In 2011, Dr. Pepper 10 released a new ad campaign. Their new commercial’s primary purpose is to present a soda that is both healthy and still “manly.” In doing this, Dr. Pepper addressed a longstanding notion that Diet Dr. Pepper and Dr. Pepper Zero sodas are inherently unmanly. They attempted to reconcile this societal belief by creating a character that is extremely manly and still enjoys their 10 calorie drink. The average man is the target audience. They were hoping that they could target men that may want to drink more healthy beverages while still retaining their manliness. The character that Dr. Pepper creates to target this audience is a Paul Bunyan type. The actor has a long beard, is very rugged looking and shown being rowed down a river by a bear. The commercial is designed to bring back images of Grizzly Adams. Dr. Pepper claims that men can enjoy healthier sodas and still be manly. They don’t use any evidence to prove this, instead they choose to present a man who enjoys their product. This man is shown carrying a large tree with one hand and a can of Dr. Pepper 10 in the other hand. There may be a rebuttal in the fact that there is no real difference between Dr. Pepper 10 and Diet Dr. Pepper, especially since Dr. Pepper has a lengthy campaign that sells Diet Dr. Pepper as being a healthier …show more content…
For example, the idea of the commercial itself is a sort of appeal to false authority. The whole ad is based on how if you drink Dr. Pepper 10, you’ll be manly like Grizzly Adams. Another noticeable fault was used in the closing of the commercial where Grizzly says, “Mmm, bold flavor.” Bold flavor is an ambiguous statement and very subjective. What is clear is that the Dr. Pepper 10 advertisers are trying word play to suck buyers in. Several commercials have used the phrase, “Bold flavor,” in advertisements before. This just further weakens Dr. Pepper’s
The axe man described above while holding an axe is also carrying Bud Light. When the male driver of the car see the Bud Light logo he knew he had to stop. The brand gave him the trustworthiness of the axe man. Even when the couple drive up to the chain saw man with a case of Bud Light, the axe man has doubts as the female did with him. The axe man’s man voice goes from the hoarse sound to a high-pitched screech when contemplating picking up the chainsaw man (Viralstuff 0:28). This bring a sense of humor to the commercial since this man switching from being menacing man to a little scary school girl person. But not the Bud Light drinker he is willing to do anything for the Bud Light beer. This moment demonstrates the reliability of the brand name; that anyone that drinks Bud Light brand is a person of great integrity. This event stimulates ethos or also known as
Michael Messner and Jeffrey Montez de Oca explain that contemporary beer ads represent a desirable male lifestyle to reaffirm masculinity in a time when men are insecure. Their essay, “The Male Consumer as a Loser: Beer and Liquor Ads in Mega Sports Media Events,” goes on to list the reasons for their insecurities: historic and cultural shifts such as deindustrialization, declining real value of wages, feminists and sexual minorities. They support their main point by providing a window to the past as beer ads of the 1950s depicted a desirable lifestyle that was appropriate for post war style of living. By following the transitions of beer ads from the 1950s to now, we could follow the accepted lifestyles of the times during which the ad was made.
The company has accomplished this mainly through the development of new formulas of Coca-Cola in order to satisfy the diverse needs of consumers. For example, introducing products such as Coca-Cola Diet, Coca-Cola Zero, and Coca-Cola Cherry has allowed the brand to appeal to new audiences. Coca-Cola Diet has helped the Coca-Cola Company reach out to a middle-aged audience that enjoy the taste of the original beverage, but have specific health concerns. In addition, Coca-Cola Zero was formulated as an option for many young adults and teens that do not desire to consume the amount of calories normally associated with Coca-Cola. The brand has also developed the popular flavor of Coca-Cola Cherry, which is targeted for people seeking a bit of extra flavor added to Coca-Cola. Although this company has developed formulas for beverages that are completely different from the original taste of Coca-Cola, these are among the most
Of course, in order to get that delicious, savory, great taste that dr Pepper has, there are main ingredients that play a very big role. Dr Pepper contains seven main ingredients. Those ingredients are carbonated water, high fructose corn syrup, caramel color, phosphoric acid, natural and artificial flavors, sodium benzoate, and caffeine. In diet Dr Pepper the same ingredients remain besides the fact that the high fructose corn syrup is changed to aspartame (Reference,
The soft drink industry in the United States is a highly profitably, but competitive market. In 2000 alone, consumers on average drank 53 gallons of soft drinks per person a year. There are three major companies that hold the majority of sales in the carbonated soft drink industry in the United States. They are the Coca Cola Company with 44.1% market share, followed by The Pepsi-Cola Company with 31.4% market share, and Dr. Pepper/Seven Up, Inc. with 14.7% market share. Each company respectively has numerous brands that it sales. These top brands account for almost 73% of soft drink sales in the United States. Dr. Pepper/Seven Up, Inc. owns two of the top ten brands sold. Colas are the dominant flavor in the U.S carbonated soft drink industry; however, popularity for flavored soft drinks has grown in recent years. The changing demographics of the U.S population have been an important factor in the growing popularity of these flavored soft drinks. The possible impact of this factor will be addressed later in the case.
Popular brands and companies typically rely heavily on brand names to unfairly convince people to buy their specific product, even though another brand would likely work almost the same. In order to do this, those companies use many elements of ethos, but they also attempt to establish the superiority of their brand with logos and pathos. In the commercial, “Colgate Dentist DRTV,” the brand attempts to persuade consumers to buy Colgate Total toothpaste by presenting their name and relatable women, followed by attractive visuals, but ultimately the advertisement fails to provide enough logic to convince a well-informed audience that it truly matters which brand of toothpaste they buy, and that Colgate is better than any
Common sense seems to dictate that commercials just advertise products. But in reality, advertising is a multi-headed beast that targets specific genders, races, ages, etc. In “Men’s Men & Women’s Women”, author Steve Craig focuses on one head of the beast: gender. Craig suggests that, “Advertisers . . . portray different images to men and women in order to exploit the different deep seated motivations and anxieties connected to gender identity.” In other words, advertisers manipulate consumers’ fantasies to sell their product. In this essay, I will be analyzing four different commercials that focuses on appealing to specific genders.
All the while the scenes change with the times, going from the sixties scene to one in the seventies and then evolving throughout the commercial, eventually taking you all the way thorough marriage, and eventually insinuating conception of the person watching the commercial. The whole while trying to get the audience to follow along, and come to the conclusion that most of us were conceived with the help of Miller Lite Beer. It seems that the advertiser’s target audience would be people conscious of their weight who may be
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We don’t see the product being drunk or compared to competitor’s products, but with the ‘no-nonsense’ slogan and a cleverly positioned still shot of the bitter the message is still clear. Despite the differences in methods all the adverts are realistic and simplistic in terms of their settings and dialogue. The whole series appear completely naturalistic and not at all staged.
It was during this time when critics, fueled by Cold war era paranoia, claimed that “mind control techniques” were being used to persuade the public into spending. (History: 1950s) In reality, this was because of the use of motivational research. Using psychology, this allowed advertisers to appeal to their consumer’s desires for acceptance, security, sex, and success. By analyzing buying habits and people’s attitudes towards products, advertisers could gauge which ads were more successful based on brand association, color, and packaging. Advertising research has confirmed that ads “emphasizing the aroma, taste, or texture of a food product […] establish their product as the relevant one for the consumer making a choice.” (Marchand xx) By using similar techniques on non-food items, those products become associated with the primal reactions of taste and
Dr Pepper Company is the oldest major manufacturer of soft drink concentrates and syrups in the United States. Dr Pepper is the company's principal brand. Cadbury Schweppes PLC acquired Dr Pepper/Seven-Up Cos. Inc. in March 1995. The new business will be called the Dr Pepper Company, which will focus on the Dr Pepper brand by handling all beverage system sales, which account for 75 percent of its business, in addition to related independent bottlers. The second operating group will be Cadbury Beverages/Seven Up Co., which will service independent bottlers not carrying Dr Pepper. Dr Pepper/Seven Up soft drink brands now hold about 16 percent of the U.S. market. Dr Pepper and Seven-Up are among the top 10 carbonated soft drinks, with Dr Pepper being the top non-cola soft drink. Other soft drink include: A&W Root Beer, Canada Dry, Schweppes, Welch's, Sunkist, Squirt, Crush and Hires (Levy 1999). According to the soft drink industry report, there is large sales growth recently in non-colas. Dr Pepper was number three in the industry. The reason is because non-colas have above-average caffeine level, and will be aimed at the 12-to 21-year-old market. Obviously, management sees this product as an opportunity to more fully participate in the growing popularity of non-colas.
Marlboro is currently one of biggest cigarette distributer in the world. Originally, Marlboro was targeted towards women with the slogan “Mild As May” Campaign until Philip Morris repositioned Marlboro at 1950, with the objective of attracting a wide target audience of American men to save their failing brand. The company began to advertise towards men because they wanted to increase customer while hoping to increase their profits. Therefore, in order to attract their targeted audience, Leo Burnett took the initiative to design the new brand image in which they use an American symbol, the cowboy. The Marlboro Man campaign was not successful merely because of the cigarettes that it advertised but instead, “Marlboro Man” represented the ways in which white males defined their status in American society. The “Marlboro Man” transformed from an advertising campaign to a representation of white American men.
There are a variety of beverages available to us today with a wide range of differences, some are flavored, carbonated, low calorie, energy boosters, and just plain water. When it comes down to carbonated drinks there are two major rivalry soda companies dominating the market. Coca Cola and Pepsi are two well know cola distributors with very credible history, but the question still remains one is America’s favorite? With the ongoing competition between Coca-Cola and Pepsi, each company is incorporating new strategies for marketing and advertising there brands. When comparing an advertisement from each of the companies, we will review how they appeal to consumers.
... a cola option that is “guilt free”. They also push the fact that it tastes the same as regular Pepsi telling them they don’t have to sacrifice taste for lower calories like most diet products. The target women is in her 20’s and 30’s single, dating age so she watches her weight. Diet Pepsi is a great option for her at the bar as well. She is middle class to upper middle class in a city, and she has no children. She dates a lot and is outgoing, she drinks and eats diet products because like all women her age she wants to look good and dreads going up a pants size.