Posted at 11.20.2018
For my Advertising Discourses topic I've selected the main one on "Advertising and Branding". Both brands/advertisements I have chosen are none other than those of the well-recognized Pepsi Co. and Coca Cola Ltd. But to make it a bit more interesting the products I chose and will be discussing are "Pepsi Potential" and "Coke Light", the new "healthy" additions to both companies. Secondly, it is worth noting that to develop the semiotic aspect of the advertisements I've chosen a printed advertisements for Pepsi Maximum and a video tutorial advertisement for Coke Light. I believe this covers a wider variance of factors which can be discussed and analyzed; and that if it were kept to the print marketing only we wouldn't have been able to protect the semiotics like music, gestures etc. During the period of this assignment we shall study the many semiotics: colors used, the slogans, music, clothing, gestures & expressions, camera perspectives etc used in the respective advertisements. It really is amazing how from the simple bottle-design, the text used in the ad to the complete implementation of a video ad is perceived diversely and contains different, yet very helpful meanings. We shall further research the meanings of the "signs" plus "tools" used and exactly how they can impact and affect the people and consumers. I shall touch the point of "sex" used for providing in the advertising of such brands and name a few others who use such techniques. After the photos and advertising are mentioned to full level we shall examine these brands with a more holistic viewpoint, where they stand and the image they are trying to portray. To make the argument more authentic I shall combine examples, pictures, referrals from the resources I have explored from etc. even though these two brands are "clichd" I really believe they provide as a perfect example in today's world of the leading brand wars and shall be insightful in this issue at hand. At the end I shall give you a bibliography of all material and literature I consulted as a source for this article. I believe the following exhaustive consideration of semiotics hand-in-hand with marketing highlights its importance in the current marketing world.
While surfing the web I came across an advertisements of Coca Cola ltd on their product "Coke Light". I believe it was created by the branding team of Coke Light and no-one specific can be accredited to having made the complete advertisement. I will now try to analyze the visible communication that connected the image of the product and the buyer; for these resulting ideas gain the sales size and success of the merchandise. All together, if you watch the advertisements, it portrays and targets the young, healthy and "sexy" people being the ones who consume Coke Light.
Conforming to the cultural norms we've specific mental schemas and viewpoints which participate in the contemporary society we are in mostly. Predicated on these we understand what we see in a different way. For someone like me, an advertisement of coke retailing the point of "sex" might be more acceptable than someone with a far more conservative mind-set, residing in a different world. So it is important to realize that the following ad is practical to me and attracts me because it practices the conventions of my cultural life and just as in a few aspects appeals to a much wider consumer platform. For example the iconic colors used as semiotics in this advertising are popular across the world. Everyone can associate red and dark-colored to Coca Cola and this advert makes full use than it. Using somewhat beautiful models (a man and a woman) in the advertisement, taking place on a beach, they play combined with the wholesome, "powerful" theme. Red is a dominating color which grabs the attention of the visitors/consumers and leads them to act on what appeals to their senses. This is exploited in what the woman wears, i. e. a red outfit with a womanly exuberance and in the Coke (written in red) Light (written in black). This may signify the girl electric power and/or control and the confidence in the grade of the product. African american is what the man adorns doing the colors of the brand. Second of all, to my knowledge he wears dark-colored to keep the attention off of him in the advertising at first and converge it onto a lot more prominent woman. The backdrop helps & most adjustments are leading the focus on the tow models. The entire dressing is deemed as "sexy" nowadays and although such shows are believed provocative, here they have a so this means of "comfortableness" and a "daring nature". She furthers this persona by constantly sending subtle signs to the guy while he swims in the ocean. The guy calls for full notice while making no strategy. Upon reaching his bench he begins buttoning up his black tee shirt facing the other way from the lady. What he hears next is her opening the can of Coke Light which brings a teeth on his face. Upon dressing up he turns to her as she proceeds looking to tempt him. They then close up on the person showing that he has a priest's scruff of the neck and this places the woman in an awkward position. But the anxiety is eased as the guy walks to the lady and "blesses" her for having "Coke Light" in her hands giving her all flattered. Thus giving a "holy" aspect to the whole advertisements and finishes off with the slogan "Have a great break". Laughter has been contained to full degree and helps hugely in the formulation of a successful and memorable commercial. Millions of hits upon this advertising authenticate this belief.
The second advertisement that I've chosen is from a local magazine and it is of Pepsi Potential. Our company is well aware that Pepsi and Coca Cola are immediate competitors and therefore when one arises with a concept the other practices along with his own inventions. The advertisement is a one site picture demonstrating a bottle and a can of Pepsi Maximum, with an effect of the can breaking through the page which is depicted as a difficult, solid wall. The fact that there are flowery and vibrant colors come off strikingly well in the ad.
The design of the container is easy with the colors red white and dark used, black updating the well known blue in the Pepsi indication. The design is minimalist with no excessive clutter or visual distractions. The formal layout of the whole ad gives a "Web 2 2. 0" vibe. It is safe to say that the picture was crafted by the neighborhood graphic designers employed in the Pepsi team. This we can easily see from the consumption of lower circumstance letters in the new Pepsi logo which is similar to the "web 2 2. 0" format. This new look implies that drinking Pepsi Max is today's, networked and communal way of living. It again focuses on the complete, on the young generation, having the same mythic meanings as its Coke counterpart. The custom logo creates knowledge of a whole new fact to the consumers based on its unique display. Pepsi Utmost has concentrated on the shape of the bottle so that it is newer, dark-colored in color, portraying a "powerful" image which is not common to other frosty beverages. Upon talking to other video advertising of this same brand I have come to understand not much is different in the mythical meanings of both of them. They virtually target the same young, healthy generation as a target audience, carry just about the same slogan and also have the same marketing blend. What varies is the brand draw it brings with it and the sponsors they get.
Everyone is familiar with the cola wars. The major problem faced by both of them is that of frequent growth as claimed by Philip Kotler (2008).
Through these advertisements both these brands are trying to achieve but one goal, i. e. to increase profitability. The many semiotics and methods used have got to relate with the brand in the end for some reason or the other and subsequently it is this great backing of a brand name which ensures their safe improvement in the competing world. Semiotics can be completed differently as talked about by P. Kotler and G. Armstrong (2008):
" explained by the global brand manager of Coca Cola, in Spanish speaking Coke Light advertising position the soda as an subject of desire, somewhat than as a way to feel great about yourself as diet Coke is positioned in the United States. This desire setting plays off research showing that Coca-Cola Light sometimes appears in other parts of the world as a vibrant brand that exudes sexy confidence. "