Guys, you guessed it, this blog is all about Christmas and the Coca-Cola advert. I believe it was first spotted in a X Factor break a few Saturday’s ago, and since then I have felt that it is completely acceptable to jump on the Christmas-hype bandwagon. The Coca-Cola advert is so much more than an advert; it’s the launch of the countdown to Christmas; symbolizes the start of the festive season; the start of winter (although it arrived way before the advert, this year!); and overall jolly-ness.
Last year we took a road trip to Manchester and the Christmas Market where we over indulged in the foods and beverages available, shopped until we could not carry anymore, and we didn’t forget to visit the Coca-Cola truck – yes, the actual truck that tours! When I saw the advert this year I could not help but think about the chilly but heart-warming day I spent in Manchester last year, and got excited about this years festivities. There are three key psychological relevance’s here; nostalgia, anticipation and classical conditioning. Let’s take a look at the advert:
Gorn (1982) concluded that classical conditioning occurs when a positive attitude to a specific stimulus is developed through an association that has already created positive reactions. A popular example of classical conditioning is Pavlov and the salivating dogs whereby food and a ringing bell were paired. Over time the dogs began to salivate at the sound of the ringing bell, even when the food was not present. Classical conditioning can be shown in the Coca-Cola advert, and this conditioning is clearly shown via media and virtual networking sites. Coca-cola is now no longer an advert based on a carbonated drink, it symbolising key events of the such as Christmas. Around the beginning of December children (and adults a-like) are watching the adverts, eagerly waiting for the red truck to come onto the screen so the Christmas festivities can begin. Therefore, we have been conditioned to associate Coca-cola and Christmas (two completely independent things).
Nostalgia can be defined as the “sentimental longing for the past”. I think it’s fair to say we all experience different levels of nostalgia but there are some common yearly occasions that make us feel nostalgic, and for me Christmas is one of these events! Christmas is an occasion which can focus on children (and their happiness) entirely, and who wouldn’t want to go back to those care-free days? The Coca-cola advert shows the excitement on people’s faces, as well as the magic of Christmas and Father Christmas, making us all want to turn back time.
Finally, the anticipation which the Coca-cola advert brings is enough to excite the whole country. As we have already established, the Coca-cola truck advert symbolises the beginning of the festive period for many people across the county, and it is at this time we begin to feel that warm fuzzy feeling that Christmas is just around the corner; a time for relaxing, being with loved ones and over indulging. After watching the advert for the first time we are left to anticipate what the present festive season will bring, from the gifts we will give and receive to the food we will consume.
To conclude, there are many psychological aspects to the Coca-cola advert, which is on TV at Christmas, to make us all excited for the festive season. Whether you feel nostalgic, automatically conditioned to festive excitement, or light-headed with excitement, may this Christmas be a jolly one!