States that music plays an important role in Coca Cola advertising, especially in Coca Cola campaigns. In the article, Klein addresses Coca Cola's "Things Go Better with Coke" campaign, which featured a significant number of rock bands. However, in the 1980s R&B and pop played a major role in Coca-Cola's endorsement. Cola among consumers. The article states that rap music was slowly approached commercially towards the 1990s by companies mainly due to nervousness that the language in the music might have a negative effect on their consumers, however, Coca Cola used the music rap to its own advantage as a tool It seemed that the genre already had subliminal advertising – essentially a loose product endorsement – ​​in the music. Klein states that Coca Cola found rap as an easy way to simultaneously appeal to the 12-24 age group and minority Americans and is believed to have been what caused an economic growth in urban-inspired advertising. Music touches people on an emotional level; a happy melody makes people hum or shift in their seats, while a sad melody can make people sulk or listen to the music. Coca-Cola uses positive and popular music in its advertising to create a cheerful atmosphere and attract optimistic personalities, as well as making the product seem more "in step with the times" and subliminally conveying the message that drinking Coca Cola will make you happy the consumer. McKelvey, Steve M. “Coca-Cola vs. Pepsico: A “Super” Battlefield for the Cola Wars?” Sports Marketing Quarterly 15.2 (2006): 114. Advanced Positioning Source. Network. April 11.