The paper “ Three Views on the First Notice about the Pepsi Ad” is a good variant of the case study on marketing. Respondent 1 told that his first idea about the Pepsi ad was about two males horizontal on the grass and the kid holding a bottle of Pepsi. Respondent 2 knew it was an ad about Pepsi, so when I focused on the picture my eyes were searching for an item denoting Pepsi". Respondent #3tI thought the scene, ostensibly a father and a son laying on the grass on a lazy afternoon enjoying a Pepsi and engaging in conversation as an effective way to showcase the product. What did you first notice about the Coco-Cola ad? Respondent #1I thought this ad possessed very pleasing aesthetics and the theme was definitely on point. Respondent #2I was taken in by the layout and the use of color.
The use of a middle-aged couple who pass the appearance of being in good physical condition, was particularly good because the theme would also have an appeal for younger couples who aspire to look as well as the years advance. Respondent #3I thought the ad was soft and very refreshing. Do you consume either or both of these items?
If yes, how do you go about making the choice? Respondent #1I love cola, and I often purchase either Pepsi or Coke. Usually, in making the decision about which one I will consume depends on where I am. For example, if I purchase some fast food, most fast-food restaurants do not carry both of the products. If I make my purchase on the market, it depends on which one has the best offer, or price. Respondent #2My personal preference is Coca-Cola.
It does not have a strong cola taste like Pepsi. But if Coke is not available, I will go with a Pepsi. Respondent #3I have long enjoyed an appreciation for cola. Of the two featured here, my preference is Pepsi, because it is strong, and for me, this projects a manly image. I am of the feeling that the marketers have in both advertisements made appropriate choices of the types of persons they used in their respective ads. In the Pepsi ad, there is an implied situation, which Oak (, 2008), describes as an “ unstated assumption” , of a father and son bonding.
This speaks volumes of the need for positive and healthy relationships to exist between individuals in general and father and sons in particular. Even if I have presumptively read too much into the actual association between the two males, and perhaps they are not father and son, perhaps uncle and nephew, the fact remains that in the marketer's effort, they have conveyed the importance and presence of esteem. (Maslow, 1954) It is studiously presented with the use of the obvious age differences, and particularly with the age categories which the two models are members of; the adolescent is at a vulnerable stage when he needs the attention and understanding of a positive male image, to guide and counsel him through his period of insecurities.
On the other hand, the adult male needs to feel that he is needed. (Maslow, 1958). Not only will this ad have a special appeal to adolescents and adult males, but it will also touch a special place in the mind's eye, and hearts of mothers.
Though there is the presence of specific targeting, there also exists the presence of implied messages, which affords the ad with mass appeal.
Maslow, A., (1954). Motivation and Personality.New York. Harper.
OakM.,(2008), Advertising Appeals, Retrieved online on August 28, 2009, from www.oakadvappeal.com