The "Coke" Way of Responding

Environmental communication is all about communicating with the public sphere. It’s about finding the right way to present your environmental issue with the public sphere in a way that will get their attention. A condensation symbol, according to political theorist Murray Eledman, is a symbol that is a short or catchy expression or slogan that is able to compress images, attitudes, reactions, and judgments into a verbal form. Condensation symbols are used on a daily basis as a type of environment communication whether it be a video clip on YouTube/T.V., a catchy picture, or a commercial.

So I was thinking of condensation symbols and trying to point them out one day while watching T.V. and noticed numerous commercials that used them, however the Coca-Cola commercial with the Polar bears struck me as odd. Why polar bears drinking coca-cola in the snow. So I decided to do more information on why the advertising agency would use polar bears. And I got my answer on a website that said, “Polar Bear Support Fund.” I clicked on the website and a whole website committed to helping save the polar bears from their depleting habitat.
Their message was very clear it said,
“It’s time for us all to take action.
To reduce our human impact on global climate change.
To help support the Polar bear.”

The Coca-Cola Company is committed to doing their part to address global climate change.As part of their ongoing commitment to the environment,they created The Coca-Cola Company Polar Bear Support Fund to help build awareness and support for the polar bear. In 2007, the Coca-Cola Company made an initial contribution of $100,000 to World Wildlife Fund to help World Wildlife Fund's efforts to protect polar bears and their habitat. In 2008, they increased their contribution to $300,000 for WWF polar bear conservation efforts in North America. An additional $100,000 was raised through the MyCokeRewards brand loyalty program to help support World Wildlife Fund's efforts.

Its condensation symbols such as Coca-Cola’s commercial with the polar bears, and people like me that wonder why and go that extra mile and find out that Coca-Cola supports the cause! All it takes to raise awareness is a catchy commercial that “catches” the right type of people. Plus, you can never go wrong when you add cute animals..people can’t help but be captivated.

Refrences:

http://polarbears.thecoca-colacompany.com/