INTRODUCTION:
I have chosen a commercial advertisement by Pepsi which was launched in 2012’s Super Bowl. Through this ad, they are trying to sell the product to a major share of people. They seem to claim that when somebody drinks Pepsi, they get happy and enjoy a great mood while drinking it. It also shows that everybody has a right to drink it irrespective of social status. This advertisement which is titled as “King’s Court Pepsi” commercial can be seen here: http://www.youtube.com/watch?v=Rcf01QTcO6E.
SUMMARY OF THE AD:
The commercial starts by showing the spectators a ceremonial king’s hall where the extravagant throne is placed. He is dressed up in a flashy robe ornamented with leopard print and acrylic jewelry. Sir Elton John is seated on his throne and is playing the role of the royal king. Later on, it is seen that both a male entertainer and a female singer struggle to impress the royal majesty. The male comedian performs badly on a song ‘Hot in Here’ which is sung by singer Nelly Fertado. Then it is the female singer’s turn. Her role is played by Melanie Amaro who is a winner of the reality show American X-factor. She performs on her own version of the famous song ‘Respect’ by singer Aretha Franklin. Then, it is shown that both of them are judged by the distinguished artist Elton John. The male jester is thrown into the dungeons, whereas the female singing artist is given the reward of Pepsi. But, the female artist does not accept the king’s offer for Pepsi and she hits the lever by throwing her can towards it. The king is then thrown into the dungeons.
EXPLANATION OF THE AD:
CRITICAL ANALYSIS:
This commercial has a great liaison with Pepsi’s tagline ‘Where there is Pepsi, there is music.” Pepsi has used the television reality show winner, Melanie Amaro, who was the winner of American X-factor. The eye-catching and colorful ad has attracted a large audience which is not restricted to a particular age, social class, gender or race. The commercial shows that Pepsi is an equal brand for all. Everyone can drink Pepsi to enjoy and stay happy. It gives a message that the middle class should be given an equal status by those who belong to the upper social class. Pepsi is considered as a drink which only rich and famous can buy. It can be observed that during the performances of both entertainers, the audience which was shown to be engrossed was a mixed group. They varied in age, dressing and race. This also emphasizes upon the audience that they should not be discouraged to buy this drink as it is for everyone.
This tries to communicate two precise messages. The commercial exposes the principles of successful public expression and replicates the existing socio-economic class resistance. Analysis of the performance of Elton John, the male comedian and Melanie Amaro gives an impact to the significance of the body gestures and language used in order to give a message to another person. It can also be said that the ad gives a silent message of understanding the principles of public speaking. It may also be seen as one of the possible cause and solution for the conventional socio-economic level issues.
A persuasion method of association is being used in the ad to convince the audience that if they buy and drink Pepsi they will feel to be a part of a higher social class. They can feel inner satisfaction that they have been associated to an upper level class. When the commercial begins, it is shown that Pepsi was being linked with Elton John and his people. Later when the female singer performs and wins the hearts of spectators, it is shown that everyone rushes to get pleasure from the revitalizing drink. Pepsi has cleverly used Melanie Amaro in this advertisement. She was a normal lower-middle class citizen. This also gives strength to the view that Pepsi has been associated with someone whom people have saw becoming famous and eventually rich.
Pepsi has a vast background of information which will assist in understanding the advertisement in a better and convenient way. Pepsi has always been proud of itself as it has been successful to attain a positive image among the audience if the commercial. It’s trythinghe same case in the advertisement. It started with a negative act of rejecting the joker and throwing him in the dungeon. But later when Melanie Amaro has finished performing, it is shows that everything has become positive. They have also used a little bit of humor in this advertisement by altering the characters, dresses and other things.
Advertising helps Pepsi to attract almost 65% of their expected profits. In 2011, they earned $68,738 billion and in 2012, they earned $64,891 billion. Pepsi has now initiated the trend of celebrity endorsements for their sales promotions. Previously, many famous celebrities have done promotional ads for Pepsi. These artists include Ray Charles, Jeff Gordon, Janet Jackon, Mariah Carey, Michael Jackson, Madonna, Britney Spears and a few others. They have done promotional campaigns through different modes of promotion. This may be in the form of printed media ads in magazines, newspapers, and on the internet. The main motive of these celebrity endorsements is to promote the particular brand and help in increased sales. But recently, they have discontinued their contracts with famous celebrities. Now they claim that these celebrities are too famous and they tend to over shadow our own product.
Pepsi decided to launch their new ad during the famous game Super Bowl in 2012. This shows their view about the desired target audience. Mostly men are ardent audience of the annual Super bowl. Besides this, another aspect to this can be that Pepsi had this already under consideration that many people who attend or host sports related parties have different type of snacks and food present with them. So, it’s the ideal time to convey your message as people will really urge for a good quality drink to wash out everything eaten. This ad within the game will convey the desired message to customers that Pepsi may be a good option.
After an in-depth analysis and examination of all performances of the characters, it can be said that the ad surely represents the socio-economic battle among everyone. It is a matter of 1 versus 999 percent. Higher upper class forms the 1 percent whereas the lower and middle classes are formed of 99 percent (Schulz 2011). Sir Elton John is symbolizing the 1 percent of royalty. The common people are symbolized by Melaine Amaro which depicts 99 percent.
Another message of this ad is of universal respect for everyone. Melaine Amaro chooses to sing the song ‘Respect’. This may not be a very good choice of music but there is a strong message within the song. She keeps repeating the word ‘RESPECT’. It has been highlighted that every person deserves respect, appreciations and acknowledgement. After destruction of the king’s royal throne, it shows that Amaro has set a new level of respect within the society. It is then shows that when a Pepsi can is offered to Amaro, she rejects the chance of getting into the upper class and reinforce the hierarchy. Instead, she demands that every person should receive an equal level of respect in the society.
CONCLUSION:
Pepsi has always produced ads which are centrally based upon positivity and happiness. This is also reflected in their promotional advertising campaigns. Every commercial advertisement reflects a different positive societal message to its customers. This ad shows that the king in the society which is referring to the court should provide social justice among its people. He should not indulge in extravagant lavish spending. The gap between upper and lower social classes should be reduced.
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