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.

An essay on May 2021 TOK essay prescribed title #6 must be based on a exploration of bias and how bias plays a negative and positive role. The Coke ad has a number of links to bias:

  • How Coca Cola and the ad use bias to gain the attention of viewers
  • Ways in which bias is linked to specific elements of the ad
  • How critical responses to the ad could be linked to bias
  • The effect of bias on consumer purchasing

All discussions of bias in an RLE must explicitly discuss whether they are playing a positive role, a negative role, or in some cases both.