The multi-billion dollar Coca-Cola Company in its television commercial "The Coke Side of Life - Open Happiness" , focuses on not standing in lines, not having labels, not having to sit properly, and not feeling alone. The company's goal is to convey the idea that opening a bottle of Coke is like opening a little bit of happiness. The language of the text is very colorful. Coca-Cola adopts an enthusiastic tone to appeal to the consumer's similar feelings and experiences. According to McCarthy, one aspect of the emergence of positive psychology and the happiness trend has been seeing companies incorporate happiness into their business models. That’s exactly what Coca-Cola’s “Open Happiness” video ads managed to do. Say no to plagiarism. Get a Custom Essay on “Why Violent Video Games Should Not Be Banned”?Get Original EssayCoca-Cola uses several rhetorical strategies to craft a message that connects happiness to its product. At the beginning of the commercial, in the background, a jingle suggests opening up a little happiness to feel something new. The message conveyed at the start of the advert is that people don't have to stay inside queues. Coke uses this logo to associate freedom with happiness. The important point is that they don't have to stick to drinks like coffee or tea. Instead, they have the freedom to choose what makes them happy. Coca-Cola quickly changes the advertising message by emphasizing the importance of not having a label. During this part, Coca-Cola uses pathos to play on the emotions of those watching by showing the label removed from the Coke bottle. The same is true if a person is short, tall, skinny or bald and society has decided to put that label on them. As the ad says, “They don’t need to have a label.” Happiness comes from being who they are. The same happiness comes from knowing that they don't need to label the type of coke product they like. They just like the Coke brand. As the commercial continues, Coke deliberately shows bottles bumping against each other, tilting and then straightening, implying that "you don't have to sit up straight." Open Happiness is a slogan that is both attractive and personal for all generations. Depicting Coke bottles as people of all ages simply shows the stages of life – from infant to elderly – where they cannot stand on their own, to when they need help to stand . The pathos of this part of the ad is relevant since everyone needs someone to lean on from time to time. The advertising ends on a more personal note by striving to make consumers, of all generations, feel “that they are not alone”. Again, pathos is used to appeal to emotions and create a connection with consumers. This statement instantly triggers the response of a smile linked to happiness. Coke uses this ad to show unity and happiness across different races, genders and nationalities. Keep in mind: this is just a sample. Get a personalized paper now from our expert writers. Get a Custom Essay To conclude the ad, rotating solid white Coke bottles, symbolizing each aspect of the ad, disappear into a single Coke bottle - symbolizing all of the ad's messages coming together. In TED: Ideas Worth Spreading, author Malcolm Gladwell explained the most important lesson..