This is Coca-Cola's first-ever ad, published in May of 1886 (The Coca-Cola Company). Compared to modern advertisements, this might not seem like a lot but that is a complete misunderstanding. This was the beginning of an extremely successful advertising industry for Coca-Cola. This artifact supports the idea that Coke joined in on the advertising business as soon as possible because they believed it would immediately improve sales. This object can show its audience the age, quality of advertising in that time period, and the simple but effective slogan used. There is no doubt Coke got in on advertising at an early point in their business, but it quickly gave them confidence and got their business on track to be the global powerhouse for beverages around the world.

Published in 1944, this newspaper advertisement clearly demonstrates a dramatic difference in quality compared to the previous artifact (Flickr). The company uses an image to capture the audience's attention with a process called print pressing. While this wasn't a big jump into the future, it was a step in the right direction with technology.. Along with pictures, Coca-Cola gives information supporting American culture at this time. During the 1940s, America was going through World War II, so the company thought it would be a good idea to connect their advertising to the United States society at the time. Coca-Cola used a deep form of ethos to persuade in this advertisement. They did this by reminding society that Coca-Cola closely connects with the "home feeling" of the United States, and gives families the reminder that there are things that can connect them to their soldier across the world.  While technology wasn't a significant factor in society, Coca-Cola was still able to improve its newspaper advertising by adding images and words that quickly grabbed the attention of its audience. 

Created in 1977, this advertisement speaks volumes about how Coca-Cola changed its advertising to follow society (Coca-Cola, 1971-"Hilltop"- YouTube). At this time in society, computer technology was slowly beginning to creep its way into culture, so Coke, the smart marketing company it is, decided to follow society by creating video advertising. Many would consider this a big jump in the advertising world, with that being a true statement, this was only the beginning. This was the first time Coca-Cola took their own step in the future of advertising. While the quality of technology isn't as good as it is now, Coke tried its best to show its commitment to going outside its comfort zone to improve its business. They also show a great amount of effort in connecting the world through Coca-Cola as a business. In this video the words "the world" in the song emphasize that Coca-Cola was beginning to spread thoughout the world and not just the United States. The main thing one needs to comprehend from this artifact is that Coca-Cola did its best to keep up with the change in society but also tried to bring the world together as a whole by implementing Coke into other parts of the world. 

   This artifact was created in 1987, starring Max Headroom (80's Commercial/ Max Headroom/ New Coke/ 1987- YouTube). Max Headroom was a very popular character in the 1980s, which Coca-Cola captilizes on by appealing to the viewers' emotions. The viewer associates this popular character with the soda and therefore influences them to purchase one. Along with this, in the advertisement, they also slightly put down their competitors in the industry (Pepsi) by making Max Headroom say, "Drinking a Pepsi isn't as cool as drinking a Coke."  Not only do they implement popular culture into the advertisement, but they also improve the quality of sound and video used to create the ad. More specifically this was a big step in the future for advertising; it was the beginning of computer generated advertising, leading to the quality of advertising we see in today's society. This again supports the fact that Coke was always closely intertwined with society, while at the same time not being scared to push the future and make a stand on their own. By doing this they were able to boost their ability to get their product out in society and gain customers quickly. 

With modern technology evolving more than imaginable, Coca-Cola ads are more effective now than ever. This advertisement hit the air in 2022, aiming to advertise for Coca-Cola in the most high-quality way possible (The Magic of Christmas 2022 with Coca-Cola- YouTube). The way the quality of video, editing, and sound has improved over the years really shows how committed Coke is to following society as it evolves. Not only does this advertisement show the way Coke followed society, but how they madee their own path in the advertising business with the use of computer technology. In this video specifically, Coke connects its products with the joy Christmas brings to many, similarly to the joy Coke brings to people. It also shows the way Coke has continued to not only stay with society, but it has continued to be an active piece of popular culture throughout the world.