Final answer:
Coca-Cola's advertisements capitalize on themes of happiness and unity, while occasionally facing criticism for global trade controversies. They also employ marketing techniques to forge a strong brand identity and encourage consumption by appealing to emotions and a sense of belonging.
Step-by-step explanation:
Coca-Cola's advertisements are a reflection of its status as a symbol of global trade and American culture, sometimes associated with both positive aspects of globalization and controversial issues. For instance, Coca-Cola has faced criticism for labor practices in South America during the 1990s and for environmental concerns like depleting water resources in India. Despite such controversies, the brand continues efforts to restore water in affected regions. Advertisements for Coca-Cola often revolve around happiness, unity, and refreshment, linking these emotions and states of being with the consumption of their soft drink.
Moreover, advertisements can create a brand identity and position a product within a certain lifestyle or aspiration. Just as Corona beer ads aim to associate their product with a sense of relaxation and luxury, Coca-Cola's marketing strategies might harness imagery, music, and global symbolism to create an emotional response that encourages consumption. Some advertisements may also use the bandwagon fallacy, suggesting that consuming the product aligns you with a desirable group or activity.