Marketing research shows that soft drinks with “diet” in the name are not that popular with male consumers because they associate the word with food / drinks for women.
The “Wild Health” Coca Cola ad (starring Japanese singer Namie Amuro) seems to be aimed more at Japanese men.
This ad, like many Japanese ads, uses English even though many people in the target audience may only have some understanding of what the text means. English is used because it is “catchy” and to some viewers in Japan it may make a product seem more international / exotic / unique.
This RLE has a number of links to “trust.” An essay on May 2021 TOK essay prescribed title #1 needs to look at whether or not trust is always a part of accepting knowledge claims.
This RLE has a number of ties to this prescribed title:
- How consumer trust in a product is linked to the use of a celebrity in the ad
- How trusting consumers are in the overall message in the ad
- Trust in the fact that the use of English in an ad targeted to Japanese is effective
- Trust that the male target demographic will be affected by the “Coke Zero,” the female singer, and “Wild Health
- Trust that consumers have that the product (Coke Zero) is not harmful or is less harmful than regular Coke