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Examples of visual rhetoric ads
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LIVE BOLDER. LIVE LOUDER. LIVE FOR NOW. These are the texts displayed during the final seconds of the new, heavily controversial, Pepsi commercial, featuring model Kendal Jenner, protestors, a line of police officers, and of course, lots of Pepsi. But when the ad was released… backlash struck, or should I say, “backwash?” Pepsi is going to need much more than a model and refreshing soda, to stop the debate they started. As defined in Module 1, Visual rhetoric is, “the mobilization of signs for the articulation of identities, subjectivities, communities and nations” (Light). This commercial is a recent example, which demonstrates advertising as visual rhetoric in our media, social and political issues. In this analysis, I will assess Pepsi’s …show more content…
The authors use ideas regarding simulacra and hyperreality from Jean Baudrillard to help explain that with technological advancements, growth in creativity and execution, we are currently living in a world of replication. A quote from Buadrillard supports this idea which explains, “as we entered into a postmodern era characterized by media and technologies of simulation, we lost sight of ‘the real’” (Sturken and Cartwright 307-308). Pepsi’s historical context can be understood through these ideas of post modernism as a replication of various images, however, one example includes even their biggest rival, Coca-Cola. “Pepsi is not the first multinational brand to attempt to use counterculture and protest movements to sell its product. In 1971, Coca-Cola's iconic ‘I'd Like to Teach the World to Sing,’ advertisement rode the wave of flower-power protest that had emerged in opposition to the Vietnam War” …show more content…
On Tuesday April 4th, 2017, Pepsi released a commercial advertisement featuring one of the famous Jenner sisters and model, Kendall Jenner. In an article from the New York Times, "Pepsi Pulls Ad Accused of Trivializing Black Lives Matter," Daniel Victor provides a brief summary of Pepsi’s controversial ad, which “shows attractive young people holding milquetoast signs with nonspecific pleas like ‘Join the conversation,” and “the protesters are uniformly smiling, laughing, clapping, hugging and high-fiving.” The image above shows Kendal approaching an officer at an unnamed protest with a cold Pepsi in hand, she then hands him the featured product, he takes a sip, follows it with a grin, and the protestors go wild. The video then concludes with the texts “Live Bolder, Live Louder, Live for Now.” In a statement to CNN, Pepsi said, "This is a global ad that reflects people from different walks of life coming together in a spirit of harmony, and we think that's an import message to convey" (Gonzales). However, this is not the message that was received when the commercial was released, which had already had a shocking 280,000 views as of 11:30 p.m. ET, the same day (Gonzales). The advertisement sparked significant backlash, accusing the advertisement of “appropriating the Black Lives Matter movement and using social
In Bartow Elmore’s book, “Citizen Coke: The Making of Coka-Cola Capitalism” Elmore postulates on the harm that the Coca-Cola empire has caused through their shifty rise to the dominant power they are today. Pioneered by John Pemberton, Coca-Cola has established itself into one of the most popular positively branded names across the globe. Due to lobbying as well as strong marketing ploys the Coke business has developed into a ruling presence on a foundation which has been subsidized by exploitation and disregard for natural resource. Elmore employs various explanations regarding the rise of Coke and puts together pieces of the Coca-Cola empire’s fame through a side that is often not shown. Citizen Coke provides the reader with a viewpoint behind
Though Ira C. Herbert was correct that Coca-Cola had used the phrase “It’s the real thing” before Grove Press, Richard Seaver’s response was more persuasive. Herbert’s letter was formal and dry, while Seaver’s adopted an ironic tone to degrade Herbert’s case. The combination of appeals present in Seaver’s letter, when compared to Herbert’s reliance primarily upon logos, construct an argument that is
1. This advertisement features Taylor Swift, which is a celebrity spokesperson; she is supporting the company, “Diet Coke”. People that enjoy listening to Taylor Swift’s music will most likely buy this product, because they think that buying this product, diet coke will make them closer, and more like their favorite pop star Taylor Swift. This advertisement also features Pathos, an appeal to emotions, because Taylor Swift may be someone’s favourite musician or person in general. It also features ethos, an appeal to credibility, or character, because Taylor Swift is famous for her music, therefore she is well recognized throughout our society, and the music industry.
This commercial can be found on YouTube and is aired on numerous T.V. channels including KITV 4. The actress in the first commercial is a junior at Mililani High School. This add targets the teenage audience because the campaign has found that consumption of sugary drinks in Hawaii is highest among teens ("Rethink", par.
Advertisement is a notable part of our society, it's not only in the uppermost urban neighborhoods but it’s everywhere we turn and look. It is what defines our generation as civilization and no matter what we do we cannot hide from it. In Naomi Klein No Logo she explains “Ads had to inform consumers about the existence of some new invention, then convince them that their lives would be better if they used, for example, cars instead of wagons, telephones instead of mail and electric light instead of oil lamps”(5). And that’s what Gatorade has accomplished by releasing commercials associating with some type of sport. It almost seems like that the corporation of Gatorade is controlling and deciding what we should drink and when we should drink it. If one sees a Gatorade commercial, it’s mostly dealing with a sport or an activity. It portrays to the audience that the men with fancy suits and big bonus checks are correct for their sim...
It was amazing how Gatorade uses the image to speak the message to the audience. There was a limited amount of word choice because the image itself did most of the talking. The message is established by the athletic model, specific choice of colors and the typography. Also Gatorade uses Ethos and Logos to attract the buyer’s attention. These appeals are successful rhetorical tools that urge the consumer to drink Gatorade. By using these elements, they bring together an advertisement that convinces readers to drink Gatorade if they want to stay hydrated and
Ira C. Herbert, an executive of the Coca-Cola company who helped make the slogan “It's The Real Thing,” constructs his argument that the slogan should be applied solely by Coca-Cola and their advertising campaigns. In a letter addressed to R.W. Seaver, Mr. Herbert justifies his claim of the ownership of “It’s The Real Thing” to the company of Coca-Cola by mentioning how their business first exercised it 27 years ago to advertise their soft drink. Undeniably, the main motive behind Mr. Herbert’s letter is to persuade Mr. Seaver to discontinue the use of the theme in order to prevent difficulties or confusions that could derive from the slogan and potentially affect the profits made from their different products. In response to this letter, Mr. Seaver, representative of Grove Press, justifies his use of the slogan to advertise “Diary of a Harlem Schoolteacher,” written by Jim Haskins. Mr. Seaver’s main goal in responding back to Mr. Herbert’s concerns was to assert him that the slogan was utilized for two different purposes and that any company, as well as Coca-Cola, had the legal right to use the same slogan. It is without a doubt that Mr. Herbert and Seaver both utilized historical data to illustrate significant events such as when the slogan was first used or from where it originated.
Coca-cola wants to create frustration and anxiety in their ad, which might catches more attention, but it’s not an agreeable strategy. The companies didn’t either share the same audience target. Pepsi targeted adults and Cola targeted women, but the main-idea was to obstruct the rival.
PepsiCo with almost a 3-minute commercial using Kendall Jenner as the silent communication source, using visual language with all ethnic and race being included using career choices such as a cellist, a photographer and dancer; a song written and sung by Skip Marley “Lions”; not to mention the men in blue was expected to be a hit advertisement by showing it was time to bring the world together as one. To be able to bring peace and understanding to every individual or let it be shown that all people count, not just one ethnic group or race. This advertisement was used to try to defuse the conflict of street protest and the violence that often comes with it, particularly the black lives matter movement. Showing the men in blue there to protect and serve; yet will do whatever it takes to control the ongoing issue at hand. The way Jenner being shown ditching a high fashion photo shoot ripping off her blonde wig, to join a protest and prance around with every nationality with a Pepsi in hand smiling as saying this is what will make the world a better place. The words in the music “we
The video describes how our society may not even care about the product being advertised, but we still read the billboard or watch the commercial. Also mentioned was the use of colors in a commercial, the marketing effects in politics, and even market research obtained by studying different cults. Frontline takes an in-depth look at the multibillion-dollar “persuasion industries” of advertising and how this rhetoric affects everyone. So whether this is in the form of a television commercial or a billboard, pathos, logos, and ethos can be found in all advertisements.
During the Super Bowl season of 2014, the Coca-Cola “America the Beautiful” commercial has evolved into a big controversial issue in the media. This corporation advertised their product with a short commercial displaying images of the varied population of the United States while featuring children singing “America the Beautiful” in many different languages. They purposely emphasize how the people in the video are holding their coke products as they are happily dancing and enjoying their life in our nation. Even though Coca-Cola corporation has excellently applied logos, ethos, and pathos appeals to establish their supports toward diversity in America; they have failed to advertise the products as their commercial became
Pepsi is a well known carbonated soft drink that is sold all around the world. With a net worth of millions, Pepsi has featured many famous artists in our society, including the late singer and songwriter Michael Jackson. Michael Jackson, who was already at the peak of his stardom, had partnered with Pepsi for a commercial specifically aimed towards the younger audience who they referred to the ‘new generation.’
This ad does a very good job of accomplishing PepsiCo’s brand communications strategy. It is exciting and exhilarating and shows the personality traits of fun, irreverence and daring.
Pepsi was introduced in 1893 by Caleb Bradham as “Brads Drink” which then was renamed to “Pepsi Cola” in 1898. There wasn’t many options for advertising in this era due television not being introduced into households till the late 1900’s. One of the first Pepsi Cola advertisements was a black and while flyer that had a few characters laughing and read “Whoope!!! Zoom!! Drink Pepsi-Cola” at an advertisement from Pepsi, the have bright blue, red, and white colors that pop and are eye catching. Comparing this ad with a current ad and modern technology, you can see that Pepsi’s marketing and advertising techniques have come a long way. Reviewing a recent Pepsi advertisement, you can see that they have made groundbreaking changes to their branding techniques. First I will I will note that their choices in colors (red, blue, and white) for their brand are not only eye popping, but in a way symbolize the colors of America. I am not sure if this was their intent but it sure does standout. Next, there slogan in the ad states “Help Kick Off The Pepsi Super Bowl Halftime Show”, this ad targets a very large group people because its directly relating to one of the biggest sports event which is Super
Thanks to my fascination with PepsiCo and partly because this is an assignment, I went online and search for some of PepsiCo’s most successful and ongoing marketing campaigns and strategies. During my research I noticed several daring marketing strategies Pepsi employed throughout the years. For example, gaining the support of Michael Jackson in the 1980’s and latest gaining the endorsement of global pop star Beyoncé.