Analysis of the Pepsis and Bacardi Limons Advertisement - Essay Example

Advertisement Analysis The kind of details used in an advertisement can help in targeting it towards a specific audience. Both advertisements examined in this paper are for drinks, the first is for Pepsi and the second is for an alcoholic drink – Bacardi Limon. The first advertisement carefully projects the image of Pepsi as a fun drink that all members and all age groups enjoy. This perception is heightened by the picnic setting where everyone is having a good time. The men hold Pepsi bottles, as also the girls. The pepsi bottles in the picnic box further heighten the impression that it’s a drink meant for outings and is even better than beer. Another significant detail is the Pepsi icon in the shape of a ball, where the text states: “it’s the cola”, further reinforced by the football nearby on the picnic table, which further heightens the impression that this is a drink associated with fun and games. The heart shaped carving on the tree with “pepsi and BBQ” engraved within it is a useful little detail that implies Pepsi is made for such outdoor occasions. As opposed to this, the second advertisement is set in a bar/disco/party setting, which conveys an impression that the drink belongs in a more adult, sensual setting. The words in the advertisement convey the mood: “Mischievous, mixable, magical”. This is substantiated by the image of the sexy woman reflected in the glass of the man who holds it, implying that it’s the drink that has brought her into the palm of his hand – a magical experience. The use of mirrors, the shiny clean bar, the sparkling crystal bottles and glasses, coupled with the reflections of the lights, all contribute to the impression of a magical kind of dating environment, where the drink appears to be the prop that aids the man in capturing the woman he desires. The separation of the man at the bar from the rest of the party goers who are reflected in the mirror also heightens this experience, as if the man is alone at one end and is dreaming of the events occurring in another dimension, i.e, beyond the glass. One significant detail is the bunch of lemons that are reflected below the bar, adding the only splash of bright yellow color in the room, a color reflected on the Bacardi limon bottle, adding to and amplifying its message of freshness and magic. The tone of the first advertisement is one that is centered about fun and outdoor happiness. It is the simple enjoyment of a natural, daytime, outdoor setting, with drinks, good food and games to add joy to the occasion. The advertisement conjures up the tone of a homely, healthy barbeque outing. The second advertisement is in an indoor, night time setting and the tone of the advertisement is sensual. It projects an atmosphere of glamour and sexual liberation, a party that is akin to some other-worldly experience, with sexy women and dim, subdued lighting. The reflection of one glamorous woman within the frame of the man’s glass is a masterful touch. The background of the first advertisement is a park, the lawns are green and cars can be seen, parked in the background. The clear sky shows that it’s early in the evening and there are lots of lush green trees, providing ample shade for the cars parked under them. The background in the second advertisement is the large hall/room where the party is taking place, the scene of which is reflected in the mirror. It shows a large number of glamorous men and women, dressed stylishly and conversing as they hold drinks in their hands. Both the advertisements have made excellent use of copy to convey a message about the products advertised. For instance in the first advertisement, the tree in the foreground advertises the product within a heart shaped carving which reads “Pepsi and BBQ”, implying the mutual love between the two, and suggesting that couples in love would enjoy Pepsi in a special way. The ball shaped Pepsi icon floats in the air near one corner of the advertisement and reads “It’s the Cola”. These words imply that it’s the drink that adds joy and cheer to the picnic occasion and characterizes it as a universal drink suitable for fun occasions. The second advertisement relies on three simple, alliterating M words – Mischievous, Mixable, Magical. Each of these words symbolize the quality of the product which is reiterated in the ad. Mischievous because the man holding the drink is ogling the woman without her knowledge, magical because the implication is that the drink allows the man to mix such a tempting woman into his own drink and hold her in his palm and magical because of the reflections in the mirror and the clear glass that create a fairy tale like setting. The copy therefore serves to emphasize the sexy, glamorous, yet fresh and appealing mood the advertisers wish to convey. In the first advertisement, all the models are laughing, as if a joke has just been cracked. The manner in which the first model sits astride the bench, her legs outstretched suggests that she is relaxed. A female model leans into a male model and he raises his drink as if in a toast, also suggesting an aura of celebration and gaiety. The other female model leans onto the model at the barbeque in a relaxed, happy pose as she laughs uninhibitedly. Their expressions are relaxed and contended, enjoying the joke and the fun occasion. In the second advertisement, the model holding the glass has an admiring look on his face as he examines the reflection in it, as if he is chuckling privately to himself at his private fantasies. His head is tilted slightly to one side as if to better enjoy the view. The model reflected in the glass stands in a sexy pose with a drink in her hand, leaning her head back over one shoulder to look at the male model with a sultry look. The other models, both male and female, are dressed in expensive evening wear, the women in slinky gowns and the men in smart suits. Their expressions reflect their absorption in themselves and the overall mood which is one of temptation and sexuality at a party. The values implied in the first advertisement are clean, healthy fun. It is a casual occasion and the models are not obviously paired up with each other, it appears more like a group of friends on an outing. The drink is non alcoholic and the setting is an outdoor one in the midst of mother Nature, all of which heighten the impression that the product is a fun drink. However, the second advertisement is geared to appeal to fantasies and projects an aura of glamour, romance and excitement. The product being advertised is an alcoholic one, and values implied in the ad are sexual freedom, temptation and a come hither approach, where the drink makes hidden fantasies come true. Society is likely to approve of the first advertisement which appears harmless and non corruptive of morals. But the second advertisement could give rise to controversy, because it offers blatantly sexual images simmering beneath the surface, yet pushes an impression of freshness and mischief allied with the lemony tang of the drink, thereby presenting an alluring temptation. The scantily dressed women could be yet another ground for objections. Personally, I feel that the second advertisement has a lot to offer in terms of its design, color and the manner in which the images are presented. The use of the mirror and the images and lights reflected in it enhance the fairy tale, glamorous image. The use of the lemons as the one splash of color, reflected in the bottle displayed prominently in the foreground is yet another excellent design aspect. The first image is however, a straightforward photographic presentation in a natural context, although I appreciate the little touches, like the carving on the tree and the ball with the Pepsi icon, which reinforce the image of the product in the viewer’s mind. Read More