworks: Tzvetan Todorov’s Narrative Theory and Robert McKee’s Principles Of Story Structure. By applying these theories, we will gain a comprehensive understanding of the mechanics behind successful storytelling in advertising.
Tzvetan Todorov’s narrative theory provides a structuralist approach to understanding narratives. Todorov identifies a universal pattern in storytelling, consisting of five key stages: equilibrium, disruption, recognition, attempt to repair, and new equilibrium (Todorov, 1971; Todorov and Weinstein, 1969). This cyclical model emphasizes the transition from a state of normalcy to disruption and back to a new state of balance, highlighting the transformative journey inherent in a narrative. Therefore, Todorov’s theory is particularly useful for analyzing the overarching structure of a narrative and understanding how stories evolve through different stages to create meaning and resolution and because the “Masterpiece” short film ad features a self-sufficient narrative story, there is a merit to review and disect it using this theory.
On the other hand, Robert McKee’s principles of story structure offer a more detailed and practical framework for constructing narratives. McKee’s approach delves into the complexities of story design, focusing on elements such as the inciting incident, act structure, plot points, character arcs, conflict, climax, and resolution. For the purpose of this paper, these elements will be featured in their own chapters, painting a full picture of the construction of the narrative within “The Heroes” short film ad. McKee’s principles are aimed at creating emotionally engaging and dramatically compelling stories powerfully charged with meaning (1997) that resonate with audiences on a deeper level. McKee’s detailed guidance provides storytellers with the tools to craft nuanced and effective narratives that maintain viewer interest and build emotional investment
By applying these two distinct theoretical frameworks, this QCA seeks to provide a dual perspective on the narrative strategies used in advertising. The comparative analysis will not only illustrate the effectiveness of each theory in dissecting narrative structures but also demonstrate how different approaches to storytelling can be employed to achieve compelling advertising. Ultimately, this exploration will underscore the importance of narrative theory in understanding and enhancing the impact of advertisements in contemporary media.
Theoretical Framework
Understanding the narrative structure of advertisements requires a theoretical framework that can dissect and illuminate the storytelling techniques used. This chapter outlines the theoretical foundations of Tzvetan Todorov’s Narrative Theory and Robert Mckee’s Principles Of Story Structure, which will be used to analyze the selected advertisements in this QCA.
Tzvetan Todorov’s Narrative Theory
Tzvetan Todorov’s Narrative Theory, rooted in structuralism, argues that all stories begin with an ‘equilibrium’; this is disrupted by some event, setting in train a series of other events, to close with a second, but different ‘equilibrium’ or status quo (Branston & Stafford, 2010) The theory provides a systematic approach to understanding the construction of narratives. Todorov’s theory is centered around the idea that narratives follow a cyclical pattern consisting of five stages: equilibrium, disruption, recognition, attempt to repair, and new equilibrium (Todorov, 1971). This framework allows for a structured analysis of how stories develop and resolve over time.
Figure 1: Todorov’s Narrative Theory Framework, own illustration based on Todorov (1971)
1. Equilibrium: This initial stage represents a state of normalcy and balance in the narrative world. It sets the scene and introduces the characters in their ordinary lives, providing a baseline from which the story can progress.
2. Disruption: The equilibrium is disturbed by an event that introduces conflict or a challenge, propelling the narrative into motion. This disruption creates tension and sets up the central problem that needs to be addressed.
3. Recognition: Following the disruption, characters recognize the disturbance and its implications. This stage is crucial as it shifts the narrative focus towards resolving the conflict introduced by the disruption.
4. Attempt to Repair: The characters take action to address the disruption and restore balance. This stage involves efforts to overcome obstacles and resolve the conflict, driving the narrative towards its climax.
5. (New) Equilibrium: The narrative concludes with the establishment of a new equilibrium, where the conflict has been resolved, and a new state of normalcy is achieved. This final stage reflects the changes that have occurred as a result of the narrative journey.
Todorov’s theory is particularly useful for analyzing the structural elements of a narrative, allowing for an understanding of how stories progress from stability to instability and back to stability. By applying this framework to advertisements, we can examine how they create engaging and cohesive narratives that capture and retain the audience’s attention.
Robert McKee’s Principles of Story Structure
Robert McKee’s principles of story structure offer a more detailed and practical approach to narrative construction, particularly in the context of screenwriting and visual storytelling. McKee emphasizes the importance of several key elements that contribute to a compelling and engaging narrative:
1. Inciting Incident: The inciting incident is the event that sets the story in motion, introducing the central conflict or challenge that the protagonist must face. This moment is crucial as it hooks the audience and propels the narrative forward.
2. Act Structure: McKee typically advocates for a three-act structure—setup, confrontation, and resolution (McKee, 1997). The setup introduces the characters and the world, the confrontation develops the central conflict and builds tension, and the resolution brings the story to a satisfying conclusion.
3. Plot Points: Critical moments in the story that change the direction of the narrative, often leading to new developments and escalating the stakes. These plot points are essential for maintaining narrative momentum and keeping the audience engaged.
4. Character Arc: McKee emphasizes the importance of character development and transformation. A compelling story often involves characters undergoing significant changes, learning, and growing as they navigate the narrative’s challenges (1997).
5. Conflict: Conflict is the driving force of any narrative. McKee (1997) identifies various levels of conflict—internal, personal, and extra-personal—that characters must navigate. Effective conflict creates tension and drives the narrative towards its climax.
6. Climax and Resolution: The climax is the peak of the story’s tension, where the central conflict reaches its most intense point. The resolution follows, tying up loose ends and providing a satisfying conclusion to the narrative (McKee, 1997).
McKee’s principles provide a comprehensive toolkit for crafting stories that are not only structurally sound but also emotionally engaging and dramatically compelling. By analyzing advertisements through McKee’s framework, we can gain insights into how they construct their narratives, develop their characters, and maintain audience engagement through strategic use of plot points and conflict.
This paper will apply Todorov’s and McKee’s theories to analyze two advertisements. Todorov’s theory will be used to examine the structural progression of the “Masterpiece” short film ad, highlighting how it navigates through equilibrium, disruption, and resolution. McKee’s principles will be applied to the “The Heroes” short film ad to explore the detailed narrative elements such as the inciting incident, character arcs, and conflict dynamics.
By employing these two theoretical frameworks, the analysis will provide a clear understanding of the narrative strategies used in advertising. This dual approach will illustrate how different narrative theories can be applied to dissect and enhance the storytelling techniques in contemporary media, thus demonstrating the importance of narrative structure in creating effective advertisements.
Figure 2: Act Structure, Robert McKee, own illustration based on McKee’s theory (1997)
Analysis
According to Newman, a textual analysis contains at least four segments that can intertwine: description, analysis, interpretation and evaluation (2022). In the following chapter of this QCA, a complete dissection of the two media content pieces will be performed. The content within these ads will be broken down to the respective components according to the relevant theory used to analyse each. As follows: The Heroes – McKee; Masterpiece – Todorov.
“The Heroes”
This subchapter critically analyzes “The Heroes” Coca-Cola advertisement using Robert McKee’s principles of story structure as outlined in his seminal work, ‘Story: Substance, Structure, Style, and the Principles of Screenwriting’ (1997). The analysis aims to dissect the narrative elements and structure of the advertisement, assessing its effectiveness in delivering its message and creating meaningful engagement with its audience. This analysis will apply McKee’s concepts of introduction, inciting incident, act design, scene design, and resolution to evaluate the storytelling techniques used in the advertisement.
Introduction
The advertisement opens with a detailed depiction of a retro-style comic book store, establishing the setting and introducing the main characters. The store employee, a young woman, is shown engaged in her work, providing a relatable anchor for the audience. This setting not only appeals to comic book enthusiasts but also establishes a nostalgic and immersive environment. The use of Coca-Cola signage within the store subtly integrates the brand into the narrative, setting the stage for the unfolding story.
Inciting Incident
The inciting incident occurs when Marvel comic-book vilainous character Juggernaut magically transfers from the print of the book store employee, to the world within the pages of a Marvel comic book that she leans on. The Juggernaut, rampaging through a city with his massive form towering over the buildings, his fists clenched in a menacing stance.
A hero – Daredevil – emerges from a comic book cover and moves to our world, into the comic book store, initiating the central action of the advertisement. This moment disrupts the mundane reality of the comic book store, signaling the beginning of a fantastical adventure. Daredevil’s emergence serves as a catalyst, propelling the story forward and introducing the primary conflict: the mission to deliver a Coca-Cola bottle to the store employee.
Act Design
The advertisement follows a three-act structure:
Act 1: Setup
– Introduction of the comic book store and the main characters, including the store employee and Daredevil.
– The inciting incident of Daredevil emerging from the comic book.
Act 2: Confrontation:
– The introduction of additional heroes such as Colossus, Black Widow, Wolverine, and Deadpool, each contributing to the mission.
– The heroes face various obstacles, including the supervillain Juggernaut who uses supernatural powers to impede their progress.
– The rising action is characterized by dynamic and visually engaging scenes, showcasing the heroes’ teamwork and resilience.
Act 3: Resolution:
– The climax occurs when the heroes successfully place the Coca-Cola bottle on the counter in front of the store employee.
– The falling action shows the employee noticing the bottle, breaking away from her comic book, and taking a refreshing drink.
– The resolution concludes with the heroes celebrating their success, and the supervillain retreating back into the comic book world.
Scene Design
Each scene within the advertisement is meticulously designed to contribute to the overall narrative. The use of visually engaging and dynamic sequences ensures that the audience remains captivated. Scenes such as Daredevil navigating the store, Colossus lifting the Coca-Cola bottle, and the supervillain’s interference are crafted to build tension and highlight the collaborative efforts of the heroes. The careful placement of Coca-Cola products throughout the scenes maintains brand visibility without detracting from the story.
Crisis, Climax, and Resolution
The crisis peaks when the supervillain forcefully pushes the Coca-Cola bottle away, creating a significant challenge for the heroes. The climax is reached as the heroes manage to place the bottle on the counter despite the interference. The resolution, showing the employee enjoying the Coca-Cola and the heroes celebrating, provides a satisfying conclusion to the narrative, reinforcing the themes of teamwork and perseverance.
“The Heroes” Coca-Cola advertisement effectively employs McKee’s principles of story structure to create a compelling and engaging narrative. The advertisement’s structured approach—from introduction and inciting incident through to resolution—ensures that the story resonates with the audience, effectively integrating the Coca-Cola brand into the narrative. By analyzing the advertisement through McKee’s framework, it is evident that the strategic sequence of events and the careful design of each scene contribute to its overall effectiveness, making it a successful piece of branded content.
Evaluation
As Marvel remains one of the world’s most prominent character-based entertainment companies (Walt Disney Company, 2024), this new Coca-Cola and Marvel “The Heroes” campaign offers a brand-new way for Marvel fans to experience the extraordinary world of their comic book heroes. Additionally, to this outstanding short film, Coca-Cola has also revealed special Coke cans featuring 38 characters (Walt Disney Company, 2024).
The story within the short film offers an exciting adventure with some of the hidden gems of the breath-taking library of more than 8 thousand characters, shifting away from the classical heroes, such as Spider-Man, The Hulk, Iron-Man, etc. Instead, to level things, the ad features some of the more grounded heroes that have unique and beloved characters. Additionally, a small act of kindness (bringing the coca cola bottle to the comic book employee) results in a world-changing event (the fictional world within a comic book is saved). This creates a positive feeling in the mind of the viewer. The striking visuals add to the production value and the lack of dialogue helps us focus on the visual story which blends reality with comic-book-style artistes, paying homage to great artists, such as Jack Kirby, Frank Miller, and others. The attention to detail makes this not just another advertisement of a product, but a beloved element of a larger content-universe (Marvel characters and stories are featured in a multitude of mediums across the decades).
“Masterpiece”
The “Masterpiece” advertisement by Coca-Cola is a vivid and imaginative narrative that artfully blends classic artworks with modern elements. By analysing this advertisement through the lens of Tzvetan Todorov’s narrative theory, we can explore the underlying structure and stages that make this advertisement a compelling story. Todorov’s theory, with its focus on equilibrium, disruption, recognition, attempt to repair, and new equilibrium, provides a strong framework for dissecting the ad’s narrative flow and understanding how it engages its audience.
Equilibrium
The advertisement begins with a sense of normalcy and balance, which Todorov describes as the equilibrium. In the “Masterpiece” ad, this initial equilibrium is established through the setting of a traditional museum where an art teacher supervises her students as they sketch famous paintings. The serene and orderly environment of the museum, illuminated by natural light and filled with classic artworks, creates a calm and balanced scene. The students, albeit some looking tired, are engaged in their artistic tasks, and the atmosphere reflects a typical day in an educational setting.
Disruption
The equilibrium is disrupted by a surprising and magical event when an abstract painting comes to life. This animated figure reaches into Andy Warhol’s iconic “Large Coca-Cola” artwork to grab a Coca-Cola bottle. This moment marks the disruption stage, as it introduces an unexpected element that breaks the normalcy of the museum setting. The disruption is further emphasized as the Coca-Cola bottle embarks on a surreal journey through various renowned artworks, infusing the classic art with modern whimsy and surreal interactions.
Recognition
The recognition stage occurs as the characters and the audience realize the full extent of the disruption. The animated painting holding the Coca-Cola bottle interacts with different artworks, such as Van Gogh’s “Bedroom in Arles” and Munch’s “The Scream.” The paintings have a goal – to deliver the coca cola bottle to a tired arts student, who is “endangered” by being looked down by his strict teacher. The literal meaning – the Coca-Cola will energize the student, and he will be able to finish a sketch before the teacher checks on him.
The interactions between the painting and the ever-changing in style and physical form bottle of Coca-Cola, highlight the blend of reality and imagination, making it evident that the normal rules of the museum no longer apply. Both the characters within the paintings and the audience recognize the surreal and whimsical nature of the journey, setting the stage for the narrative’s progression. To add a humorous value, the people within the museum never actually notice the magical events ala Trenc’s “The Night at the Museum”.
Attempt to Repair
In response to the disruption, there is an attempt to repair or address the situation. The Coca-Cola bottle’s journey through various artworks represents a series of attempts to integrate the modern element into the classic world. Each interaction with the famous paintings, such as the hand from the seascape painting grasping the bottle or the African art figures extending their hands to receive it, signifies an effort to blend the old with the new. The climax occurs when the Coca-Cola bottle reaches Vermeer’s “Girl with a Pearl Earring,” who hands it to the young museum visitor / art student. This act signifies a bridging of the classic and contemporary, and an attempt to restore balance by bringing the magical journey to a close.
New Equilibrium
The narrative concludes with the establishment of a new equilibrium. The young student, upon receiving the Coca-Cola bottle, drinks it and becomes re-energized, completing his sketch just in time for the teacher’s review.
The teacher, previously stern, now smiles in approval, indicating a positive resolution. The ad ends with a playful twist as the girl in Vermeer’s painting winks at the viewers, breaking the fourth wall and adding a humorous touch.
This new equilibrium reflects a harmonious blend of classic art and modern elements, celebrating the timeless appeal of Coca-Cola while leaving the audience with a sense of satisfaction and whimsy.
By applying Tzvetan Todorov’s narrative theory to the “Masterpiece” advertisement, we can clearly identify the stages of equilibrium, disruption, recognition, attempt to repair, and new equilibrium. This analysis highlights how the ad effectively uses narrative structure to engage viewers, convey its message, and create a memorable impact. The seamless integration of classic artworks with the modern icon of Coca-Cola, along with the whimsical and imaginative journey, exemplifies the power of narrative in advertising. Understanding these narrative elements provides deeper insights into the construction and success of compelling advertisements like the “Masterpiece.”
Evaluation
The latest expression of the “Real Magic” brand platform celebrates how Coca-Coca provides uplifting refreshment in moments that matter (Coca-Cola Website, 2023). Featuring work by names that defined the world of painted art both in the past and in the present, “Masterpiece” is a short film that not only strikes visually, but educates, uplifts, and inspires the viewer. The short features works of art, such as Van Gogh’s “Bedroom in Arles”, Turner’s “The Shipwreck”, Munch’s “Scream”, and Vermeer’s “Girl With A Pearl Earing”, coexisting in harmony with contemporary pieces of emerging creators from Africa, India, the Middle East and Latin America (Coca-Cola Website, 2023): Kushwah “Falling in Library”, Aket “Divine IDYLL”, Wonderbuhle’s “You Can’t Curse Me”, and Tejada’s “Natural Encounters”.
The campaign additionally interviews some of the contemporary artists in interview audiovisual segments, uploaded to the Coca-Cola website to further delve into the vibrant cultural weight their pieces carry, as well as the individual inspiration for each one of them to create. This short film and the campaign around it aims to inspire the next generation of artists to create and reiterates the magical moments in the mundane. It is an effective media piece and presents meaningful content to the audience, because it doesn’t fail to tell an intriguing story in an inspired way.
Conclusion
In conclusion, this qualitative content analysis highlights the intricate narrative strategies utilized in Coca-Cola’s short film advertisements “The Heroes” and “Masterpiece” to influence their targeted audience. By dissecting these advertisements through the theoretical lenses of Tzvetan Todorov’s Narrative Theory and Robert McKee’s Principles of Story Structure, we gain a comprehensive understanding of how Coca-Cola effectively engages viewers and reinforces its brand messaging.
“The Heroes” advertisement, analysed using McKee’s framework, demonstrates a meticulous application of story structure principles. From the initial setup in a nostalgic comic bookstore to the inciting incident of Daredevil emerging from the comic book, each narrative element is carefully crafted to build tension and emotional engagement. The climax, where the heroes overcome the supervillain’s interference to deliver the Coca-Cola bottle, and the resolution, with the employee enjoying the drink, underscore themes of teamwork and perseverance. This ad leverages the popularity of Marvel characters, blending them seamlessly into a narrative that not only promotes Coca-Cola but also resonates deeply with fans of the comic book genre.
On the other hand, “Masterpiece” employs Todorov’s narrative theory to weave a fantastical journey through famous artworks. The advertisement begins with a peaceful equilibrium in a museum, disrupted by the magical animation of a painting reaching for a Coca-Cola bottle. This disruption leads to a whimsical adventure through various iconic artworks, culminating in a new equilibrium where a young student, re-energized by the drink, completes his sketch to his teacher’s approval. The ad’s blend of classic and contemporary art, along with its imaginative narrative, highlights Coca-Cola’s timeless appeal and its ability to bridge different cultural eras.
Both advertisements exemplify the power of narrative in advertising. By using established narrative theories, Coca-Cola creates memorable stories that capture attention, evoke emotions, and ultimately influence consumer behaviour. The dual application of Todorov’s and McKee’s theories not only demonstrates the versatility of narrative structures but also underscores their importance in crafting effective advertisements. Through these narratives, Coca-Cola successfully integrates its brand into the fabric of popular culture and art, reinforcing its position as a beloved and enduring icon. This analysis reaffirms the significance of storytelling in contemporary media, showcasing how well-constructed narratives can elevate brand messaging and create lasting connections with audiences.
References
Sources:
Branston, G., & Stafford, R. (2010). The Media Student’s Book. In Routledge eBooks. https://doi.org/10.4324/9780203850640
Coca-Cola. (2023, March 6). Masterpiece Gallery. The Coca-Cola Website. Retrieved May 22, 2024, from https://www.coca-cola.com/us/en/offerings/masterpiecegallery
McKee, R. (1997). Story: Substance, Structure, Style, and the Principles of Screenwriting. ReganBooks.
Newman, M. Z. (2022). The Media Studies Toolkit. Routledge.
Todorov, T. (1971). The 2 Principles of Narrative. Diacritics, 1(1), S. 37-44.
Todorov, T., & Weinstein, A. (1969). Structural Analysis of Narrative. NOVEL: A Forum of Fiction, 3(1), S. 70-76.
Van Laer, T., De Ruyter, K., Visconti, L. M., & Wetzels, M. (2014). The Extended Transportation-Imagery Model: A Meta-Analysis of the antecedents and consequences of consumers’ narrative transportation. The Journal of Consumer Research/Journal of Consumer Research, 40(5), 797–817. https://doi.org/10.1086/673383
Walt Disney Company. (2024, April 8). Marvel and Coca-Cola assemble for an unprecedented global campaign. Walt Disney Company. https://thewaltdisneycompany.com/marvel-and-coca-cola-campaign/
Illustrations:
Figure 1: Todorov’s Narrative Theory Framework, illustration based on Todorov (1971)
Figure 2: Act Structure, Robert McKee, own illustration based on McKee’s theory (1997)