The billion-dollar Coca-Cola company, in its television commercial "The Coke Side of Life - Open Happiness", focuses on non staying within the lines, not having a label, not having to sit tight and not feeling alone. The company's aim is to convey the idea that opening a bottle of Coca Cola 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 similar consumer 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. Coca-Cola's “Open Happiness” video spot did just that. Say no to plagiarism. Get a tailor-made essay on "Why Violent Video Games Shouldn't Be Banned"? Get an Original Essay Coca-Cola uses several rhetorical strategies to put together a message that relates happiness to their product. At the beginning of the commercial, a jingle is heard in the background that suggests opening up some happiness to try something new. The message conveyed at the beginning of the commercial is that people should not stand in lines. Coca Cola uses this logo to relate freedom to happiness. The point is that they don't have to limit themselves to drinks like coffee or tea. Instead, they have the freedom to choose what makes them happy. Coca-Cola quickly shifts the message of the commercial by emphasizing the importance of not having a label. During this part, Coca-Cola uses pathos to play on the emotions of the viewer by showing the label being removed from the Coca-Cola bottle. The same goes if someone is short, tall, skinny, or bald and society has decided to place that label on them. As the commercial says, “they don't have to have a label.” Happiness comes from being who I am. The same happiness comes from knowing that they don't have to label which type of Coke product they prefer. They simply like the brand, Coca-Cola. As the advert continues, Coca-Cola deliberately shows the bottles colliding with each other, tilting and then straightening out, suggesting that "you don't have to sit up straight". Open Happiness is an attractive and personal slogan for all generations. Representing Coca-Cola bottles as people of all ages simply shows the stages of life – from newborn to elderly – from when they can't stand on their own, to when they need help to stand. The pathos in this part of the commercial is relatable as everyone needs someone to lean on from time to time. The commercial ends on a more personal note focusing on making consumers, of all generations, feel “you are not alone”. Once again, pathos is used to appeal to emotions and create a connection with consumers. This statement immediately triggers the response of a smile related to happiness. Coca Cola uses this commercial to show unity and happiness between various races, genders and nationalities. Please note: this is just an example. Get a custom paper from our expert writers now. Get a Custom Essay To conclude the commercial, rotating white Coke bottles, which symbolize every aspect of the commercial, are shown disappearing into a single Coke bottle, a symbol of the unity of all the messages of the commercial. In TED: Ideas Worth Spreading, author Malcolm Gladwell explained Howard Moskowitz's most important lesson when he said that "by embracing the diversity of human beings, we will find a surer path to true happiness." Through the four key points..