Hegemony helps me further understand this Pepsi ad through the concept of framing, as it is very deliberately (subtly be damned) trying to associate Coca Cola in my mind with bad or being undesirable. While there is no actual logo on the opposing can, we can tell through its design and red and white colors, that it is supposed to represent Pepsi’s main competition, Coca Cola. The ad, simply enough, portrays the two competing cans with straws in them, however while the Pepsi’s straw fits in perfectly, the Coca Cola’s straw has literally spouted arms, trying as hard as possible to stay away from entering the drink. These straws are intended to represent us, or better yet, suggest what we should be. We want to drink Pepsi because it is delicious. We want to stay away from Coke because it is so unpleasing that the straw wants nothing to do with it. If one was to dig even further, it could be said that while both drinks are shown with condensation, the Pepsi’s drips of water are far more noticeable and jump out at you as opposed to the drips on the Coke which seem to just blend in with the rest of the bland can. We are supposed to find the Pepsi more refreshing because of this. Even the little logo at the bottom right corner of the screen has the words “Joy” and “Pepsi” displayed prominently. Through specific designs in the framing (subtle or not) we are supposed to walk away from this ad desiring and recognizing the appeal of a refreshing Pepsi and being turned off by the idea of having to drink a Coca Cola. Boosting your image while taking down the competition; that’s business baby.
No comments:
Post a Comment