Analyzing an Ad

        This is a TV ad trying to convince the audience to buy Pepsi Cola rather than Coca Cola.  It is from the Summer 2011 Pepsi ad campaign in the US.  The creators of the ad capitalized on the fact that it is summertime and on the general attitude of summer, utilizing pathos.  The Pepsi is given to the bear that is on a party boat, while the Coke is given to the bears that are sleeping on a beach.  Logos is utilized here; those who drink Pepsi will have fun.  Also, the Coke is shown in a glass bottle, whereas the Pepsi is shown in a can.  This implies that Coke is old fashioned, and the Pepsi is the more current drink.  Progression to modern times is demonstrated as the polar bear tosses away the Coke and drinks the Pepsi.  The tagline at the end “Summertime is Pepsi time” gives Pepsi the carefree feeling of summer.  The informal, singsong voice used also enhances the carefree summer feeling. The theme is that drinking Pepsi will lead to good times with family.

            This ad features two families of polar bears.  One family, the one consuming the Coke, is white and has been in the artic all summer long.  The other family, consuming Pepsi, has been on a boat and is tan.  These two are part of a larger family unit, as the cubs exclaim “Uncle Teddy!” at the sight of the tan polar bear.  This ad is a play off of the Coca Cola ads featuring the polar bears; classically, polar bears are depicted drinking Coca Cola.  Spoken words and images are interdependent upon each other to make the ad a success, though the ad would still be effective without the spoken words due to the written words at the end and the labeling of the Coke and Pepsi bottles.  At the end, “Summertime is Pepsi Time” is both sung (spoken) and written.  “Summertime is” is in a flowing, cursive font, maintaining the feel-good, carefree mood.  “Pepsi Time” is in a simple, bold font, reinforcing what the commercial is promoting.  The Pepsi logo is also shown, doing the same thing.  These rhetorical strategies work in tandem in an attempt to convince the reader that buying Pepsi will result in fun, carefree times.