Summary:
In Rubin's analysis of a Coca-Cola ad she examines the various elements within the ad and their reason for being there. She goes further and makes the claim that the ad is so effective since it represents the unattainable American dream.


Paraphrase:
In her analysis of a 1950's Coca-Cola ad, author Melissa Rubin's how Coca-Cola managed to appeal so greatly to the general public. Initially she notes the most obvious design elements. White, fluffy clouds on a blue sky, giving the appearance of peace. A red Coke machine towering over the skyscrapers in the metropolis behind it, implying that it is more important than them. A cheery mascot gesturing for the reader to take a sip. Continuing on she goes further into detail, analyzing the mindsets of the American people in the fifties. She points out that at the center of the congregation of people in the ad are three service men, highlighting their importance and Coca-Cola's support for the military, a tactful popularity move. Next to them are blue collar workers and their bosses, implying that Coca Cola is a relaxing drink for all hard workers to enjoy together. Delving deeper, she explains the lack of gender and racial diversity in the ads. In the background only a few women are featured and in casual dresses instead of working clothes, Rubin claims it "represents the assumption that women played a less important role in society--or at least in the war effort and the workforce."(Page 179). More glaringly though there is no racial diversity in the ad entirely, showing that Coca-Cola as did most American citizens still though of non-whites as insignificant people and unworthy of spots on a Coca-Cola ad. In her conclusion she states that, "The message: theirs is a life to be envied and emulated, so drink Coca-Cola and life that life yourself,"(Page 180)


Quote:
In Melissa Rubin's analysis, she makes the claim that we, "can learn a great deal about [a] culture by looking closely at the deliberate ways a company crafts an ad to appeal to particular audiences."(176)