citation: http://www.flickr.com/photos/expressmonorail/4479913297/sizes/o/in/photostream/
Rhetorical Analysis: These types of displays are commonly seen in stores as the repetition catches people’s eye. The goal of these displays are to attract customers over to buy the product off of the cool looking display. Passing by an item on a shelf is quite easy but passing buy a structure made out of a product is quite difficult. The other purpose of these displays is for name recognition. company’s pay a decent amount of money to put these displays up where customers will see them. Hence they want to make sure the next time you past by their product you recognize it. The goal of any company is name recognition once that is established the rest is quite easy. Hence, in this case coke wants to make sure everyone knows what their logo looks like. It is quite difficult to miss this type of display making the image stick in a person’s mind.
Design Analysis: The key point Coke is focusing on here is repetition. They hope by consumers seeing a lot of their product they recognize the logo. they want it so that a customer is exposed to Coke more than any other brand. it maybe subliminal but they have done the studies to prove simply by over saturating an image it becomes the default for a person’s mind. Coke aim with displays like this is for when a person goes out to eat and sees Coke products they instinctively order one. Next, time you order a Coke see if you actually wanted it or did it instinctively pop into your head that they have Coke hence I’ll get Coke. Coke does not want people rationalizing this as it accounts for a lot of their sales. The point is Coke has over saturated their logo so everyone will know what it is and want it. The Coke pyramid above has over a 100 bottles in it therefore when you look at it you have now been exposed to Coke at least a hundred times. this logic prevails as competitors try to make bigger displays to make sure you see their name just one more time. These repetition displays are nothing more than companies trying to condition consumers to buy their product by default.