A 2014 Pepsi Advertisement, Essay Example

The object I chose for my project is a 2014 Pepsi advertisement that shows a young, American boy in a foreign place—most likely China—and he wants to become incorporated into the tranquil and calm setting within a Chinese monk community. To enhance the authenticity and believability of the setting, there is Eastern-style music playing in the background. The monks residing in the community are skilled at the practice of Kung Fu, which the young boy has apparently not been exposed to previously. The young boy knocks at the door of the insulated monk community. The advertisers underscore the skill, honor, and courage evinced by these monks who wear seemingly authentic garments that were easily recognizable and discernible by members of the East Asian community. The eldest monk answers the door when the American boy knocks on it, and it is clear that the monk has emblazoned on his forehead a symbol that the other monks have as well. Initially, the significance of the symbol cannot be discerned, yet it is obvious that the boy initially does not receive the symbol. As such, it is insinuated that one is given the symbol if he or she exhibits mastery of Kung Fu. The boy begins his training and struggles to grasp the skills needed for that brand of martial arts. The boy fails his first test, which is communicated to the audience when the elder monk shakes his head after the boy’s performance. When the American prodigy transforms into a man, he goes through the test again and succeeds, as he completes every test with authentic style and unique flair. He even goes above and beyond to use his bare hands to break through a large stack of bricks. Overjoyed at what he has witnessed, the elder monk picks up a can of Pepsi, which the other monks follow suit, and they open up the soda can and quickly gulp down the product. The American does this as well. The advertisement ends when the young boy has the monk symbol emblazoned on his forehead, which the audience quickly realizes is the back of the soda can.

The commercial concludes with the young prodigy receiving the monk symbol on his forehead, which is imprinted on him vis-à-vis the back of. After receiving his symbol when a Pepsi can is smashed into the boy’s forehead, the monks surround the boy in triumph and congratulations while the slogan “Ask for more” is at the center of the screen.

The iconography used in this advertisement is cogent and saturated with multivalent meanings. Pepsi appears to be an international brand that cultivates a sense of inclusively and community by grafting in eastern iconography with western sentiments. Pepsi empowers the young boy to acculturate into this community, as it appears to be a product that brings together East and West. This advertisement also reflects the epochal concern of obesity, which has remained a preoccupation in the United States for the last decade. Soda companies have had to change their marketing strategies in recent years because of the escalation of childhood obesity. This advertisement frames Pepsi, a high sugary drink, as not harmful or pernicious to human health, which is why people were convinced to continue consuming it. Monks are well known for their austere lifestyle, strenuous habits, and nutritious diet, which starkly contrasts with the American diet in which consuming unhealthy drinks like soda was a quotidian feature. Thus, the advertisers juxtaposed the life on monks with the consumption of Pepsi to convey to people that Pepsi fits in with the healthy lifestyle of a monk, so it is okay for viewers to drink it and stay healthy. Moreover, it is a drink that can be used to toast to achievements instead of alcohol.

There are a number of significant attributes that aids in achieving the goal of the Pepsi’s communication advertisement. One of the essential elements of the advert is that it promotes cultural values of a particular group of individuals. The Western styled music is used as a means of reaching a wide young audience. The pop stars provide additional means of ensuring that the coverage is massive. The Kung Fu art is incorporated in the advert to promote an understanding of the Chinese values and traditions. The value irony provides a reflection of individuals’ desires. The elements present reflections on individuals’ intentions. The purposes consist of the features that activate individuals’ emotional feelings. The magical effects of the advert aid in the creation of dreams for people in real life situation.

The color of water and fire are significantly used in achieving the goal of the communication. The two colors are blue and red. The color blend symbolizes the brand’s color. According to the traditional Chinese cultural values, some elements have value cultural significance. Water and fire are among these elements. Together with other elements, water and fire have been used in determining phenomenal correlations. The Chinese tradition is conveyed through the advert.

While the advert may be effectual to some group of individuals, the value of the advert may lack merit to a particular group. The level of influence of the advert is a factor of a person’s feeling when watching the advert. Consequently, the advert lacks merit owing to the ambiguity with which it aimed to communicate. For instance, people are likely to develop negative perception regarding the advert. Some people are likely to perceive the advert as misleading. The whole advert has a lot of fantasy elements incorporated in it, and it is, therefore, difficult to relate these elements with real life occurrences. Moreover, not everyone is fascinated by the Chinese culture. Hence, the advert may fail to have a broad coverage significance.