Media Advertisement, Essay Example

Pepsi SuperBowl Halftime Advertisement with Bruno Mars

The below advertisement analysis is based on the new Pepsi advertisement for the Half Time Show, featuring celebrities and an appealing youth lifestyle associated with the product. The authors would like to determine whether the ad reaches the audience and if it is an effective tool of persuasion.

Description

The theme of the advertisement is the SuperBowl championship, as well as half time. It targets people who are already geared up for the half time show. In the advertisement film, the players are ready for playing when a group of girls appear asking for help. The players are too interested in the game, but when the girls say that they have Pepsi, they decide to take fifteen minutes. It is a story-telling of the “first half time” in the games, set in the 1920-s Using celebrities and music from Bruno Mars, product images and sports themes alongside with humor, it is a real lifestyle advertisement with strong branding elements. The appearance of the narrator in the commercial suggests that viewers see the real story of the first half time.

Persuasive Techniques

Celebrity spokesperson. One of the strongest persuasive elements of the commercial is celebrity placement. Julia Louis drinking Pepsi and Bruno Mars’ song, a promise to see him in the half time show live has a strong persuasive effect. The celebrity spokesperson effect is, however, combined with the “bandwagon” effect. If players, who are strong, committed and fit believe that Pepsi is worth to take a break from the game, customers would, too.

Humor. Another strong element of the commercial is humor, which is placed in the ad to emphasize the brand image as a youthful, individual and innovative product. It also helps consumers remember the scenes and ads, especially when they make purchasing decisions.

Emotional Appeals. The feeling of excitement and doing sports is deliberately associated with the product: Pepsi.

Fallacies

 Closely examining the storyline of the commercial, it is not logical to take a break from an important game just to have a drink. Further, the advertisement indicates that players would not be motivated by appealing appearance and good-looking girls as much as Pepsi. This looks not only illogical but unrealistic as well. However, for the purpose of humor placement, it is likely that not many consumers would think about this controversy. Further, in the 1920-s, it is not likely that there was an African American player in the beginning of the game, as several viewers have pointed out. This is just another discrepancy that can be put down for creativity of the ad creators.

Effectiveness Analysis

The targeting of the audience is the main strength of the advertisement. It is likely that Pepsico completed a market analysis before creating the theme and message of the advertisement. They must have also considered the demographic characteristics of viewers and the length of the advertisement. They managed to tell a story in 30 seconds, make a promise that Bruno Mars is going to appear in the Half Time Show live, place the product, get celebrity endorsement and place humor in the advertisement that makes consumers remember the ad, as well as the product. It creates excitement for not only the show, but the brand. Further, it successfully communicates brand image towards targeted audience. As a part of a larger campaign to draw attention to the Half Time Show, the NFL match and the main sponsor, Pepsi, it is an effective commercial that is likely to strengthen all brands featured in it.

References

(n.a.) (n.d.) Academic Vocabulary: Analyzing Persuasive Techniques in Advertising. Copymaster. Retrieved from: http://www.classzone.com/cz/books/ml_lit_gr12/resources/pdfs/media_analysis/HS_15_Ad_Techniques2.pdf

Abernethy, J. (2002) Analyzing Commercials: Recognizing Methods of Persuasion and Becoming a Critical Consumer. University of Delavere. Retrieved from: http://www.cas.udel.edu/dti/curriculum-units/Documents/curriculum/units/2011/02/11.02.01.pdf

(n.a.) (2014) Super Bowl 2014 commercials: Pepsi There Since the First Halftime. Retrieved from: http://www.starmedia.us/entertainment/super-bowl-2014-commercials-pepsi-there-since-the-first-halftime.html