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Vintage Coke/ Coca-Cola Advertisements of the 1940s

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Vintage Coke/ Coca-Cola Advertisements of the 1940s

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"When an argument has pathos, we identify with the person who is making the argument." - Rhetorical appeals website.
This quote explains how the pathos appeal is strong because the audience (workforce) can identify with the other "common man" workers featured in the ad.

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More than 2,000 years ago, the Greek philosopher Aristotle came up with three different categories to describe how people use rhetoric to persuade people: Ethos, Pathos, and Logos. Each of these terms describes a different way to try to reach an audience and convince them to agree with you.

"Agree about what?" you ask. Well, whatever you want your audience to think, say, feel, or do. Do you want someone to agree with you on politics? Support your argument with rhetoric. Do you want your parents to give you extra privileges? Support your reasoning with rhetoric. Just be sure to use rhetoric wisely; just like the Force (in Star Wars), rhetoric can be used for good or for evil.

Most arguments use a combination of the different types of rhetoric in order to be convincing. Usually the three types of rhetoric are depicted as existing in a sort of triangle because in a good argument, there should be a balance of all three of these parts. When there isn't a good balance, that's when rhetoric can be used for "evil," as we will see when we discuss rhetorical fallacies.

Following is a summary of each of the three kinds of persuasion. If you want more information, here's a reference.

means the credibility of the person making the argument-or in other words, persuading with a person's good reputation or trustworthiness. (Hint for remembering the term: "os" is like "ical," and if someone is ethical, then they have good morals and we trust them.) If someone has good ethos, it means that we respect them and we will be more willing to believe what they say.

In many arguments, the best kind of ethos comes from an expert. For example, if you wanted to get advice about what medicine to take for a bad cold, you would probably trust a doctor more than your next-door neighbor. Why? Because the doctor has better ethos. You respect a doctor's medical opinion more than some random neighbor's.

In advertisements, we usually see ethos through celebrity endorsements. This happens when a famous celebrity (oftentimes an actor or athlete) appears in the commercial to use a product or tell the audience that the product is good (like in this Pepsi commercial with the group One Direction and football player Drew Bees). Many celebrities probably know nothing about the products they are endorsing (they usually get paid to do it), but because people admire these celebrities, the celebrities' ethos is effective in getting people to buy the products. Obviously, not all ethos is created equal, so if you use ethos, you need to make sure you choose someone who is really a trustworthy expert on your subject.

is an appeal to our emotions- or in other words, . It can be any type of emotion, like happiness, fear, anger, sadness, guilt, anxiety, etc. (Hint for remembering the term: "os" is like "etic," and when we see something persuading with emotion pathetic, we have an emotional response to it.) When an argument has pathos, we identify with the person who is making the argument.

The way we choose to word an argument can greatly affect its emotional impact, and in this case, pity.the short film about the homeless man shows this perfectly. Changing the words made people identify with the old man and have an emotional response -

Many, many, many advertisements rely a great deal on pathos to affect people, especially through the use of humor. Humorous advertisements give us positive emotions that can cause us to have positive feelings about the product that the advertiser wants us to buy. But be careful! If you only use pathos, you might be guilty of giving misleading information to people. Some advertisers use only pathos in advertisements and avoid having to try to convince us with logic ( logos) or trustworthy endorsements ( ethos).

is an appeal to our abilities to use logic and reasoning- or in other words, persuading with logic. Arguments with logos use solid evidence to convince readers. This evidence often comes in the form of facts or statistics, since it is usually pretty hard to argue against numbers. (Hint for remembering the term: "os" means "ic" because they come from the same root word.) If an argument uses logos, then we can see the good reasons behind the argument and we are more likely to agree with it.

Logos is a key part of any good argument, but far too often, some people forget to use it. However, if you just argue with logos, then your audience still might not believe you. In order to be fully convinced, they also need to feel a personal connection to you and the topic (through pathos) and they need to feel that they can trust you to give them correct information (through ethos). You need all three parts of rhetoric to make a good argument.

Unfortunately, many advertisements fail to use logos as part of their convincing us to buy a product. Consider this famous commercial for Old Spice body wash, for example. Are there any facts or statistics about the product in any part of the commercial? Not really. This commercial and many other commercials try to make us feel good about a product without using logos (mostly using pathos instead) in order to get us to buy something without receiving a lot of logical reasons to do so.

To review the concepts of ethos, pathos, and logos -

Check out this movie that someone made about the three techniques in advertising. The movie has a lot of great examples of each technique in real-life advertisements.

This animated movie is about the famous violinist Joshua Bell (whom you may have heard about) and how ethos, pathos, and logos affected whether people cared about his performance in the concert hall-and in a New York City subway!

Look at this quirky student-produced film that explains each of the concepts and gives examples of each of them.

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Ethos, Pathos, and Logos - Rhetoric and Advertising

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More than 2,000 years ago, the Greek philosopher Aristotle came up with three different categories to describe how people use rhetoric to persuade people: Ethos, Pathos, and Logos. Each of these terms describes a different way to try to reach an audience and convince them to agree with you.

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The ad includes a price for each soda, 5cents. This is a Logos appeal.

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"The pause that refreshes with ice-cold Coca-Cola is a minute long enough for a big rest." - This statement is appealing to emotions. Coke is advertising feelings of rest and refreshment associated with drinking their product.

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"By 1945, [women] made up 37 percent of the workforce" -"Watch Terrified Men Learn to Deal with Women in the Workforce During WWII" from History channel website. -link to article
Going to use this quote to explain why the ad is also advertising to women in the workforce -- something fairly new in America at the time.

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History Flashback takes a look at historical "found footage" of all kinds-newsreels, instructional films, even cartoons-to give us a glimpse into how much things have changed, and how much has remained the same.
On the morning of December 7, 1941, Japanese bombers staged a surprise attack on the United States, destroying a large portion of the Pacific fleet stationed at Pearl Harbor. The very next day, a previously reluctant U.S. Congress declared war, and by the end of January, the first American troops were landing on European shores.

America's entry into World War II helped turn the tide for the Allies, but the quick mobilization also created a vacuum on the home front. At the same time that the country needed to ramp up industrial production to supply the American military machine, it was also sending hundreds of thousands of men who had previously filled this labor force overseas to fight. At home, the American bigwigs left in charge looked around and realized there was only one solution-they needed women to come to their rescue.

And women did. While men fought on the frontlines, it was the Rosie the Riveters back home who filled the labor gap, making the bombs, airplanes, and other industrial products fueling both the war effort and home life. But this influx of women in traditionally male-dominated workplaces created a new set of challenges...at least, for the men in charge. How were these managers supposed to supervise this puzzling new species on their factory floors? Luckily for them, the U.S. Office of Education Training Film came to the rescue with retrospectively hilarious-and cringeworthy-educational videos like this one from 1944 that offered advice on how to deal with the "problems" women workers presented.

Calling all women: The war effort expands the female workforce

When women were asked to sign on to factories, they responded in droves. Women were already a part of the work force, of course, but the war effort pulled in those from middle and upper class backgrounds who had previously stayed in the home, as well as those who had lost their jobs during the Great Depression. Over six million women joined the workforce by the end of the war, and by 1945, they made up almost 37 percent of the workforce, up from only 27 percent in 1940.

Their contributions were crucial to the war effort. In just the aircraft industry, women made up 65 percent of all employees. Dorothy McCann, who worked in an aircraft factory in Baltimore, told the Washington Post in 2014, "It was something I never dreamed of doing, but after I learned how, I loved it."

Despite these superwomen answering the call of Uncle Sam, they faced significant inequality. According to Susan M. Hartmann's The Home Front and Beyond: American Women in the 1940s, skilled female workers only made $31.21 a week on average compared with their male counterparts who made $54.65. Plus, they had to deal with patronizing managers like the fictional Joe Haley, who needed an educational video to figure out how to contend with the "eternal feminine" on the production line.

Rosie the Riveter inspires women everywhere

Once the war started, videos, propaganda posters, and ad campaigns called on women to clock in, using tactics like that of an American War Manpower Campaign that assured potential workers, "If you've used an electric mixer in your kitchen, you can learn to run a drill press."

But perhaps the most iconic image from the time is that of Rosie the Riveter, the tough representative of female factory workers who flexes her muscles in a red bandanna and blue work shirt with a determined (not to mention mascara'd) gaze. Rosie was based on a real woman, Naomi Parker, who worked in a machine shop at the Naval Air Station in Alameda, California.

Although the poster is ubiquitous now, it was only displayed for two weeks in February 1943 and wasn't widely known in the U.S. during World War II. It only became a national icon in the 1980s when it was embraced as a symbol by the women's movement.

End of the War: Women who stepped up are rewarded with betrayal

Women may have saved the day during WWII, but when the war ended, things quickly changed. Soldiers were returning home and they needed jobs to help them get back on their feet and reacclimatize to civilian life. The managers who had previously begged women to help out were now forcing them back into their kitchens to free up jobs for men.

By 1948, the percentage of women in the U.S. workforce dipped to 32.7 percent, according to the U.S. Department of Labor, this despite a poll taken in the last few years of the war that suggested between 61 to 85 percent of women wanted to remain in their jobs when the war was over. The men may have prevailed at the time, but there was no turning back to a world before the war. In the ensuing decades, women took up ideological arms to battle for their rights, including equality of pay, opportunity, and treatment in the workplace.

Anne Montagne, founder of Thanks! Plain and Simple, an organization associated with the American Rosie Movement, laid out the dilemma to the Washington Post: "You know, they said about the men, 'How ya gonna keep 'em down on the farm after they've seen Paree?' What I say about the women is, 'How ya gonna keep 'em knitting with yarn after they've seen Lockheed?'"

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Watch Terrified Men Learn to Deal With Women in the Workforce During WWII

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History Flashback takes a look at historical "found footage" of all kinds-newsreels, instructional films, even cartoons-to give us a glimpse into how much things have changed, and how much has remained the same. On the morning of December 7, 1941, Japanese bombers staged a surprise attack on the United States, destroying a large portion of the Pacific fleet stationed at Pearl Harbor.

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"Work refreshed...Have a Coke" - the ad

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The coca-cola print ad seems to effectively speak for itself due to strong pathos and logos appeals made to the 1940s workforce in America.

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After WWII, the workforce in America changed by including a significant number of women; the author of this ad strongly addresses their audience by reaching both men and women in the workforce.

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Small glass bottle featured on the ad
"Work refreshed...Have a Coke" written at head of ad
Advertising coke vending machines in factories and offices for 5cents
Factory whistle in backgorund
A mans hand is holding the bottle

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Consumerism and feminism begin to play large role in American values
Focus on obtaining a "perfect household"
Women in the workplace

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In 1948, Coca-Cola published a print ad, which featured the slogan "Work refreshed...Have a coke",  in a vintage magazine.

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1945 marked the end of WWII and America began to see changes in values and what they considered to be the American Dream.  This essay analyzes the rhetoric used in a 1948 Coca-Cola print ad and how effectively it reached its audience.  The ad may have lost its relevance in America over time, but after analyzing the ad's context, purpose/audeince, and rhetorical appeals, it can be recognized as an accurate illustration of American values in the 1940s.[Insert Thesis Here]

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Conclusion - Evaluation of Author's Decisions

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Conclusion - Evaluation of Author's Decisions

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Overall, the ad was very effective for the time-period it was meant for. Today, it seems irrelevant, but then, the workforce was largely made up of men in factories and women in office jobs. The ad appeals to both. It also appeals to a generation that worked long hard hours by implying that a coke will refresh workers and give them a moment of rest.

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1) Ethos - none
2) Pathos -below
3) Logos - below

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1) The publisher is trying to reach the workforce in America in the late 1940s.
2) The desired affect is to influence consumers to buy a coke during their break-times.

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1) Published in 1948, a few years after the end of WW2.
2) Vintage Magazine print ad
3) "Work refreshed...Have a Coke" slogan. Factory workers hand is holding a glass bottled coke.  Factory whistle in the background and advertising vending machines in factories and work offices. Also includes the price of a coke.

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Coca-Cola's 1948 print ad might have lost its  relevance in America over time, but after analyzing the ad's context, purpose/audience, and rhetorical appeals it can be  recognized as an accurate illustration of American values in the 1940s.

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Address:
1) Context - Magazine Print ad in 1948
2) Purpose/Audience - To persuade audience (American workforce) to buy Coca-Cola in their workplace vending machines.
3) Rhetorical Appeals - Pathos, Logos
How does the ad reflect the American Dream? - Common man, working hard to provide for a "perfect family".

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1948 Coke Print Ad (Work refreshed...Have a Coke)

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1948 Coke Print Ad (Work refreshed...Have a Coke)