Pepsi's Comparative Advertising

Advertising is a multi-faceted way to generate billions of dollars in revenue by targeting and creating a consumer’s desire for a product. Advertising is essential in how it allows businesses to effectively compete with one another for the attention of consumers. In fact, Jib Fowles, author and professor of communication at the University of Houston, used studies of Harvard psychologist Henry Murray to develop a list of fifteen basic appeals in advertising. While there is a plethora of appeals, the optimal goal of advertising is to raise awareness of something exciting the business has to offer. With regards to this, the thesis for Pepsi’s advertisement is: Pepsi is the exciting product of a new generation and coke products are outdated. This

Comparative advertising is when the product is compared to contrasting colors or items in order to make it look more appealing. In particular, the ad utilizes imagery in faded neutral colors in contrast to Pepsi’s bright red, white, and blue. The purpose of this comparison is to make Pepsi appear to be the latest cutting-edge product. In the same comparative sense, coke is associated with items that were well known such as a baseball and an electric guitar. Subsequently, the old-fashioned Coca-Cola bottle is discovered and the professor has no idea what it is. The purpose of this was to convey that while Coke was once popular, it became outdated like the rest of the artifacts. By the commercial’s end, Pepsi’s victory in the consumer’s choice competition is shown, as people would rather choose the fresh Pepsi than the archaic dusty coke

Another notable aspect is that the intended audience is teenagers. The discovered items of a baseball and an electric guitar as well as being in a class with a professor are aspects that teenagers can relate to. The employment of curiosity was successful as well as incorporating humor into the commercial. The humor of the professor is effective in that it creates a softer perception of the competition between Pepsi and Coke but it does not go out of hand.
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This advertisement is effective and it relies on the need to satisfy curiosity. It is aimed at younger individuals and its central message is conveyed through comparative advertising, repetition, and some humor. The binaries of muted colors to Pepsi’s bright colors, and of old-fashioned to new makes Pepsi appear to be the next innovative product for teenagers among fading products of the