This poster uses a gay couple in its advertisement. It depicts two males with a child, which is a representation of a family. The ad also contains a Coca-Cola bottle as the sponsoring company. The targeted social group seems to be the same sex group. The poster was launched by the Coca-Cola Company and the Fizzy drink manufacturers in their pro-gay campaign. Therefore, the ad represents the LGBT (Lesbian Gay Bisexual and Transgender) community. As the central message, the article in bold is written the slogan; “I choose happiness over tradition” as a crusade to foster diversity such as same-sex marriage.
The poster uses a gay couple family which in some countries and some part of the US (United States) it can be viewed as a violation of social norms. Although in the US (United States) this social group is constitutionally recognized, not all people share the same view. As a result, people who are involved in such relationships are usually discriminated upon, face violence and inequality. Therefore, the ad served to remind people that Coca-Cola values diversity over traditional social norms. However, this ad raised a lot of controversies but it is was seen as a step forward for the advertising industries by the gay rights groups.
In addition to creating awareness about the Coca-Cola beverage, the poster fosters marriage, family, love, and freedom. The child serves to represent a complete nuclear family depicting that individuals involved in same-sex relationships can settle and start a family. The ad uses a simple family, which seems to show that there is no need to hide one's sexual orientation. People should freely choose their marriage partners without fearing social discrimination.
