1.Through Rubin's analysis she reveals that Coca-Cola prime position that it currently has in the soft drink market is due to the popular appeal it gained during the war times. She also notes how racial themes were used throughout Coca-Cola's early advertisements and how Coca-Cola tried to display the American life as ideal in its ads to encourage foreigners into drinking it in hopes of becoming more American-like. She uses old ads and statements done directly by Coca Cola to support her analyses.
2. Historical context is included in her numerous quotes and the full page ad. Her additional synopsis of the mindset and life of the average man of the period and the importance of historical events such as labor unions to Coca-Colas development also help to give context. These contribute by grounding her analysis more firmly in reality, allowing readers to better connect with the narrative.
3. Other questions that can be answered through ad analyses are: Who were the primary buyers of the time period, what was the ideal lifestyle of the time, what advertising techniques were effective against people of the time period?
4. A large number of ads that feature anything from dishwashers to jeans depict an American family of 4 living in a sizable middle class house. This shows that an ideal life for our era is having a stable family, home ownership, a quiet suburban life, and a steady income. Compared to old Coca-Cola ads things have not changed to much. Although ads now focus more intensely on family life, both still feature primarily middle class workers relaxing and enjoying life due to their product.
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