The persuasive method used in this advert is expert and repetition, that is because the very famous 'King of Hip-Hop' which was/ is Michael Jackson is used in the advert to represent a consumer of the product; which was a very good idea since at that time he was recognized worldwide and had a lot of fans. The idea was 'if my idol consumes this product, I will also consume it' in other words, drinking Pepsi would make you as cool as Michael Jackson. Also the music lyrics created keeps on repeating. And finally testimonial is also used because a celebrity is used to be represented as a consumer as Pepsi.
'You're a whole new generation
You're a whole new generation
You're a whole new generation
You're a whole new generation'
This method is often used to get stuck into the audience's minds which looks like it worked very well on some people including me.
Format: The Pepsi Generation was the theme of an advertising campaign for Pepsi-Cola, a U.S. brand of soft drink that launched in 1963 as the result of a slogan contest.
Setting: The street is the location where the scene takes part, I believe that the street was used because in most of Michael Jackson's music videos the streets are where majority of the scene take part, the audience already knows what kind of place the singer acts. Also to imply that Pepsi was at the time sold everywhere, including, corner shops and smaller shops.
Plot: This advert is about Pepsi which in the time was in competition with coca cola and it is interesting to the audience for the fact that they use children which could mean that the drink makes you feel young or energetic, and also use Michael Jackson to attract more people to buy Pepsi instead of other drinks.
Performance: The performance was by MJ and the little group plus the children group dancing to MJ's 'Billie Jean's' instrumental with a whole new lyrics based on Pepsi Generation.
Costume: all of the actors are using punk jackets and glasses makes the audience this information makes the audience see that this advert is quite old for us that are watching now (2018) and links with a cool punk style of music.
Props: Such as radio, cups, bottles, gloves are used to make the scene more complex.
Diegetic/ Non-diegetic Sound: the diegetic sounds heard are the car horns, game machines from the shops. The only non-diegetic sound heard is the instrumental of the music.
Editing: The cutting rates in the video are constant and less than a second. Also there are a lot of cuts on action since the whole advert consists on dancing.
Camera Terminology: the establishing shots are often used in this advert and this helps the audience see where the scene is taken and all that is within the space. With this, the camera man shows the place and the actors dancing freely.
In 0.58 there's a birds eye view angle.
The intent message is Michael Jackson is cool because he drinks Pepsi instead of other drinks. So if you want to be cool drink Pepsi as your idol does. The advertisement agency that made this commercial is BBDO. Right now Pepsi do not work with BBDO but during the time this advertisement was made they had a contract. During this time Pepsi and coke were having a cola wars, where both hiring celebrities and making commercials to make people buy either coke or Pepsi. what the advertisement don't say is that both beverages are extremely unhealthy and if you drink too much you could get severely sick as it is full of chemicals and high in sugar.
DENNOTATION:
In the advert video we see young adults and children consuming the drink and dancing to the sound, that could be pointing out the target audience.
We see the actors dancing and living the moment happily and with a lot of energy.
We can view shots such as close ups (0.05), high shots (0.10), mid-shots (0.13) long shots (0.24) there is also a low angle shots in between 0.40 and 0.44 which suggests that Michael Jackson which is the actor shown is more powerful/ significant than the child.
CONNOTATION:
"You're a whole new generation
You're dancin' through the day
You're grabbing' for the magic on the run"
The words used on this verse about being a 'new generation' connotes that we are the generation who now have Pepsi (something that the so called older generation didn't take advantage of) to consume, in other words, Pepsi came to innovate.
"You're a whole new generation
You're loving' what you do
Put a Pepsi in the motion
The choice is up to you, heeey
You're the Pepsi generation
Guzzle down and
Taste the thrill of the day
And feel the Pepsi way
Taste the thrill of the day
And feel the Pepsi way"
The last two verses connotes energy being spread through Pepsi drinkers and that makes our day 'happier' and more energetic.
Billie Jean was probably a very popular song by MJ at the time, as it is a vivid and vibrant/ bouncy song, using it to release with Pepsi makes a big impact and meaning which is Pepsi giving people adrenaline.
"You're a whole new generation
You're dancin' through the day
You're grabbing' for the magic on the run"
The words used on this verse about being a 'new generation' connotes that we are the generation who now have Pepsi (something that the so called older generation didn't take advantage of) to consume, in other words, Pepsi came to innovate.
"You're a whole new generation
You're loving' what you do
Put a Pepsi in the motion
The choice is up to you, heeey
You're the Pepsi generation
Guzzle down and
Taste the thrill of the day
And feel the Pepsi way
Taste the thrill of the day
And feel the Pepsi way"
The last two verses connotes energy being spread through Pepsi drinkers and that makes our day 'happier' and more energetic.
Billie Jean was probably a very popular song by MJ at the time, as it is a vivid and vibrant/ bouncy song, using it to release with Pepsi makes a big impact and meaning which is Pepsi giving people adrenaline.
No comments:
Post a Comment