Pepsi Advertising Essay

The text that I am going to be analyzing is the advertisement created by Bob Giraldi starring Michael Jackson in 1963. It was made to promote the campaign for Pepsi-Cola, at the time Pepsi-Cola and Coca-Cola were competing to see who had the better drink. There was a contest that was held that collected slogans from people around the world that was going to be used for the brand of Pepsi-Cola, after they found their slogan they decided they wanted something even better, which is where the commercial ad came into place, called Pepsi Generation. This campaign inspired people to think that if you drink Pepsi you are part of the newer younger generation and that was appealing to a lot of people at the time (Zyman and Brott, The End of Advertising as We Know It (John Wiley and Sons, 2003); pp. 71-73). The creator of the campaign whose name was Alan Pottasch thought that

Epizeuxis is when the same word or words are repeated right after another. In this commercial it repeats the words “you 're a whole new generation” more than once (Pottasch, Alan. “Pepsi Generation”). They did that to emphasize the fact that the kids who are drinking the Pepsi are a whole new generation of people that is going to be great and powerful. The campaign directors used this tool because they wanted people to understand the great effects of what Pepsi can do to someone. They knew that if they repeated it people would hear it more and understand it more effectively to the point where they are wanting to drink Pepsi to be part of that generation.

The Pepsi Generation commercial was made and effectively used. It persuaded people to drink Pepsi instead of Coke by using multiple tools, like ethos, appeal to popularity, and repetition for example. They used these tools very effectively to persuade a large crowd and audience. Their campaign that included this commercial was all in all very effective and