PERSONAL INTERPRETATION OF AN ADVERT 5
PersonalInterpretation of an Advert
PersonalInterpretation of an Advert
Theimportance of advertising cannot be gainsaid as far as the success,sustainability and profitability of any business is concerned. Thisis irrespective of the methods of marketing and advertisement thatare used. Indeed, recent times have seen the proliferation ofmarketing techniques with numerous avenues being invented in aneffort to reach the largest audience within the shortest time andusing the least amount of financial resources. This has involved alot of inventions, innovations and creativity (Haegele, 2001). Theadvent of the internet and social media has taken advertisement to anentirely new level. Nevertheless, it has always been acknowledgedthat the effectiveness of any advert depends primarily in the messagethat it sends either implicitly or explicitly. This has forcedbusiness entities to put considerable effort in ensuring that themessage sent in any advert appeals to the target audience or at leastcan be identified with by the target market. Three types of appealsare used in enhancing the effectiveness of adverts including ethos,pathos and logos. These may be seen in Pepsi’s video advert.
Inthe advert, a celebrity singer implores her audience to take upPepsi, one of the world’s most popular soft drinks. The singer usedthe advert to debut her then new song “Grown Song”, which hasseen her confront her past. In the one-minute video, the superstar isseen alongside reflections of her old self while imitating moves seenin her days in Destiny’s Child, as well as her 10-year solo career.The video incorporates Destiny Child-era Beyonce clothed in pink,while later appearing in jean shorts and white tank top, beforemoving to the black leotard that she had in her later song “SingleLadies”. She is seen making some provocative dance moves, taking acan of the Pepsi soft drink before closing by imploring her audienceto “Embraceyour past, but live for now”(Pepsi, 2013).
Inthe video, the use of pathos comes out clearly. Pathos refers to thetechnique of convincing one’s audience by the use of thecredibility and character of the persuader (Mooij,2010).In this regard, the audience would be inclined to believe the messagesent based on the fact that the person giving it out is deemed tohave knowledge and authority on the issue. In the case of this video,the use of Beyonce is seen as a strong use of ethos. Beyonce is oneof the most successful music celebrities in the 21stcentury, who has run an incredible career for close to two decades.In essence, it would be expected that she is authoritative as far asthe knowledge of the best soft drinks is concerned.
Theuse of pathos, on the other hand, involves a technique that targetsthe emotions of the audience (Mooij,2010).In this case, the audience would be convinced about a particularargument through the creation of an emotional response. Pathos, inthe video, is seen where singer is seen looking in the mirror andseeing images of herself as a younger person. It goes without sayingthat the past or history is almost always viewed with feelings ofnostalgia and often bring emotional sentiments. In this case, thefact that the singer takes the drink then sees reflections of herselfin a younger state is bound to elicit emotional and nostalgicsentiments. This is complemented by the message “Embraceyour past, but live for now”.
Lastly,logos is seen in the video where the singer picks up the Pepsi canafter workout. As a soft drink, it goes without saying that it wouldcome in handy when taken after working out and especially when cold.As much as the video does not incorporate a lot of talking (of courseapart from the lyrics to the song), taking a cold drink aftertiresome tasks is bound to be one of the most logical things thatanyone can do.
Ofcourse, questions emerge on the reasons why these appeals have to beapplied in the advert. This question may answered primarily throughthe examination of the use of the celebrity. Scholars have notedthat, in spite of their following, celebrities become extremelyeffective in instances where they promote services and products thatthey have a high likelihood of using (Mooij,& Mooij, 2011).The use of such appeals in the video may be attributed to the need toinfluence the consumer purchases as research has shown that theconsumers’ affinity for certain celebrities has the capacity toinfluence their purchases (Reynolds & Olson, 2010). Consumersusually reason that if the goods and services are good for thecelebrity, they must be god for them as well (Shimp,2007).Further, such appeals are used in building brand awareness in themarket, as well as positioning the brand. In this case, thecelebrities would be used to place the products in the mostappropriate light in the target group’s mind (Stafford&Faber, 2005).The celebrity used, in this case, is a brand in her own right, inwhich case the association of this product with her is undoubtedlybound to attract new users thereby enhancing the profitability of thecompany at large.
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Pepsi.(2013). Pepsi Beyoncé "Mirrors" – Official 2013 video -#BeyHereNow. Web retrieved from<https://www.youtube.com/watch?v=_2smYVl0zrk>
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