This advertisement is an attempt to appeal to “everybody” with it’s suggestive wording and celebrity endorsements ranging with popularity from the 50s, 80s, and modern era. However, the target audience overall would appeal to those interested in “pop culture” who enjoy music by these celebrities (most likely teenagers, young adults and middle aged individuals.)
The general ambiance of this advertisement recollects a sense of nostalgia for it’s older audience and comes off as reliable to it’s younger audience by using it’s endorsements. When people see a product advertised by a celebrity, it enhances it’s credibility. It also uses “togetherness” to bring together different age groups and people with one singular product.
The advertisement is completely in red, white and blue (Pepsi’s logo colors) with Michael Jackson being the only celebrity in regular color (most likely because he is the most recognizable for every age group out of the three.) The colorful/vibrant aesthetic makes it’s “main attraction” (Michael Jackson) stand out, and the words are bolded in red and blue on the only white space in the ad.
The relationship between the pictorial elements and written material tie together the message by promoting the “togetherness” of each generation and use the faces of the celebrities to demonstrate HOW Pepsi is attempting to bring each generation together.
The only space in the advertisement is the piece of white background to the left of the advertisement, which is used for the wording and an image of Pepsi cans with the celebrity endorsements faces on them.
The symbols used are the celebrities faces on both the Pepsi cans and in the background, which helps demonstrate the importance of their role in selling this product. The main idea of this advertisement is that the celebrities drink/drank Pepsi, and so should it’s audience.
While Michael Jackson and Ray Charles are seen singing, they are also smiling while doing so. Britney Spears is also seen in the corner smiling. Their facial expressions associate the product with happiness, and the “singing” poses are probably used to remind the audience of their songs/make them think of their music to associate Pepsi with their possibly favorite songs by the celebrity.
The background signifies the important of the celebrities, and is used almost as a “timeline effect”. The top right presents Ray Charles, who was popular around the 1950’s. Britney Spears is in the top bottom, and is popular in the present time. Michael Jackson, however, is in the middle and stands out the most (as he is the only one in regular color), and although he was his most popular around the 1980’s, he is most likely well known by each generation.
The action taking place is their “most iconic” celebrity endorsement singing in the front with well-knwon celebrity faces in the background.
The theme of the advertisement is celebrities and how they relate to Pepsi products.
The language used is simple, yet is trying to elicit an emotional response. That emotion can include nostalgia, interest, and familiarity.
The typeface used is a vibrant and bold text in blue and red (the most memorable colors.) They convey importance in the message and make it easy to remember.
The item being sold is Pepsi’s soda cans. The role being played in American society and culture is the emphasis America places on it’s celebrities/famous singers and soda consumption (which is one of the countries with the most highest carbonated drink consumption worldwide).
The best way to describe the photo angle of this advertisement is “Bokeh” and a “close-up shot” (Bokeh is used when the background is blurred to make the main attraction stand out more.) Although the background isn’t blurry, this type of technique is being used to make Michael Jackson stand out the most. The significance of a “close up shot” is how it draw’s attention to what matters most. The lighting is also faced towards him, to emphasize his characteristics. He is angled in a sort of “side profile” manner because it was used from what seems to be a live performance.
The cultural attitude of this advertisement is that celebrities are important, and if they advertise a product, it also means the product is important. Our culture places a significance on the use of celebrities, and sociologically, furthers this belief.
