Analysis Of The Conviction Methods In Pepsi Generation Commercial
Commercials allow business to display their message of intent directly to consumers. It also allows them to control the message, whether it is to inform people about the company’s offerings or build a brand. And Pepsi which is a carbonated soft drink manufactured by PepsiCo does that swimmingly throughout the years especially in their Pepsi Generation commercial.
Pepsi uses the unfailingly faithful celebrity endorsement tool and a memorable slogan and eventual song to successfully sell their product in the debut of the Pepsi Generation commercial. First, to effectively engage the audience in that era, Pepsi uses the celebrity endorsement of Jackson 5. Jackson 5 who are has noted as “one of the biggest phenomenon’s in pop music during the early '70s’” appear on the screen with there even more popular and successful younger brother Michael Jackson (Huey). The start of the commercial grabs the audience’s attention with the use of the one of the top songs of the decade “Billie Jean” by Michael Jackson. The Jackson brothers dance across the television screen with the kids of the city. The use of the Jacksons works because, if consumers happen to be fans, they will place a higher value on the product that a they are endorsing. People believe that purchasing a product that is promoted by a celebrity they idolize will allow them to imitate the celebrity. During that era of the 70s’ and 80’s people wanted to be the like the Jacksons. Now, they will associate the celebrities’ success and talent with that product which is a Pepsi drink.
Secondly, Pepsi uses the “Pepsi Generation” slogan which was the result of a slogan contest by Pepsi in the 1980s’. Which a new car was awarded to the writer of the winning slogan. Most slogans are short and catchy phrases used to advertise a thing or brand. Slogans are one of the most effective ways of drawing attention of the consumers to a product. The slogan "Pepsi Generation" portrays Pepsi drinkers to have desirable traits such as youth Stewart says that "Pepsi was young, spirited, people doing active things—Young in spirit. Young in heart,” which is something that everyone desires (Jocelyn). It is claiming that if you drink the product Pepsi is selling you will be forever young, which is something people want and will buy.
Thirdly, the slogan turned into a song that is memorable and catchy. The biggest reason that jingles or songs are successful and are used to promote products is that advertisers know jingles help people to remember the commercial. With the tune of song being the same as Michael Jackson “Billie Jean” the top song of the decade, it was defiantly gets retained in the memory of the audience. The choice of using the song “Billie Jean” was a genius marketing move because the song was a great importance because it launched the Michael Jackson era, “a period in which the entire population of the planet made a group decision to follow the career of one star and one star only Michael” (Monica). They Lyric of the song go as so “You're a whole new generation You’re dancing' through the day, you’re grabbing' for the magic on the run”
This once again tells the audience that when you drink Pepsi you’ll have fun, dance, and have a sense of youth making the consumer think that Pepsi will make life better (Pepsi). Pepsi successfully convinces the audience to buy their product by using the holy trinity of advertising celebrities, slogans, and jingles. Each element conveys the message that without Pepsi you will not get what you want in life whether that is being like your favorite celebrity or being forever young and Pepsi triumphantly does so in selling that image.
