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Pepsi Advertisement

The document discusses two Pepsi advertisements from 2016 and 2013. The 2016 ad features an intravenous Pepsi drip to metaphorically portray Pepsi as medicine. The 2013 Halloween-themed ad portrays a Pepsi can dressed as a vampire defeating a Coca-Cola can.

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84 views3 pages

Pepsi Advertisement

The document discusses two Pepsi advertisements from 2016 and 2013. The 2016 ad features an intravenous Pepsi drip to metaphorically portray Pepsi as medicine. The 2013 Halloween-themed ad portrays a Pepsi can dressed as a vampire defeating a Coca-Cola can.

Uploaded by

Izabela Pădure
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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Pepsi Advertisement

One of the most well-known drink


companies, Pepsi, is renowned for its
modern advertising and rivarly with
Cola-Coca. Indeed, Pepsi continues to
demonstrate that it has the best
advertising management in the
business.

Appeared in 2016, the „Come to


life” advertisement is used to engage
the audience and reinforce the
conceptual metaphor that PEPSI IS
MEDICINE.

At a first sight, one’s eyes can see


the expansive intravenous drip fillet
with Pepsi. The colours used in this
advertisement are red, blue, black and
white. The colours were not chosen
randomly; the blue, white and red represents the American flag, implying that
Pepsi is the drink of an entire nation.

One of the image schema presented in this advertisement is the


containment schema, the IV bag being the container and Pepsi being the content.
If we think of the liquid that flows through the hose into people's veins, we can
also identify a path scheme.

Whereas not exceptionally discernable at the beginning, redundancy


fortifies this advertisement. There are two fundamental components: the IV bag
and the slogan from the bottom of the page. The redundancy of the Pepsi logo
seems to weld them, making them inseparable.

Another image schema used in this advertisement is the enablement


schema, showing and signaling the fact that Pepsi can prevent the effect of a
disease and be its cure.
The advertisement's layout features sections labeled as "KNOWN," "NEW," and
"IDEAL," which notably remain blank, symbolizing a state of insignificance
akin to a coma where familiarity and novelty hold no relevance. Contrasting
with this emptiness, the "IDEAL" segment presents a depiction of a Pepsi drink,
cleverly held by a hook. Conversely, the "REAL" section displays the slogan
accompanied by a visual representation of a blood-filled wire that we suppose to
be inserted into the hand of a patient.

The slogan "Come to life" is used to show the perlocutionary force of the
advertisement, the energy drink boasting the ability to "bring life" to someone if
consumed like a medicine.

In an original way to celebrate Halloween,


Pepsi launches the "Scary Halloween"
commercial in 2013. The advertisement is a
satire of the Cola-Coca company, featuring
a can of Pepsi dressed in a cape with the
Cola-Coca logo.

The background is not chosen by chance.


The moss on the rocks and the boulders in
the background appear to have emerged
from an obscure and mysterious
environment, an indirect allusion to how
the Pepsi recipe is rumored to have
originated. More than that the
advertisement's layout comprises distinct
segments: the "KNOWN" and the "NEW"
sections depict the underwater
environment, symbolizing the enigmatic
and unexplored depths of the sea or the mystique associated with Halloween
night. In contrast, the "IDEAL" section features the slogan, while the "REAL"
section prominently displays the Pepsi logo. The social distance is a normative
one. The Pepsi can is roleplaying the figure of a superhero or even a vampire
who rules the world from the shadows.

A conceptual metaphor presented in this advertisement is COMPETITION IS


TERROR. The competition promoted in the ad is the one between Pepsi and
Cola Coca. The terror is potentiated by the image of the can of Pepsi as an
antagonistic character in the context of Halloween evening.

An image schema presented in this advertisement is the link containment


schema, the Cola-Coca can being the container and the Pepsi can the content.

In conclusion, Pepsi has demonstrated over an extended period its


adeptness in advertising strategies, consistently maintaining a competitive edge
over its rivals.

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