Scribd
Upload
76 views

Analysis of Pepsi Brand Advertisement 1

This document analyzes a Pepsi advertisement campaign called "The New Skinny Can". The ad features a thin woman drinking Pepsi through a straw to appeal to women's insecurities about body image and weight. It aims to associate drinking Pepsi with losing weight and gaining a desired body type. The ad uses several techniques like axial alignment of elements, proportional sizing of images and text, and dominant blue coloring to create a positive perception of Pepsi and convey the message of the "skinny can" in an organized, attractive way. The analysis explores how the ad applies concepts like brand archetypes to effectively target and influence its audience.

Uploaded by

Anhelina
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
76 views

Analysis of Pepsi Brand Advertisement 1

This document analyzes a Pepsi advertisement campaign called "The New Skinny Can". The ad features a thin woman drinking Pepsi through a straw to appeal to women's insecurities about body image and weight. It aims to associate drinking Pepsi with losing weight and gaining a desired body type. The ad uses several techniques like axial alignment of elements, proportional sizing of images and text, and dominant blue coloring to create a positive perception of Pepsi and convey the message of the "skinny can" in an organized, attractive way. The analysis explores how the ad applies concepts like brand archetypes to effectively target and influence its audience.

Uploaded by

Anhelina
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
You are on page 1/ 5

ANALYSIS OF PEPSI BRAND ADVERTISEMENT 1

Analysis of Pepsi Brand Advertisement

Author Name

Institution
ANALYSIS OF PEPSI BRAND ADVERTISEMENT 2

Introduction

There is no secret that corporations use advertisement for selling their products and

increasing profit margin. The advertisement is also used to send certain hidden message to

customers through ads and therefore, it changes the way the public perceive a product in the

market. Pepsi is one of the brands in the United States and worldwide, which is highly

recognized in the market. In advertisement, companies are very smart and they use words and

images, which attract people and also build emotion of the people. It is also stated that certain

information, which are used by companies are having symbolic messages within the ads and

therefore, they unconsciously changing the perception of the public about the product and make

them appealing in way that customers would want to buy them[ CITATION Pra14 \l 1033 ]. The

advertisers are very smart they use logos, Ethos and Pathos to make advertisement more

appealing to the public and therefore, people find themselves buying the product. Therefore, the

analysis is focusing on “The New Skinny Can” one of the advertisement released by Pepsi brand

to the market few years ago. The purpose of this is to look into the application brand Archetype

theory and the impact it created in the market.

The ad “The New Skinny Can” presents a pretty woman and the concept of skinniness to

make consumers to be attracted to the product. In addition, the outfit of the woman send a clear

message to the audience that the woman’s outfit, makeup and the fact that she is drinking a soda

using straw make her very classy and wealthy. It means that wealthier and classy people drink

Pepsi. According to Kayabaş, Boyraz, and Derdiyok (2017), woman are driven by emotions and

especially if it is about their body insecurity and usually not accepted of self-worth. One of the

most fear of women is physical appearance and therefore, they would love to associate with any
ANALYSIS OF PEPSI BRAND ADVERTISEMENT 3

product, which add value to their physical appearance. Most women are looking for the best way

to lose weight and get the body, which they always dream and they would do what it takes to get

the shape and beauty they want. This is what drive the advertisement “The New Skinny can” to

get women love Pepsi drink. Pepsi knows the interest and the perception on women when it

comes to needs and wants and therefore, they take advantage of that to get their product loved in

the market.

In “The New Skinny Can” there are three aspects, which have been used to convey a

message to customers and attract the specific market segment or demography. One is the woman,

the Diet Pepsi Can and the text or the slogan used by the Pepsin “The New Skinny can.” Which

is written in vertical style to make it look attractive. It is also noticeable that all the three

components are aligned in a vertical axis. It very likely that the advertiser knowingly used this to

mean to create a balance between the components are therefore, it implies that the brand is well

organized form[ CITATION Pra18 \l 1033 ]. This is to create a perception in mind of the public or

targeted customers that when meal cannot be organized without a brand of Pepsi. It could also

mean that the advert is about creating a perception that when someone think of Diet Pepsi, the

only think, which would come to mind is organizing the way to eat and not just eating whatever

we get but a well-balanced. Therefore, the axial balance is used in this case to reflect the concept

of being well organize instead of being messy. Furthermore, the idea of the alignment used in the

advertisement is to bring out the new shape given to the Diet Pepsi can. This remind us of the

bodies of the skinny and tall models as shown with the model used in the advertisement.

The pictorial pattern used in the advertisement is another element, which the advertiser

has used to bring out the concept and create perception in the market. In the advertisement the
ANALYSIS OF PEPSI BRAND ADVERTISEMENT 4

proportion of the text is less than what is taken by the picture. And there is also a proportional

relation between the image and the text used by the advertiser. It is vivid both the image of the

woman sipping Pepsi can using straw is situated in vertical direction, the text is also written in

the same direction. This is meant to create certain harmony with the image represented by

advertisement in a horizontal direction. This is meant to create the center of attraction to bring

out the information or message being passed to the audience and help in creating a strong

positive perception about Pepsi Can in the market. The color of the theme is very significant as

well and we can see a dominant color of blue, which means the sky and this could mean success.

it is important to note that several techniques are used to create a string perception of product in

the market.
ANALYSIS OF PEPSI BRAND ADVERTISEMENT 5

References
Kayabaş, T. D., Boyraz, G., & Derdiyok, R. (2017). Examining Coca-Cola and Pepsi Brands under the Basis
of Globalisation and Multinational Companies. International Journal of Academic Research in
Business and Social Sciences, 2-35.

Muzumdar, P. (2014). A Study of Business Process: Case Study Approach to PepsiCo. SSRN Electronic
Journal, 2-15.

Tripathi, P. (2018). MARKET ANALISYES FOR POSITIONING OF PEPSI & COCA COLA IN INDIA. Jorunal of
business and management, 2-15.

You might also like