What theories seem to apply to your popular culture topic?
There are many theories that apply on one the most consume beverage around the world about stereotype and rituals. These are the stereotype about Coca-Cola but are not limited to: the brand’s ads and the labels they put on people. Also these are some of its rituals: the company is participating in charity around the world.
How do these theories describe, analyze or evaluate the topic you have selected?
An advertisement for Coca-Cola tour in southern Mexico angered a Mexican indigenous community and several NGOs of human rights who see racist connotations. They demand sanctions against the US giant. The slogan, “Let us remain united,” has not had the desired effect: advertising angered Mexican Internet users who feel that the indigenous community staged in this clip is treated with condescension and reeks of colonialism, what drives them to remove the ads on social networks. Another stereotype is about the labels cans in the Middle East. Coca-Cola removes its labels for Ramadan. After adding names and personalized messages on its cans, Coca-Cola is innovating again and this time decided to remove its logo for the campaign “Remove Labels This Ramadan.” On the occasion of Ramadan, Coca Cola is launching a limited edition cans in the Middle East with only the inscription “Labels are for cans, not for people”.
If Coca-Cola Company has long maintained a myth around the secret recipe of his soda, he shows however very transparent when it comes to managing their money. The company has funded many foundations, associations and organizations-especially in the health sector and research. Around the world, the Coca Cola Foundation focuses its support in LIFESTYLES AND HEALTHY ACTIVE, RECYCLING IN THE COMMUNITIES and EDUCATION.
What insights do you gain from applying these theories to your popular culture topic?
The insight that I gained is that stereotypes and rituals are part pf our life and very inherent in humans. Also, in order to attract customers, most of big companies use stereotype on their ads without even think about the negative side of their ads.
Coca-Cola Fights Stereotypes this Ramadan. (n.d.). Retrieved from http://www.cci.com.tr/en/press-room/News/coca-cola-fights-stereotypes-this-ramadan/
Lakhani, N. (2015, December 5). Coca-Cola apologizes for indigenous people ad intended as “message of unity.” Retrieved from http://www.theguardian.com/world/2015/dec/05/coca-cola-mexico-ad-indigenous-people
The Coca-Cola Foundation. (n.d.). Retrieved from http://www.coca-colacompany.com/our-company/the-coca-cola-foundation/