SuperBowl and Coca-Cola : Together for the multiculturalism
The Super Bowl is the annual championship game of the National Football League . The game is the culmination of a regular season that begins in the late summer of the previous calendar year. The big American brands advocate unity and diversity through this event. This is the case of Coca-Cola which has diffused it’s advertisement « It's Beautiful ». It presents people of different races, sexes, ethnic groups, ages and different religions doing various activities everywhere in the United States. A version of "America the Beautiful" is sung in numerous languages, for example English, Spanish, Keres, French, and Hebrew. This announcement is designed to show the multicultural composition of the American population.
" It’s Beautiful " was aired on television, cinemas and during national and international great moments of the sport and entertainment, such as soccer matches, the New Year and several Olympic opening ceremonies. We do not need to speak a particular language to understand the sport or to support a team with people different from us. That is why Coca-Cola uses sport, which unites the whole world to share it’s values of the company which is also awarded for it’s advertisement: the optimism, the inclusion and it’s celebration of humanity. This add shows the way the Americans appreciate the brand and how Coca-Cola gathers families and friends every day.
But this celebration of the multiplicity aroused the anger of certain people on social networks. Indeed certain users wondered why an officially English-speaking country should advertise in other languages. While others underline the emphasis of the multiculturalité of America. During this event, the company said " today, millions of people are together delighted, because it is a beautiful group ".
Through this event and this commercial, we can define global culture as a mixture of knowledge and customs of people of various horizons. Language is not a barrier in the exchange between people, the link can also be made by sharing a bottle of Coke or by sharing the same passion which is sport.
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ReplyDeleteI really liked this article, it shows us that the sport is international and brings us closer. The Olympic Games and other international events unite countries and cultures, for example at the PyeongChang Olympic Games in February 2018. North Korea and South Korea marched together. The super bowl is an important event for the United States, it helps to bring together a nation, it is one of the most important events of the year it is besides the most watched event in the world especially at the half-time show with the concert directed by Justin Timberlake this year. Like you I think that sport is a great way to unite a population, a nation or the world. Whether it's football, rugby or basketball, sports can instill values such as self-improvement and team spirit. Just like education, sport should be instilled in all the children of the world. Thanks to charities some disadvantaged people in Africa access the sport through donations of balloons etc. Today these events cost so much money that it is necessary to have sponsors and brands are means of financing the sport as the operation "the sport it tells me" which is a program that allows young people from the suburbs in France to play sports. I think governments and brands need to invest together in sport to create a better world.