Pepsi uses Britney Spears as a spokes model for their product by taking advantage of her celebrity and sex appeal to get people to purchase their soda. The pop star is shown singing to a large crowd of fans wearing a midriff baring top reavealing her well toned stomach and ripped faded jeans. Her thong sits on her hips and comes out of her jeans just enough to spark some curiosity about what is underneath her clothes. There is also a caption on the bottom of the ad that reads, "Ask for more" along with the star's autograph in the right hand side of the ad.
This advertisement is trying to appeal to teenage girl's desires to feel sexy. Using an icon like Britney Spears who is idolized by young girls is going to make teens feel that they can become closer to the star's attractiveness if they drink Pepsi like the star does. This ad claims that if you drink Pepsi you are sexy and important.
By including the phrase "Ask for More," it assumes that you need to have more than the average person and by drinking Pepsi, you will have this, just like Britney Spears does. As Americans, we are always wanting the best of the best and always wanting more. It seems like people are never satisfied and are always trying to compete. This drink allows girls to reach an even closer level of their satisfaction to be the best. Also, her autograph gives Pepsi a form of authenticity.
The crowd in the background is a huge part of the ad's persuasion. By showing how many fans she has and that people want to come see her perform is an appealing fantasy for girls. They not only want to feel sexy, but also want to feel important and wanted.
1 comment:
This analysis is very accurate and thorough, having said that, I think it is important to recognize what the ad implies versus what it actually says. The ad states a very simple phrase "Ask For More," which leaves the viewer to decide what that actually means. Ask (demand) for more things, by being a diva? Or ask for a refill on that Pepsi? Whatever the case, ads like this let the reader's mind translate it to be whatever they want it to be, which is effective marketing because nobody likes being told what to do or how to think.
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