Pepsi Co. is one of the primary competitors of the Coca-Cola Company, and it has always been trying to develop interesting and appealing advertisements that attract the attention of the audience (Lamb et al. 94). In this case, the Diet Pepsi advertisement (poster) is selected and shows that a beautiful woman sips the Pepsi drink from the slim can by using a straw (“The New Skinny Can”). At the same time, it uses the signature colors of the brand that help build an association with it. Additionally, it utilizes a slogan “The New Skinny Can” to attract the attention of the target audience (“The New Skinny Can”). Consequently, it could be said that its main claim can be formulated as ‘Women should start buying a new diet Pepsi, as it will keep them slim and fashionable, and the drink tastes good’. Based on the description depicted above, Pepsi not only attempts to increase the awareness of the brand but also wants to attract more women to consuming this product by relying on the social values such as being slim and beautiful and reflecting them in their posters.
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Audience and Rhetorical Situation
In the first place, the advertisement has been recently published in the women’s magazines and company’s websites to increase the brand recognition among women. In this case, according to the poster, it could be assumed that the intended target audience are beautiful young women, who are interested in new fashion trends. This aspect is reflected on the advertisement by a portrait of a young model wearing a trendy hat and swimsuit (“The New Skinny Can”). Simultaneously, her makeup and fashionable clothes also imply that she has the required financial resources and can afford spending time at popular seaside resorts while the target audience can belong to the middle or high level of income. Alternatively, the poster signifies that this product is suitable for the women, who are interested in being in shape by using a slim can and catchy slogan (“The New Skinny Can”). Nonetheless, apart from targeting the women with a medium to high level of income and interested in fashion, this poster can presumably be attractive to the women, who want to take an example from the model.
In turn, evaluating ethos is another component that helps understand the principle intentions of the advertisement and its ability to build a certain image. When referring to the poster depicted above, it could be said that the main characteristics that can describe the brand are ‘trendy’ and ‘fashionable’. In turn, it is reliable and healthy enough to keep in shape. In this instance, it could be stated that the brand builds credibility by showing a model in a swimming suit as an example. Alternatively, it establishes a strong bond with the women as a target audience by relying on the common perceptions of beauty such as being slim and fashionable (Lamb et al. 94). Using this method is effective, as it implies that drinking Pepsi has no reflection on appearance, and the woman can make this conclusion immediately by examining the portrait.
As it was mentioned earlier, the central claim can be reflected as ‘Women should start buying a new diet Pepsi, as it will keep them slim and fashionable, and the drink tastes good’. One of the main reasons is the ability of the brand to react to the changes in the consumer preferences. Consequently, the significance of fashion, well-established perceptions of beauty in the society, and dieting led to the need for Pepsi Co and other companies to develop separate product lines. A combination of these factors is the primary cause of the increase in expenditures for advertising of diet products (“The New Skinny Can”). To reflect these social values, the company uses imagery and metaphors. One of the main facts is the slogan since it builds an association of the diet Pepsi and being slim and trendy. Meanwhile, the portrayal of the model in a swimsuit complies with the social values about the beauty, develops a similar association, and shows cause and effect of consuming Pepsi.
In turn, emotionality of the advertisement and its capability to address social values and beliefs is highly important for the analysis (Bullock et al. 370). As it was mentioned earlier, the brand reflects the social standards concerning women’s beauty such as being slim and fashionable. It uses a visual example of a woman to imply that. Simultaneously, by referring to diet products, it signifies that Pepsi Co has no damaging effect on health while the concept of healthy eating is also important in the modern world. As for feelings, the poster uses the signature brand bright colors. This aspect assists in building an association of the positive emotions and consumption of diet Pepsi. Using a combination of social values and emotional appeal helps the company in finding the touchpoints with the audience and increasing its consumption.
Overall, this analysis revealed that Pepsi Co highly relies on the social values and common beliefs regarding women’s beauty. In this case, it uses as a visual portrayal of the model, who is drinking diet Pepsi. With the help of its slogan, it also reflects the critical role of dieting, beauty, fashion, and women’s appearance. These concepts build a positive association with the brand. In turn, they explain Pepsi’s desire to increase the expenditures for production and advertisements of diet products. In the end, pursuing this strategy helps Pepsi remain competitive in the market while enhancing its recognition worldwide.
Bullock, Richard, et al. The Norton Field Guide to Writing with Readings and Handbooks. W. W. Norton & Company. 2016.
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Lamb, Charles, et al. Essentials of Marketing. Cengage Learning, 2013.
“The New Skinny Can, 2011.” WordPress. Web.