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Creating Artificiality: Women in Pepsi Advertising


Women have always formed the center of attraction in television and radio commercials. Today, the internet is abuzz with advertising campaigns that do not even target them. Society believes that an ideal woman should be weak, yet attractive and without flaws. The individual should be beautiful and maintain her natural looks that should not fade even after applying shades of skin complexion creams. Women have suffered while attempting to look perfect and thrill men who do not care about their looks. The 2010 PepsiCo advertisement featuring Britney Spears, Beyonce, Pink, Brian May, and Rodger Taylor is an expression of the beauty and beast of television commercials.

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Women play important roles in society, and there is no man that can boast of success without attributing his efforts to the support received from his mother, spouse, or sister. People have realized that women form an important part of society and cannot be excluded from any activity. Most television commercials portray women with different perspectives to create the desired impressions (Sutton, 2012). The role of women in advertising cannot be ignored because they form the center of attraction in society. This discussion examines how the artificiality in women is created in a 2010 PepsiCo advertisement.


The advertisement titled ‘We Will Rock You’ features Britney Spears, Beyonce, Pink, Rodger Taylor, and Brian May. These three women confront each other in a battle that is expected to be fierce. The crowd cheers them to fight as the King watches keenly. However, they break into a song instead of fighting, and the audience is charged and starts chanting. Everybody chants ‘we will rock you and the advertiser’s message is conveyed to the audience even before anybody knows notices these women wanted to rock them with a song and not by fighting.

Artificiality in the Media

The media plays a leading role in promoting artificiality, especially among women. It encourages them to adopt phony practices to transform themselves from their natural appearance (Tungate, 2011). For instance, this PepsiCo advertisement is supposed to promote the popularity of Pepsi yet the appearance of these three women steal the show. Televisions are known for using fake accents and skin complexion to deceive the public that the products being advertised have a significant impact on consumers (Sutton, 2012). Pepsi is a beverage, and there is a probability that it contains refined sugar and other substances that are not healthy for human consumption. People are always encouraged to drink fresh fruit juices and not processed ones. However, this commercial portrays Pink, Beyonce, and Spears as super-models owing to their use of these drinks.

Televisions are the most efficient in portraying artificiality as normalcy. The advertisement depicts these three women as celebrities who lead enjoyable lives (Cortese, 2007). Women watching this advertisement may think that the curvy shapes of these models were achieved through drinking Pepsi and thus be influenced to buy them. The significant artificiality issue brought by this advertisement is the blatant lie that Pepsi gives women the courage to face fierce attackers even when they are dressed scantily.


Artificiality is common in the media, and this explains why there are thousands of beauty products in the market yet they cannot satisfy the interests of their users. Beauty products sell because women are ready to falsify appearances at the expense of their health and finances. Television advertisements specialize in creating artificiality in women to promote the popularity of their products.


Cortese, A. J. (2007). Provocateur: Images of Women and Minorities in Advertising. New York: Rowman and Littlefield.

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Sutton, D. H. (2012). Globalizing Ideal Beauty: Women, Advertising, and the Power ofnMarketing. Basingstoke: Palgrave MacMillan.

Tungate, M. (2011). Branded Beauty: How Marketing Changed the Way We Look. London: Kogan Page.

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