Advertisement is such a vast domain that is worth investigation and evaluation. Nowadays, advertisements have filled in the TV screen every now and then; either in specific times for commercials or in between TV shows. “A curious thing about advertising is that most people think it works on everyone but themselves” (373). However, advertisements are manipulative techniques that tend to drag the senses and minds of the audience even if not directly addressing his consciousness. In fact, when choosing a favorite advertisement, one gets so much puzzled by the variety and enormous number of advertisements. In the current paper, a special kind of commercials is to be addressed; that is soda commercials. To be more specific, a special emphasis will address Pepsi commercial starring Enrique Iglesias, Britney Spears, Beyonce and Pink. Actually, Pepsi commercials are of a unique kind, because they do not really make direct reference to their product and its advantages, and yet, they are of special value.
In a nutshell, Pepsi commercial marketing team has managed to introduce an attractive marketing logo along with a sense appealing commercial add that dazzle the audience and tune his ears.Pepsi commercial starring Enrique Iglesias, Britney Spears, Beyonce and Pink is a rather puzzling kind of commercial. No one really knows who is benefitting whom in here! For any commercial shall be highly benefitting from such well-known, famous and lovely stars, however, given the fact that Pepsi is a self-selling product, so is it proper saying that it is Iglesias, Spears, Beyonce and Pink’s desire to get more popluar. Such stance has no stable grounds though.”The thing about soda commercials is that they actually have nothing to say” (“Battle for your Brain,”1991).
Instead of presenting facts, soda ads play to people’s emotions, trying to associate feelings of excitement, youth, energy, and sexual attractiveness with the brand. (374)Thence, it can be concluded that these kinds of commercials do not address specific advantages or senses; they are merely propagating, self-stimulating kinds of commercials.In fact, the beginning of any brilliant commercial starts from its marketing logo. In this special regard, the symbol of Pepsi, which is attractive, however of an unknown source for some, is taken from the Yin-Yang symbol.The Yellow Emperor said ”The principle of Yin and Yang is the foundation of the entire universe.
It underlies everything in creation. It brings about the development of parenthood; it is the root and source of life and death it is found with the temples of the gods In order to treat and cure diseases one must search for their origins.”Heaven was created by the concentration of Yang, the force of light, earth was created by the concentration of Yin, the forces of darkness. Yang stands for peace and serenity; Yin stands for confusion and turmoil. Yang stands for destruction; Yin stands for conservation. Yang brings about disintegration; Yin gives shape to things.
… (Ebrey, p. 77)This creative logo; the yin-yang like symbol, is some king of a subliminal message; the name adopted by McGrath for hidden messages aiming at further propagating the product. Though Pepsi’s logo is wide-spread and brilliant in colors, it bears within some accidentally philosophical meanings.Subliminal messages come in various forms in the case of Pepsi. Since the commercials do not base themselves on cognitive messages directed to the audience, they attempt at conveying messages through other forms.
In fact, hiring very famous singers; the above mentioned in the English version, or super star Amr Diab in the Arabic version is a the first message to tempt others to use the product used by these sexy and charming faces. Sometimes also accidents play some role. For example,During the primaries, some bloggers argued that Obama’s insurgent campaign made him Pepsi to Hillary’s establishment Coke. An eagle-eyed observer (who happens to work for Pepsi’s P.R. firm) noticed that during the primary debates, Obama could be seen refreshing himself with Aquafina water—a Pepsi brand—while Hillary Clinton drank Coke’s Dasani. In addition, Wonkette and others have noted that the round “Obama ’08” logo is similar to the red and blue yin-yang-like symbol that Pepsi-Cola has used since 1991. (Ledbetter)Ironically enough, celebrities propagate for products that need not propagation.
For example, Neil Young sang;Ain’t singin’ for pepsiAin’t singin’ for cokeI don’t sing for nobodyMakes me look like a jokeThis note’s for you.Although Young intends to make a joke of those who sing for commercials, his mere mentioning to the products can be rendered a commercial of another kind. Pepsi’s marketing team is a proven successful one for the fact that he produced commercials, bearing no actual serious meaning, however attractive and self-appealing.It is an undeniable truth that advertisements are the road for immortalizing products’ names on screen and in the minds of audience. Variably, each company chooses its method in propagating and producing its commercials. Nevertheless, Pepsi has succeeded in keeping its name shining on the screen through famous stars through years. It might be a note of concern of some who think of the cognitive meanings of any commercials. However, what is the aim?! It is profit at the end, and since it has been achieved, nothing else matters.
Works consulted:Ebrey, Patricia. (1993). Chinese Civilization : A Sourcebook. (2d Ed.).
New York: Free Press. Retrieved on April 9, 2010 from: http://fly.cc.fer.hr/~shlede/ying/yang.htmlLedbetter, James. (2008). Obama: the Pepsi Candidate, the Democratic presidential nominee and the soft drink have strong affinities.
Retrieved on April 9, 2010 from: http://www.
slate.com/id/2198198/McGrath, Jane. (4th Ed). (2005). Building strategies for College Reading: A Text with Thematic Reader. Prentice Hall.
Pearson Education.Young Neil. (1988). This Note’s for You. Retrieved on April 9th, 2010 from: http://www.songfacts.com/detail.php?id=75