A 2014 Pepsi Advertisement, Essay Example

The object I chose for my project is a 2014 Pepsi advertisement that shows a young, American boy in a foreign place—most likely China—and he wants to become incorporated into the tranquil and calm setting within a Chinese monk community. The enhance the authenticity and believability of the setting, there is eastern-style music playing in the background. The monks residing in the  community are skilled at the practice of Kung Fu, which the young boy has clearly not been exposed to previously. The young boy knocks at the door of the insulated monk community. The advertisers underscore the skill, honor, and courage evinced by these monks who wear seemingly authentic garments that were easily recognizable and discernible by members of the east Asian community. The eldest monk answers the door when the American boy knocks on it, and it is clear that the monk has emblazoned on his forehead a symbol that the other monks have as well. Initially, the significance of the symbol cannot be discerned, yet it is obvious that the boy initially does not receive the symbol. As such, it is insinuated that one is given the symbol if he or she exhibits mastery of Kung Fu. The boy begins his training and struggles to grasp the skills needed for that brand of martial arts. The boy fails his first test, which is communicated to the audience when the elder monk shakes his head after the boy’s performance. When the American prodigy transforms into a man, he goes through the test again and succeeds, as he completes every test with authentic style and unique flair. He even goes above and beyond to use his bare hands to break through a large stack of bricks. Overjoyed at what he has witnessed, the elder monk picks up a can of Pepsi, which the other monks follow suit, and they open up the soda can and quickly gulp down the product. The American does this as well. The advertisement ends when the young boy has the monk symbol emblazoned on his forehead, which the audience quickly realizes is the back of the soda can.

The commercial ends with the young prodigy receiving the monk symbol on his forehead, which is imprinted on him vis-à-vis the back of. After receiving his symbol when a Pepsi can is smashed into the boy’s forehead, the monks surround the boy in triumph and congratulations while the slogan “Ask for more” is at the center of the screen.

The iconography used in this advertisement is cogent and saturated with multivalent meanings. Pepsi appears to be an international brand that cultivates a sense of inclusively and community by grafting in eastern iconography with western sentiments. Pepsi empowers the young boy to acculturate into this community, as it appears to be a product that brings together East and West. This advertisement also reflects epochal concern of obesity, which has remained a preoccupation in the United States for a last decade. Soda companies have had to change their marketing strategies in recent years because of the escalation of childhood obesity. This advertisement frames Pepsi, a high-sugary drink, as not harmful or pernicious to human health, which is why people were convinced to continue consuming it. Monks are well known for their austere lifestyle, strenuous habits, and nutritious diet, which starkly contrasts from the American diet in which consuming unhealthy drinks like soda was a quotidian feature. Thus, the advertisers juxtaposed the life on monks with the consumption of Pepsi in order to convey to people that Pepsi fits in with the healthy lifestyle of a monk, so it is okay for viewers to drink it and stay healthy. Moreover, it is a drink that can be used to toast to achievements instead of alcohol.

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