#27 Data Elaboration

		Category	Description
Visual	Color	Hue	Bright colors to make Ad exciting.
		Value	Dark colors for male and light colors for female.
		Saturation	Dark colors distinguish masculinity. Light colors distinguish femininity.
	Light	Low contrast	Couple looks older but low contrast hides the aging marks.
	Space	Full	Figures cover most of the Ad.  Focus is on the people.
	Angle	Low Angle	You slightly look up at the figures giving the Ad an uplifting feeling.
	Implied Distance	Close-up	Close up of persons and bottles to draw the audience into the Ad.
	Genre	Style	Sexism:  The woman is holding a Diet Pepsi indicating she is fat and needs to lose weight.
Type	Stroke Weight		The Come Alive quote is heavy on the important strokes of the letters.  Visible to the audience without a full stroke.
	Style	Bold	Left script appears bold to draw attention to audience.
	Family	Script	Left script is somewhat of a Mongolian Baiti. Right font is a Times New Roman.
		Serif	Right script in serif. Common text for long writing.
		Sans Serif	Left script in Sans Serif to distinguish letters and stand out more.

In this Ad, Pepsi is trying to sell its product to older people who may be trying to cut down on all the sugar intake.  The prominent selling point is the regular Pepsi and it is held by the man where the secondary selling point is the Diet Pepsi held by the woman.  Does this indicate that Pepsi is trying to sell their product to men more than women and is Pepsi suggesting that all women need to lose weight so we offer a diet drink for them?

Number 28

Pepsi Ad Data Table

TEXT	DEVICE	DESCRIPTION
Simple arial font for the main argument slogan “Try that wonderful Pepsi feeling—its more than refreshing”		Creates a fun rounded feel that flows nicely, as Pepsi is supposed to flow nicely down and be somewhat refreshing and calming,
Smaller text turns into a serif font for the smaller descriptive paragraph		This goes to show that the emphasis on the ad isn’t here, but if someone were to read it, it still explains what this article is all about
	Repetitive	The slogan “try that wonderful Pepsi feeling” is repeated twice throughout that small portion, again putting emphasis on this idea, Also repeating the word “DRINK” multiple times
	Pun	“peps you up” serves as a pun to provide humor and hint to something unknown that the ad is trying to hit, such as comparing it to an alcoholic beverage
	Enallage	Doesn’t put a period at the end of their main argument, claiming that the fun won’t ever end, so they purposely do not put a period there, could also say that it doesn’t stop and that you can start over again with a new bottle of Pepsi, no period-no end
Using words like “that” and “Its” to cover up this unknown variable that they obviously want the audience to assume at what it may be		This is implying that this ad is trying to be like an alcoholic beverage ad, making this hidden message ALCOHOL! They are showing the idea that if we make this seem like something that alters your state of being, teenagers will buy it, (just as if it were alcohol and teenagers could buy it) so Pepsi is trying to make it as close to the idea of alcohol as possible
	Medium shot	This provides all the important aspects of the picture and it shows what needs to be shown, their faces and upper body language, this provides a clear understanding that these people are on the verge of becoming an adult
	High contrast painting, brush stroke picture	This creates a blurry yet clear idea, this sets off the idea that there is movement and a lot of friendliness involved.
Man has a seductive look on his face		This shows that he now has confidence when he drinks Pepsi, he now has the courage to get closer with this girl that he seemed to be uncomfortable with at first.
Girl with windy hair and loss of self-control		She seems to be in an alternate state, almost as if she were drunk, and it seems that she is care free and just having a great time, which is exactly what Pepsi wants to do, is compare it to the idea of alcohol in teens.
Collared shirt on male and scarf on the lady		This shows wealth, because they are both drinking Pepsi out of a smooth straw and are dressed nicely, targeting high income teens that probably underage drink, also hinting if you drink Pepsi this could be you, with all this money!

 

This Pepsi ad is creating a hidden feeling that puts one in an alternate state, targeting wealthy teens that drink alcohol underage, for a social normal.

Pepsi Ad Analysis

Andrea Rogan - Pepsi Ad

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Andrea Rogan

Communications 274 – Rhetoric

January 24, 2016

Pepsi Ad Analysis

Schemes:

Omission	Asyndeton	Omission of conjunctions	This ad has two lists and there are no conjunctions. (“getting outdoors, getting more out of life.” And “for light, bracing, clean-tasting Pepsi.”
Emphatics	Diacope	Emphatic repetition after an intervening phrase.	“getting more out of life. Call it thinking young. This is the life…”
Arrangement	Climax	Ordered by increasing importance	Light, bracing, clean-tasting
Repetition	Epistrophe	Repetition of words at the end of clauses.	Think or thinking young – used three times. They do this to emphasize that if you drink Pepsi, you will feel and act younger.
Parallelism	Parallelism	Similarity in structure in phrases or clauses	Ends with two imperative sentences: “Think young. Say “Pepsi, please!”

Visual:

Color	Hue	Identification of the colors	The main color in this ad is blue.  There is also some red, white and yellow.  Reinforces the American theme of red, white and blue; and an outdoor theme of blue, sunny skies.
	Value	The lightness or darkness of a color	The colors in this ad are medium. The background and the rope are a light blue. Everything else seems to be a medium shade.
	Saturation	The purity or vividness or depth of a color.	The colors in this ad appear to be very vivid.  They seem to be intense, just like colors feel like on an intense sunny day. It reminds you of the days in your childhood when life was intense and good.
Light	High contrast	Bright lights and dark shadows.	The lights are very bright and there appears to be lots of reflection on her face. The reflected lights remind me of being at the beach and having a great day in the sun. It is also a sense of goodness.
Perspective	Flat	No illusion of depth.	There is a little depth shown in the ad, but we are so close to the model’s face that there is not much depth. It is a close-up of the all-American girl having fun.  It implies that if you have a Pepsi, you can join her.
Diagonals	Oblique	The image seems unstable and pulled to the side	The image is close to balance but it is slightly tilted towards the right.  It pulls the reader’s eye down towards the Pepsi logo in yellow.
Space	Closed	The tops and sides feel enclosed, trapped.	There is very little empty space in this ad. It almost feels like they cropped it a little too close in. If you think about being young, it is a time when life is full of fun and adventures. The fullness of this add seems to imply that the young have a full life.
Focus	Focalizers	Are figures or colors or spaces used to pull the eye across the image?	The red and white of her mouth pull your eye to the center and to the Pepsi logo on the bottle. The rope pulls your eye down to the Pepsi logo.
Angle	Eye-level	Are we even with them?	We are looking the model directly in the eye.  This seems to say that we can all be like her.
Implied Distance	Close-up	Is the subject one person’s face?	This is a very close-up shot.
Figures	Representationality	To what extent does the image show “things” we can identify?	The main model looks like an all-American girl/woman of the 1960s. She has blue eyes, light brown hair, dimples, freckles and a big smile.   The rope belongs to either a swing or a boat; things that have to do with the outdoors and being young and energetic.
Genre	Icons	Are there key symbols or characters that call to mind a narrative or genre.	The girl model calls to mind the All-American girl.  The female and male together call to mind the Kennedy’s and their young, energetic, athletic image.

Type

Stroke-height ratio	How thick are the lines in the type in comparison to the height of the letters?		It appears to be a 1 to 3 ratio.  To the naked eye, it appears to be very regular and normal.
Stroke weight	How varied are the weights of the different strokes? What are the thickness differences between various marks in a letter?		There appears to be a constant stroke weight – no variance at all. It is a very clean, simple look. The only variation is for the two Pepsi logos shown – the one on the bottle and the one on the bottle cap. It think this is emphasizing the young theme.  Young children print and read simple fonts.  This subtly reinforces the idea of returning to youth.
Style	Bold? Italic? Narrow? Condensed? All caps?		The text appears to be bold and in a slight italic. On the first line, the only capitalized word is Pepsi.  For the rest of the add, the grammar is normal.
Emphasis	Color? Underlining? Animated?		The first line is a medium blue and echoes the main color in the ad. It also has the phrase “think young” underlined. The rest of the words are in a medium green that reminds one of freshness and summer, like a freshly cut lawn or something.
Family	Sans serif	Without lines to link the letters	The type looks a lot like printing, which helps reinforce the young idea.
Spacing	Tracking	Spaces between letters along a line of text.	The spaces appear to be even.  It is easy to read.
	Leading	Spacing between lines of text.	The spaces between the lines of text are very small – the text appears to be dense, just like the picture.
Family	What historical grouping does the font belong to? Is it typical?	Old style, transitional, modern, Bauhaus, etc.	It looks similar to Calibri, which is a modern font. The y, r and g are a little more complex in looks, like they would have been in the 1960s.
Legibility	The font itself		The font is very easy to read.

 

 

 

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