Marwell & Schmitt

This was much more fun than the others because it was more open to a bunch of different possibilities than the prior posts.  I wanted to do an older advertisement because I think they're hilarious.  Advertisers were able to get away with a lot more back then.

In this commercial from 1961 for Coke, the lady is essentially telling the viewer that by drinking a Coke you can remain thin or even get thinner because you may be substituting it for an unhealthy or more caloric snack.  HAH, this is awesome!

From the Marwell & Schmitt taxonomy, I immediately noticed Reward within commercial. The woman implies that if you drink a Coke, you won't gain weight and you will probably also be able to lose weight and fit into that little black dress you could fit into when you were 5 years younger.

Upon further viewing I felt like I noticed elements of Positive Self Feeling; "you don't need to feel guilty, this bottle of Coke only has the same calories as half of a grapefruit".  "You'll feel better because it's a pick-me-up".  Finally, again the implication that you'll lose weight and look better if you drink a Coke.

I also notice in the same comments, elements of Positive Expertise.  She is telling you from her expertise as a woman and 1950's housewife, that you too can be thinner, won't get fat, and will be able to do the things you need to do, thanks to your little pick-me-up, Coke.

Process premises that I noticed within the commercial were; ego-gratification, as the Coke will make you thin.   Among emotion process premises, pride, happiness/joy.  You'll be happy and proud when you fit into that dress.  Finally I noticed elements of cognitive influences.

I think old commercials are the best and you can almost pick anyone at random and find manipulative elements that relate to Marwell and Schmitt.