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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