Hegemony

        I think the concept of hegemony is apparent in advertisements by Coca-Cola because in their ads, Coke focuses on building a brand and capturing multiple target audiences,  as opposed to comparing itself to competitive brands.
        To me, hegemony in advertising is doing anything to gain power over the competition.  In this case, Coke focuses on building a child friendly brand.  This gives Coca-Cola an edge because now they control the younger target audience over their competitors.  In this particular example, the polar bear jumps in the icy water and swims to his mother, whom gives the baby bear a refreshing Coke.  This spot demonstrates hegemony by capturing the youth market of soft drinks, which, in turn, grants Coca-Cola power in the market over their competitors.