Jason Rosenbaum Pepsi

Schemes

alliteration	consonance	Repetition of consonance sounds	“get a big big bottle”
Alliteration	consonance	Repetition of consonance sounds	“More bounce to the ounce”
emphatics	epizeuxis	Repetition of one word	“get a big big bottle”
	enumeratio	Detailing parts or arguements	“Too hot? Cool off! Get Pepsi”
parallelisms	tricolon	Isocolon with three parts	“Too hot? Cool off! Get Pepsi”

 

Tropes

Question	erotema	Asking a rhetorical question	“Why have less…when Pepsi’s best?”
	erotema	Asking a rhetorical question	“Too hot? Cool off! Get Pepsi”

Visual

color	hue	The identification of the colors	The main colors of the ad are the blue of the swmming pool and cream of the background. The blue is water in the pool which is staple of summer time. The cream is similar to sand like a beach which is also a symbol of summer time.
	Value	The lightness or darkness of a color	The ad primarily pretty bright except the shadow under the girl sitting by the pool with her feet in the water. Bright colors are rampant summer time.
	saturation	The purity or vividness or depth of a color	The colors are very vivid they are all spread out from each other and do not conflict.
perspective	geometric	An illusion of depth and space	There is a clear for ground of people at the pool and a background of the people at the table.
diagonals	balanced	The image is symmetrical and stable	The image is centered and symmetrical
space	closed	The tops and sides feel enclosed, trapped	The pool at the bottom and the wording at the top enclose the table in the middle
focus	grounding	Foreground middleground background	There is the pool in the foreground, table in the middle and wording in the background.
	focalizers	Focus points	The green of the girl’s bathing suit and towel. The yellow of the tube.
Angle	Low angle	Looking up	It seems like we are behind the interaction looking up at what they are doing.
Figures	representationality	To what extent does the image show things we can identify?	You can recognize the bottles the chairs the pool the towel etc.
	abstraction	How realistic are the things	Everything looks realistic except the horse thing on the inner tube

Type

style	bold		“PEPSI”
	narrow		“get, to the”
	italics		“ more bounce to the ounce”
	All caps		“too hot cool off het Pepsi”
family	script	Approximating handwriting	“ more bounce to the ounce”
	Sans serif	Without serif	No serif were used
legibility	font		“too hot cool off het Pepsi” and “get a big big bottle” are comic sans like more fun seeming. “ more bounce to the ounce” is cursive and draws your eyes to it when looking at it.